CBS Network Realigns Affiliations in Six Key Markets, Shifting from Nexstar to Hearst and Forum Communications

CBS is enacting significant changes to its broadcast affiliate landscape, transitioning six station affiliations from Nexstar Media Group to entities owned by Hearst Television and Forum Communications Company. This strategic realignment, set to take effect on August 1, impacts viewers in markets across the United States, altering which local stations will carry the CBS Television Network’s programming. While CBS will continue its long-standing partnership with Nexstar in 36 other markets, the decision to move programming in these six specific locations signals a broader dynamic at play within the television broadcasting industry.

The affected markets and their affiliation shifts are as follows:

• Albuquerque, New Mexico: KOAT-TV, a Hearst Television station, will become the new CBS affiliate. Nexstar’s KRQE-TV, which previously held the CBS affiliation in Albuquerque, will upgrade its Fox programming to its primary channel.
• Birmingham, Alabama: WVTM-TV, another Hearst Television property, will now serve as the CBS affiliate. Nexstar, which owns WIAT-TV in Birmingham, indicated plans to expand local news programming in this market.
• Greenville, South Carolina: WYFF-TV, owned by Hearst Television, will assume the CBS affiliation. This moves CBS programming from WSPA-TV, a Nexstar station, which also plans to enhance its local news offerings in the Greenville-Spartanburg area.
• Jackson, Mississippi: WAPT-TV, a Hearst Television station, will become the local CBS affiliate. Nexstar’s WJTV-TV, the former CBS affiliate, is slated to replace CBS programming with The CW network, which will be promoted from a digital subchannel to its primary channel.
• Bismarck, North Dakota: KBMY-TV, a Forum Communications station, will now carry CBS programming. Nexstar’s KXMB-TV will also elevate The CW network to its main channel.
• Rapid City, South Dakota: KNBN-TV, owned by Forum Communications, will become the CBS affiliate. Nexstar’s KCLO-TV will similarly promote The CW network to its primary channel.

This extensive reallocation of network affiliations underscores the complex and often contentious negotiations between major television networks and their local broadcast partners. These agreements, typically multi-year contracts, dictate the carriage of network programming and the financial terms involved, often referred to as retransmission consent fees. The ability of networks to shift affiliations is a powerful tool in these negotiations, allowing them to leverage their programming to secure more favorable terms or to align with partners perceived as more strategically advantageous.

Background and Industry Context

The television broadcasting industry has experienced significant consolidation in recent years, with large station groups like Nexstar, Sinclair Broadcast Group, and Tegna acquiring numerous local stations across the country. Concurrently, major networks such as CBS (part of Paramount Global), NBCUniversal (owned by Comcast), ABC (owned by The Walt Disney Company), and Fox Corporation are also consolidating their ownership of broadcast stations, often through their own station groups. This dynamic creates a complex web of relationships where networks must constantly negotiate with powerful station groups to ensure their programming reaches viewers in every market.

Affiliation agreements are critical for both networks and local stations. For networks, affiliates are the primary conduit for distributing their content to a national audience. For local stations, affiliation with a major network provides a consistent stream of popular programming – news, sports, and entertainment – which is crucial for advertising revenue and audience engagement.

However, these relationships are not static. The terms of affiliation agreements are subject to renegotiation, and disputes over retransmission fees, programming commitments, and market strategies can lead to shifts in alliances. The increasing leverage of large station groups in negotiations has been a point of contention, with some industry observers and regulators suggesting that networks may have less power than they once did.

Official Statements and Perspectives

Paramount Global, the parent company of the CBS Television Network, expressed satisfaction with the newly established and extended agreements. A spokesperson for Paramount stated, "We are pleased to have entered into several new CBS Television Network affiliation agreements, including extending our long-standing partnership with Nexstar, expanding our relationship with Hearst Television and welcoming Forum Communications Company into the CBS family. CBS has an unwavering commitment to our audience, and we are excited to continue to deliver our leading sports, news and entertainment programming to viewers across the country." This statement highlights a dual strategy: reinforcing existing partnerships while also forging new ones.

Nexstar Media Group, a key player in this realignment, confirmed that it had reached a multi-year agreement to extend its CBS affiliations in 36 of its markets. Regarding the six markets where affiliations are shifting, a Nexstar spokesperson elaborated on their strategic approach. "We will be replacing the CBS affiliation with a CW affiliation in at least three markets (Jackson, MS, Bismarck, ND and Rapid City, SD) and promoting FOX to replace CBS as our primary network in Albuquerque, NM," the spokesperson explained. "We will be elevating the CW affiliations from the digital subchannels they currently occupy to a premiere slot widely available over-the-air and across all major paid platforms. In addition, we look forward to expanding our local news in Greenville/Spartanburg, Birmingham, and several of these markets with the new scheduling flexibility these transitions will afford." This indicates that Nexstar is not simply losing affiliations but is actively repositioning its owned stations with other networks, notably The CW and Fox, and leveraging the opportunity to enhance its local news operations.

Hearst Television, a major recipient of CBS affiliations, has a significant presence in local broadcasting. The expansion of its partnership with CBS in these markets signifies a strengthening of their relationship, likely driven by mutual strategic interests in audience reach and programming synergy.

Forum Communications Company, a smaller, privately held media company, is entering the CBS family in Bismarck and Rapid City. This move represents a significant opportunity for Forum to elevate its broadcasting profile by carrying the programming of a major national network.

Analysis of Implications

The CBS affiliation shifts have several potential implications for viewers, advertisers, and the competitive landscape of local television:

For Viewers: The most direct impact is on which local channel viewers will need to tune into to watch CBS programming. While CBS aims to ensure continuity of its popular shows, including live sports and network news, viewers in the affected markets will need to adapt to the new channel assignments. The elevation of The CW on some Nexstar stations could also benefit viewers who prefer that network’s programming, as it moves to a primary channel from a digital subchannel.

For Advertisers: Advertising sales at the local level are closely tied to network affiliation. A change in affiliation can affect a station’s viewership numbers and demographics, which in turn influences advertising rates. Stations gaining major network affiliations, like Hearst and Forum in the affected markets, may see an increase in advertising demand. Conversely, stations losing major network affiliations, like Nexstar in these six markets, will need to demonstrate the continued value of their alternative network programming and their local content to advertisers.

For Nexstar: The decision by Nexstar to transition from CBS to The CW and Fox in specific markets suggests a strategic re-evaluation of its portfolio. By focusing on The CW, Nexstar aligns with a network that has been growing in popularity, particularly among younger demographics, and offers flexibility in programming. The emphasis on expanding local news production is a common strategy for station groups seeking to differentiate themselves and generate revenue independent of network programming.

For Hearst and Forum Communications: These companies are poised to benefit from the added viewership and advertising revenue that CBS affiliation typically brings. For Hearst, it represents a strategic expansion of its existing successful relationship with CBS. For Forum Communications, it marks a significant step in enhancing its market position.

Broader Industry Trends: This realignment is indicative of ongoing trends in the broadcasting industry, including the increasing importance of network-program synergy, the strategic use of affiliation agreements as negotiation leverage, and the growing emphasis on local news and alternative network programming as revenue diversification strategies. The role of regulatory bodies like the FCC, which have expressed concerns about the balance of power between networks and affiliates, also remains a relevant backdrop to these industry shifts. As FCC Chairman Brendan Carr has noted, the dynamics of national network leverage over local outlets are a subject of ongoing discussion and potential regulatory scrutiny.

The changes, first reported by TheDesk.net, highlight the dynamic nature of the broadcast television ecosystem, where strategic alliances and competitive pressures continually reshape the distribution of content and the business models of local stations. The August 1st transition date will mark a significant moment for viewers and industry stakeholders in these six markets.