WHEC-TV 10 NBC

What WHEC-TV 10 NBC does

WHEC-TV 10 NBC operates as the NBC-affiliated Channel 10 television station serving the Rochester, NY designated market area. Founded in 1953 and now organized as WHEC-TV, LLC — a Hubbard Broadcasting Company — the station produces and distributes local news, weather, sports, and investigative content under the News10NBC brand. Distribution spans free over-the-air broadcast on Channel 10, a multi-subchannel lineup (MeTV Rochester, StartTV, ION Television, HandiTV, GritTV, Defy TV), the whec.com website, the First Alert Weather App and broader News and Weather Apps, a livestream feed, an email newsletter, the News10NBC on Alexa skill, and ancillary editorial verticals (News10NBC Investigates, Freedom's Frontier, Rochester in Focus, Sunday Mass, Good Question, Fact Check, Consumer Alerts).

The station's technology infrastructure includes a branded First Alert Weather system (Interactive Rochester Radar, Threat Tracker, 10-Day Forecast, First Alert Live Camera Network), an investigative journalism unit, and a digital publishing stack operated by KSTP-TV, LLC on behalf of WHEC-TV, LLC within the Hubbard Television Group. The group shares advertising, privacy, and data-request infrastructure across seven station LLCs (KSTP-TV, KSTC-TV, WDIO-TV, KAAL-TV, KOB-TV, WNYT-TV, WHEC-TV), with technology integrations including Microsoft Clarity and Microsoft Advertising, Google Analytics, Nielsen proprietary measurement, and Raptive (CMI Marketing) for ad placement. The station holds an FCC broadcast license, maintains an EEO Public File Report, and complies with FCC closed-captioning requirements.

WHEC-TV generates revenue primarily through local broadcast television advertising and digital advertising (programmatic, behavioral, hashed-email targeted, and sweepstakes-driven campaigns), with supporting income from SMS marketing consent programs and contest prize fulfillment. Broadcast distribution is free over-the-air with no disclosed product-tier pricing; advertising pricing is not publicly disclosed and is funneled through the station's sales operation. The customer base is twofold: a Rochester-area general consumer audience (free viewers, newsletter subscribers, app users) and a fragmented base of local SMB and brand advertisers, with no disclosed anchor customers or subscription revenue.

Name

WHEC-TV 10 NBC

Legal name

WHEC-TV, LLC

Website

https://whec.com

Company type

Private

Founded year

1953

Headcount range

101–250 employees

Short description

WHEC-TV 10 NBC is the NBC-affiliated Channel 10 television station serving the Rochester, NY DMA. Operating as News10NBC under Hubbard Broadcasting since 1953, it delivers local news, weather, sports, and investigative content across broadcast, digital, mobile, and voice platforms to a general consumer audience and local advertisers.

Ownership category

akta.pro rank

Product category

Local Television Broadcasting

NAICS

Television Broadcasting Stations (516120)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

Network-Affiliated Local TV Stations (ABC/CBS/NBC/FOX/CW/Telemundo/Univision, etc.) (MPABACAE)

akta.pro secondary industry

Local TV Station Groups (Owned & Operated/Station Chains) (MPABACAA)

Keywords

• Local television broadcasting
• NBC affiliate broadcasting
• Broadcast advertising sales
• Digital news publishing
• Local weather coverage

Headquarters

HQ city

Rochester

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Television advertising: Local broadcast TV advertising sales; the whec.com site provides a dedicated Advertising section linking advertisers to station sales, and the Privacy Policy describes use of hashed emails and behavioral data to deliver targeted ads on station Platforms.
2. Digital programmatic and targeted advertising: Digital advertising via Advertising Partners, Microsoft Clarity/Advertising, Google Analytics, Raptive (CMI Marketing), and Nielsen measurement. Includes hashed-email targeted advertising and behavioral ad delivery across website, mobile apps, and partner inventory.
3. Sweepstakes and contest prize fulfillment: Operator-run contests (e.g., Sahlen's Six Hours of The Glen Giveaway) collect entries and require sweepstakes information (age, date of birth, mailing address, SSN for winners) to fulfill prizes.
4. Text-message marketing consent program: Operator-run subscription programs send autodialed marketing text messages to consented mobile numbers (text and data rates may apply).

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

WHEC-TV 10 NBC is the NBC-affiliated local broadcast television station serving the Rochester, NY market, delivering free over-the-air news, weather, sports, and investigative programming under the News10NBC brand. The station extends its core offering through digital platforms including the whec.com website, mobile news and weather apps, an Alexa skill, livestream, and email newsletter, alongside multiple broadcast subchannels. Content is monetized primarily through television and digital advertising sold to local and regional advertisers.

Product overview

WHEC-TV 10 NBC (marketed as News10NBC) is a single unified local-TV station brand rather than a multi-product SaaS platform: its core product is the News10NBC news and broadcast offering, delivered across web (https://www.whec.com/), mobile apps (News and Weather Apps, First Alert Weather App), voice (News10NBC on Alexa), and broadcast sub-channels (MeTV Rochester, Sunday Mass, Rochester in Focus). Layered on top are a suite of editorial modules — News10 Investigates, Freedom's Frontier, and verticals such as Good Question, Fact Check, Consumer Alerts, and Sports — alongside First Alert Weather, which bundles the First Alert Weather App, Interactive Rochester Radar, Threat Tracker, and the First Alert Live Camera Network. The site also offers supporting features including Livestream and Programming Guide, Request Video, Share a Photo or Video, a Newsletter signup, Contests, Community Calendar, and Alexa integration, all operated under the Hubbard Broadcasting umbrella.

Differentiator

Problem solved

Functional benefit

Products and services

• News10NBC (WHEC-TV Channel 10 NBC Affiliate Broadcast) Core local-news broadcast service: the NBC affiliate television channel serving Rochester, NY, providing top news, local news, weather, sports, investigative reporting, and community content free over-the-air to viewers in the Rochester DMA.
• First Alert Weather (Branded Weather Service) WHEC-TV's branded local weather service delivering current conditions, 10-day forecast, closings/delays, interactive radar, threat tracker, and the First Alert Live Camera Network to Rochester-area viewers across broadcast, web, and mobile.
• First Alert Weather App Standalone mobile weather application providing forecast, radar, and severe-weather alerts under the First Alert Weather brand for the Rochester DMA.
• Livestream Live stream of WHEC-TV's broadcast feed accessible from web and connected devices, extending the on-air channel beyond over-the-air distribution.
• News10NBC Investigates Branded investigative-reporting service covering consumer-protection, fraud, and accountability stories in the Rochester market under the News10NBC brand.
• MeTV Rochester Subchannel Digital broadcast subchannel carried by WHEC-TV that delivers MeTV classic-TV programming to Rochester-area viewers over-the-air.
• News10NBC on Alexa Amazon Alexa voice skill that surfaces News10NBC news, weather, and station content to consumers via voice queries on Alexa-enabled devices.

Quantifiable outcome

• Free over-the-air NBC affiliate serving Rochester NY market with multi-subchannel lineup and full digital extensions

Named customers1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• NBC (NBCUniversal)flagshipOEM/ Whitelabel/ Licensing PartnerWHEC-TV operates as the NBC network affiliate on Channel 10 in the Rochester NY market. The NBC logo is displayed on the station's homepage and the brand 'News10NBC' is built around the network affiliation, anchoring the station's primary broadcast content.
• Hubbard Broadcasting (Hubbard Television Group)flagshipStrategic or Co-development PartnerWHEC-TV, LLC is a Hubbard Broadcasting Company. Hubbard Television Group operates shared digital platforms, advertising infrastructure, privacy/legal operations, and Careers across KSTP-TV, KSTC-TV, WDIO-TV, KAAL-TV, KOB-TV, WNYT-TV, and WHEC-TV.
• MeTVcoreOEM/ Whitelabel/ Licensing PartnerMeTV Rochester is carried as one of WHEC-TV's subchannels, with a direct link to metv.com from the station site.
• StartTVminorOEM/ Whitelabel/ Licensing PartnerStartTV is carried as a WHEC-TV subchannel, with the StartTV logo linking to starttv.com from the station homepage.
• ION TelevisionminorOEM/ Whitelabel/ Licensing PartnerION Television is carried as a WHEC-TV subchannel, linked via iontelevision.com on the station homepage.
• HandiTVminorOEM/ Whitelabel/ Licensing PartnerHandiTV is carried as a WHEC-TV subchannel, linked via handitv.com on the station homepage.
• GritTVminorOEM/ Whitelabel/ Licensing PartnerGritTV is carried as a WHEC-TV subchannel, linked via grittv.com on the station homepage.
• Defy TVminorOEM/ Whitelabel/ Licensing PartnerDefy TV is carried as a WHEC-TV subchannel, linked via defytvnet.com on the station homepage.
• Microsoft (Microsoft Clarity and Microsoft Advertising)coreTechnology or IntegrationHubbard Television Group partners with Microsoft Clarity and Microsoft Advertising to capture how users interact with the website through behavioral metrics, heatmaps, and session replay to improve products/services, optimize the site, and serve advertising.
• CMI Marketing, Inc. d/b/a RaptivecoreChannel Partner/ Reseller/ DistributorWHEC.com is affiliated with Raptive for the purposes of placing advertising on the Platform; Raptive collects and uses certain data for advertising purposes per its Creator Advertising Privacy Statement.
• NielsencoreTechnology or IntegrationWHEC Platforms feature Nielsen proprietary measurement software, allowing audiences to contribute to market research such as Nielsen Ratings, with opt-in/opt-out options via the Nielsen Digital Measurement Privacy Policy.
• Google AnalyticscoreTechnology or IntegrationHubbard Television Group uses Google Analytics on its Services, with an opt-out available via Google Analytics Opt-out Browser Add-on.
• The Associated Press (AP)coreGTM or Marketing PartnerWHEC.com publishes extensive AP-sourced national and international news, sports, politics, business, technology, science, health, entertainment, and strange news under AP Top News categories.
• KSTP-TV, LLC (Operator of WHEC-TV websites)flagshipStrategic or Co-development PartnerThe whec.com website is operated by KSTP-TV, LLC under the Hubbard Television Group, sharing Terms of Use, privacy infrastructure, and digital platform operations across the station group.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• WROC-TV (CBS 8 Rochester): WROC-TV is the CBS affiliate in the Rochester, NY DMA — directly competing with WHEC-TV for local news, weather, and sports audiences, and competing head-to-head for the same local advertiser budgets in the same geography.
• WHAM-TV (ABC 13 Rochester): WHAM-TV is the ABC affiliate serving the Rochester DMA, offering a directly comparable local news, weather, and investigative product competing for the same Rochester audiences and advertisers as WHEC-TV.
• WUHF-TV (Fox Rochester): WUHF-TV is the Fox-affiliated station in the Rochester market, competing directly with WHEC-TV in local news and entertainment programming within the same DMA and overlapping advertiser base.
• Spectrum News Rochester: Spectrum News Rochester is a 24/7 local cable news channel serving the same Rochester DMA audience as WHEC-TV, competing for local-news attention and ad share with a similar content-led, advertising-supported model.

Broad incumbents

• Tegna Inc. Tegna is a major U.S. local TV station group owning multiple network affiliates (including NBC affiliates) with the same broadcast-plus-digital operating model as WHEC-TV, though across many DMAs rather than specializing in Rochester.
• Nexstar Media Group: Nexstar is the largest U.S. owner of local TV stations, including several NBC affiliates, operating the same network-affiliate-plus-digital-content-and-advertising business model as WHEC-TV at significantly greater scale.
• Sinclair Broadcast Group: Sinclair operates one of the largest portfolios of local TV stations in the U.S., with a broadcast-plus-digital and content-syndication model directly comparable to WHEC-TV's News10NBC platform.
• Gray Television: Gray Television owns and operates a large portfolio of local TV stations across mid-sized U.S. markets, sharing WHEC-TV's mid-market network-affiliate operating model and digital extension strategy.
• E.W. Scripps Company: Scripps operates local TV stations and a national news brand (Scripps News), sharing WHEC-TV's local broadcast plus digital platform structure but at significantly greater scale.

Others

• Hubbard Broadcasting: Hubbard Broadcasting is the parent company of WHEC-TV, LLC and operates the broader Hubbard Television Group that WHEC belongs to; comparable as the parent context for shared digital/advertising infrastructure across the seven-station group.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/whec-tv-10-nbc

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WHEC-TV 10 NBC