WBRZ-TV

What WBRZ-TV does

WBRZ-TV is a locally-owned, NBC-affiliated broadcast television station serving the Baton Rouge, Louisiana metropolitan area and the broader Capital Region. Founded in 1955 and operated by Louisiana Television Broadcasting, L.L.C., the station is headquartered at 1650 Highland Road in Baton Rouge and has broadcast continuously for over 70 years. Its core product is local news, weather, sports, and investigative programming on Channel 2, augmented by a diversified multi-platform footprint: the WBRZ.com website, iOS and Android mobile applications, a 24-hour streaming news channel (WBRZ+), a dedicated WBRZ Weather Channel built around the proprietary TrueView© Local Radar system, the WBTR radio station, and active social media presence on Facebook, X, YouTube, Instagram, and TikTok.

The product portfolio is organized around five content verticals: WBRZ News 2 Louisiana (general news), WBRZ Weather (with hurricane tracking and severe weather safety), WBRZ Sports (LSU athletics and local sports), the WBRZ Investigative Unit branded as "2 On Your Side" (consumer advocacy journalism), and Team 2 Traffic (real-time commute information). Supporting infrastructure includes Send2News (user-generated content intake), RSS feeds for content syndication, and a suite of community-programming sub-brands (2une In, 2 Your Town, Click 2 The Pros, Stuff The Bus) that deepen local engagement. The proprietary TrueView© Local Radar is the station's most notable domain-specific technology asset.

WBRZ-TV generates revenue almost exclusively from advertising, monetizing audiences across broadcast television, digital (wbrz.com, mobile apps, social), WBRZ Weather Channel, WBRZ+, and WBTR radio. Go-to-market is sales-led: a dedicated sales department under Director of Sales Chris Venetis works with local and regional business advertisers across all categories via consultative account executives, bundling multi-platform placements into integrated campaigns. Pricing is quote-based and not publicly disclosed. The customer base is a horizontally segmented pool of local and regional SMB advertisers with no disclosed enterprise anchor accounts.

Name

WBRZ-TV

Legal name

Louisiana Television Broadcasting, L.L.C.

Website

https://wbrz.com

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

101–250 employees

Short description

WBRZ-TV is a locally-owned NBC-affiliated television station in Baton Rouge, Louisiana, operating since 1955 and delivering local news, weather, sports, and investigative programming across broadcast Channel 2, digital, mobile, radio, and streaming channels to Capital Region advertisers and viewers.

Ownership category

akta.pro rank

Product category

Broadcast Television

NAICS

Television Broadcasting Stations (51612), Radio Broadcasting Stations (51611), Radio and Television Broadcasting Stations (5161)

SIC

Television Broadcasting Stations (4833), Radio Broadcasting Stations (4832)

akta.pro primary industry

Local News & Weather Stations (MPABACAJ)

akta.pro secondary industries

Rolling News & Breaking News Channels (MPABAIAH), News OTT & Live News Streaming Channels (MPABAHAK)

Keywords

• Local television broadcasting
• Local news coverage
• Weather forecasting radar
• Investigative journalism
• Multi-platform advertising sales

Headquarters

HQ city

Baton Rouge

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Advertising Revenue: Primary revenue stream from local and regional advertisers purchasing commercial spots across television, digital platforms, and specialized channels. The sales department consults on multiple platforms including WBRZ, WBRZ.com, WBTR, The WBRZ Weather Channel, and WBRZ+.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

WBRZ-TV is a locally-owned NBC-affiliated television station (Channel 2) in Baton Rouge, Louisiana that produces and broadcasts local news, weather forecasting via proprietary TrueView© radar, sports coverage, and investigative journalism (2 On Your Side). The station distributes content across over-the-air broadcast, wbrz.com, mobile apps, a 24-hour news stream (WBRZ+), and radio (WBTR), with advertising sales as its primary revenue source.

Product overview

WBRZ-TV is a local television broadcasting station serving the Baton Rouge, Louisiana market with a multi-platform news and entertainment operation. The core offering consists of broadcast television (Channel 2) delivering local news, weather, and sports content, supplemented by digital platforms including WBRZ.com, the WBRZ mobile application, and WBRZ+ (a 24-hour news channel). The product portfolio includes weather services with TrueView radar technology, the Investigative Unit producing '2 On Your Side' consumer journalism, Team 2 Traffic for commute information, and Send2News for user-generated content submissions. The station also operates radio station WBTR and provides RSS feed syndication for content distribution.

Differentiator

Problem solved

Functional benefit

Brands

• WBRZ Weather Channel: Weather programming channel operated by WBRZ-TV
• WBRZ+
• Team 2 Traffic
• 2 On Your Side
• 2une In

Products and services

• WBRZ News 2 Louisiana (Local News Broadcast) Primary local news broadcast and digital news platform delivering Baton Rouge and Louisiana news coverage across Channel 2 television and digital channels for viewers in the Baton Rouge DMA.
• WBRZ Weather Weather coverage product including TrueView© radar, 7-day forecasts, satellite imagery, hurricane tracking, and severe weather safety information for the Baton Rouge area.
• WBRZ Sports Local and regional sports coverage including LSU athletics, high school sports, and professional sports news for the Baton Rouge market.
• 2 On Your Side (Investigative Unit) Investigative journalism unit producing in-depth investigative reports and consumer advocacy stories under the '2 On Your Side' brand for the Baton Rouge audience.
• Team 2 Traffic Traffic monitoring and reporting service providing real-time traffic updates, camera feeds, and commute information for the capital area.
• WBRZ Mobile Application Mobile application for iOS and Android devices enabling access to WBRZ news, weather, video content, and push notifications on mobile devices.
• WBRZ Plus (WBRZ+) 24-hour news channel providing continuous news coverage and live streaming of WBRZ news content.
• WBTR (WBRZ Radio) Radio broadcast station operated alongside the television station for expanded audio news coverage.
• Send2News User-generated content submission platform allowing viewers to submit news tips, photos, and videos to the WBRZ newsroom.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• WAFB: CBS affiliate and long-standing direct competitor to WBRZ-TV in the Baton Rouge DMA, offering the same local news, weather, and sports advertising proposition to overlapping local and regional advertisers.
• WVLA/WGMB (Nexstar): NBC-affiliated and Telemundo local stations in Baton Rouge owned by Nexstar Media Group; compete head-to-head with WBRZ-TV for NBC audience share and local advertising budgets in the same DMA.

Regional players

• WWL-TV: New Orleans-based CBS affiliate owned by TEGNA that overlaps with WBRZ-TV's Louisiana audience and competes for regional and statewide Louisiana advertisers.
• WDSU: New Orleans NBC affiliate (Hearst Television) sharing the NBC network affiliation with WBRZ-TV; competes for Louisiana-wide ad campaigns and serves an adjacent regional market.
• KATC-TV: ABC affiliate serving Lafayette and Acadiana, owned by Sinclair; covers an adjacent Louisiana DMA with the same local news + weather + sports model as WBRZ-TV.

Broad incumbents

• Gray Television: Large U.S. local broadcast group operating dozens of NBC, CBS, ABC, and FOX affiliates; a scaled incumbent peer that competes with WBRZ-TV for network affiliation economics, ad-tech investment, and syndicated content.
• Nexstar Media Group: Largest U.S. owner of local TV stations (including the Baton Rouge NBC/Telemundo duopoly); directly competes with WBRZ-TV in the Baton Rouge DMA and represents the scaled, publicly traded benchmark for local broadcast economics.
• TEGNA: Major publicly traded local broadcast group operating stations including WWL-TV in New Orleans; comparable in business model (news-led local affiliates) and scale to a multi-station peer of WBRZ-TV.
• Hearst Television: Private broadcast group operating NBC and other network affiliates including WDSU New Orleans; same NBC-affiliated, news-and-weather-led operating model as WBRZ-TV but at multi-station scale.
• Sinclair Broadcast Group: National owner of local TV stations including KATC in Lafayette, LA; competes with WBRZ-TV for regional ad budgets, network affiliation leverage, and digital ad-tech investment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/wbrz
• YouTubeyoutube.com/user/WBRZ
• Facebookfacebook.com/wbrznews2
• Instagraminstagram.com/wbrz
• LinkedInlinkedin.com/company/wbrz-tv

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 WBRZ-TV