WILX-TV

What WILX-TV does

WILX-TV (branded as "News 10") is a local broadcast television station licensed to Lansing, Michigan, and serving the Mid-Michigan market including Lansing, Jackson, Shiawassee, and Eaton counties. Founded in 1959 and operating on channel 10, the station is an NBC affiliate owned by Gray Television, Inc. (NYSE: GTN), a publicly traded broadcasting conglomerate. WILX-TV's core product is the main "News 10" broadcast, supplemented by the "Studio 10" weekday lifestyle program, "First Alert Weather" (featuring a radar and skycam network), and "News 10 Investigates" investigative journalism. The station also produces original content including "We the People" / America 250 historical coverage, "Schools Rule," and "Aging Untold."

The technology stack is a standard broadcast-plus-digital distribution platform: over-the-air transmission on channel 10 with 10+ digital subchannels (MeTV, Heroes & Icons, ION Television, The 365, True Crime Network, Outlaw, Start TV, Story Television, Movies!, Decades), a responsive website (wilx.com), dedicated iOS and Android applications for news and weather, livestreaming on Roku/Fire TV/Apple TV, and a NextGen TV (ATSC 3.0) deployment. No proprietary AI/ML capabilities, APIs, or software products are disclosed; the technology positioning is conventional broadcast infrastructure augmented by standard digital publishing and streaming.

The business model is advertising-driven. Revenue streams include local and national broadcast advertising sales, digital advertising (display, pre-roll, sponsored content, newsletter), programming sponsorships (notably for "Studio 10"), and advertising-related professional services (production, consulting, digital management) governed by Gray Television's standard terms and conditions. A separate digital marketing services arm (GDM Lansing, gdmlansing.com) extends the station's commercial offering into managed digital advertising. The customer base consists of two distinct groups: viewers in the Mid-Michigan DMA (consuming news, weather, sports, and lifestyle content) and advertisers (predominantly local and regional SMBs seeking community-level reach, supplemented by national advertisers through Gray Television). Advertising rates are quote-based and not publicly disclosed. The station does not disclose revenue, headcount detail, or financial metrics at the entity level.

Name

WILX-TV

Legal name

Gray Television, Inc.

Website

https://wilx.com

Company type

Public

Founded year

1959

Operating status

Operating

Headcount range

11–50 employees

Short description

WILX-TV (News 10) is an NBC-affiliated local broadcast television station in Lansing, Michigan, serving the Mid-Michigan market with news, weather, sports, and lifestyle programming. Owned by Gray Television (NYSE: GTN), the station distributes content via broadcast, digital subchannels, mobile apps, and streaming platforms to viewers and local advertisers.

Ownership category

akta.pro rank

Product category

Local Broadcast Television

NAICS

Television Broadcasting Stations (516120), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)

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

News OTT & Live News Streaming Channels (MPABAHAK)

Keywords

• Local broadcast television
• Local news coverage
• Weather forecasting
• Lifestyle programming
• Community journalism

Headquarters

HQ city

Lansing

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Advertising Sales: Local and national advertising sales across broadcast television, digital platforms, and streaming services generating the primary revenue stream
2. Digital Advertising: Online advertising including display ads, pre-roll video ads, sponsored content, and newsletter advertising
3. Programming Sponsorships: Sponsorships and partnerships for specific programming segments and community features such as Studio 10 lifestyle show content
4. Advertising Services: Production services, consulting services, and digital management services sold to advertisers subject to Gray Television standard terms and conditions

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

WILX-TV (News 10) is a local NBC-affiliated broadcast television station operating on channel 10 in Lansing, Michigan, delivering hyperlocal news, weather, sports, and lifestyle content to the Mid-Michigan market. The station provides comprehensive local news coverage through News 10 Investigates, First Alert Weather forecasting and severe weather alerts, local high school and college sports coverage, and the weekday lifestyle program Studio 10. Content is distributed across over-the-air broadcast, cable/satellite, streaming, mobile apps, and digital platforms.

Product overview

WILX-TV operates as a local broadcast television station (channel 10) under Gray Local Media, delivering news, weather, sports, and lifestyle content to Mid-Michigan. The core offerings include the main News 10 broadcast service, the Studio 10 lifestyle program, and First Alert Weather service. Digital add-ons include News 10+ premium content, dedicated mobile apps for news and weather on iOS and Android platforms, and digital subchannels (MeTV, Heroes & Icons, ION Television, The 365, True Crime Network, Outlaw). The station also produces original programming segments and maintains digital presence through social media channels.

Differentiator

Problem solved

Functional benefit

Products and services

• WILX-TV / News 10 Local broadcast television station providing news, weather, sports, and community content to the Lansing and Mid-Michigan area, airing on channel 10 with digital subchannels including MeTV, Heroes & Icons, ION Television, The 365, True Crime Network, Outlaw, Start TV, Story Television, Movies!, and Decades.
• Studio 10 Mid-Michigan's weekday lifestyle show featuring local people, food, businesses, health, parenting, and entertainment content, broadcast on WILX at 3:00 PM with segments covering style, wellness, food, featured guests, and community coverage.
• First Alert Weather Weather forecasting and alerting service providing severe weather alerts, 7-day forecasts, interactive radar, skycam network, and weather maps for the Mid-Michigan viewing area.
• News 10+ Premium streaming and app service offering extended content including press conference coverage and additional video content available on mobile devices.
• WILX News App Mobile application for iOS and Android devices providing breaking news alerts, severe weather notifications, closings notifications, and streaming video content from WILX News 10.
• WILX Weather App Dedicated weather mobile application providing First Alert Weather forecasts, radar imagery, and weather alerts for Android and iOS devices.

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Tegna: Major US local TV station group with a portfolio of network-affiliated stations. Comparable as a peer broadcast operator with similar local news, advertising, and digital distribution dynamics.
• Nexstar Media Group: The largest US owner of local television stations. Comparable as a broadcast group peer; competing with Gray Television for advertising relationships, syndicated content, and political advertising dollars across overlapping Mid-Michigan and adjacent markets.
• WDIV: NBC-owned flagship station (Local 4) in Detroit, a much larger-market network affiliate with significantly greater resources. Comparable in network affiliation and broadcast operations but operates at a materially larger scale than WILX-TV.
• Sinclair Broadcast Group: One of the largest US television station operators, directly comparable as a multi-station local broadcasting group. Serves as a peer for industry positioning, advertising scale, and local TV operating benchmarks relative to Gray Television.
• Graham Media Group: Mid-sized US local TV station group owning NBC, CBS, ABC, and Fox affiliates. Comparable as a peer operator of mid-market network-affiliated local TV stations with similar business model dynamics to WILX-TV under Gray.

Direct peers

• WWMT: CBS-affiliated local TV station (Newschannel 3) serving the Kalamazoo/Battle Creek market, operating with a comparable broadcast-plus-digital model and competing for regional Michigan viewership and advertising spend.
• WLNS: CBS-affiliated local TV station (News 6) directly competing with WILX-TV in the Lansing DMA, offering comparable local news, weather, and sports coverage with a similar multi-platform distribution model.
• WSYM: Fox-affiliated local TV station (Fox 47) headquartered in Lansing, Michigan, directly competing with WILX-TV for local news viewers and Mid-Michigan advertising dollars across broadcast and digital channels.
• WOOD-TV: NBC-affiliated local TV station (24 Hour News 8) serving the adjacent Grand Rapids/Kalamazoo DMA. Directly comparable as a network-affiliate peer at similar market size, with overlapping broadcast and digital advertising competition in West Michigan.

Regional players

• WNEM: CBS/MyNetwork-affiliated TV station (TV5) serving the Saginaw/Flint/Bay City DMA in eastern Michigan. Comparable Mid-Michigan regional broadcaster with a similar advertising-driven revenue model and local news focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/wilxtv
• YouTubeyoutube.com/channel/UC45x3YSdL5HGG8UTsIt-csw
• Facebookfacebook.com/wilxnews10
• Instagraminstagram.com/wilxtv
• LinkedInlinkedin.com/company/wilx-tv

Revenue estimate

Valuation estimate

Number of profiles

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 WILX-TV