WYFF

WYFF

Greenville–Spartanburg– Anderson, South Carolina Asheville, North Carolina United States
City	Greenville, South Carolina
Channels	Digital: 30 (UHF) Virtual: 4
Branding	WYFF 4; WYFF News 4
Programming
Affiliations	4.1: NBC for others, see § Subchannels
Ownership
Owner	Hearst Television (WYFF Hearst Television Inc.)
History
First air date	December 31, 1953 (70 years ago) (1953-12-31)
Former call signs	WFBC-TV (1953–1983)
Former channel number(s)	Analog: 4 (VHF, 1953–2009) Digital: 59 (UHF, 2002–2009), 36 (UHF, 2009–2019)
Call sign meaning	"We're Your Friend Four" (former slogan)
Technical information[1]
Licensing authority	FCC
Facility ID	53905
ERP	1,000 kW
HAAT	597.9 m (1,961.6 ft)
Transmitter coordinates	35°6′43″N 82°36′23″W / 35.11194°N 82.60639°W / 35.11194; -82.60639
Translator(s)	see § Translators
Links
Public license information	Public file LMS
Website	www.wyff4.com

WYFF (channel 4) is a television station in Greenville, South Carolina, United States, serving Upstate South Carolina and Western North Carolina as an affiliate of NBC. Owned by Hearst Television, the station maintains studios on Rutherford Street (west of US 276) in northwest Greenville, and its transmitter is located near Caesars Head State Park in northwestern Greenville County.

Channel 4 went on the air as WFBC-TV on December 31, 1953. It was formed from a three-way merger of applicants for the channel, most notably two Greenville radio stations: WMRC, which left the air as a result, and WFBC, owned by The Greenville News and The Greenville Piedmont newspapers. This ownership group, which became Multimedia, Inc. in 1968, led the station to number one in the market.

Under pressure to divest itself of the cross-ownership of the News and Piedmont, Multimedia traded WFBC-TV to the Pulitzer Publishing Company in 1983, and the call letters were changed to WYFF. Under Pulitzer and Hearst ownership, WYFF has typically remained the leader in the fragmented multi-city Greenville–Spartanburg–Asheville market.