WDRB
WDRB is a Louisville-based FOX affiliate television station serving the Kentuckiana region with local news, weather, sports, and exclusive originals distributed via broadcast TV, the WDRB+ streaming platform, three mobile apps, and digital newsletters. Acquired by Gray Media Group in May 2026 for $80 million.
- Company typePrivate
- Founded1971
- HeadquartersLouisville, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What WDRB does
WDRB is a FOX-affiliate local television station founded in 1971 and headquartered at 624 W. Muhammad Ali Blvd. in Louisville, Kentucky, serving the Kentuckiana region across Kentucky and southern Indiana. The station delivers local news, weather, sports (with emphasis on Louisville Cardinals, Kentucky Wildcats, and high school athletics), and community-oriented programming, including exclusive originals such as Crossroads, Sports Page, and Foodie Town available through the WDRB+ streaming platform. Its underlying technology combines traditional over-the-air broadcast transmission with a multi-platform digital distribution layer: WDRB+ OTT apps on Roku, Apple TV, and Fire TV; three dedicated mobile applications (News, WDRB+, and Weather with 250-meter resolution radar and predictive "future radar" features); a TownNews-powered website; and email newsletter products (Morning Edition, Evening Edition, Breaking News, Sports Newsletter). The station also operates WBKI as a CW affiliate under shared ownership.
WDRB's business model is overwhelmingly advertising-driven. Revenue streams include local broadcast TV spot advertising (commercial airtime on the FOX affiliate signal), digital advertising on wdrb.com (display, native, and sponsored content marketplace), and advertising-supported streaming through WDRB+. Pricing for advertising is quote-based and undisclosed; the WDRB+ app is free to download with ad-supported content. Customer segments are split two-sided: on the demand side, local and regional advertisers (SMEs and national buyers) purchasing Louisville DMA reach; on the consumer side, geographically-defined Kentuckiana households seeking hyperlocal news, severe weather alerts, and regional sports coverage unavailable from national outlets.
In May 2026, Gray Media Group (NYSE: GTN) completed its $80 million acquisition of WDRB-TV from Block Communications, receiving FCC approval to form a Big Four duopoly by consolidating NBC (WAVE-TV) and FOX (WDRB) affiliates under single ownership in the Louisville market. The transaction was followed by leadership turnover, including the departure of long-time WDRB General Manager Bill Lamb. Headcount is reported at 51–100 employees; revenue and detailed financials are not publicly disclosed.
WDRB firmographics
Firmographics- Name
- WDRB
- Legal name
- Gray Media, Inc.
- Website
- https://wdrb.com
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- WDRB is a Louisville-based FOX affiliate television station serving the Kentuckiana region with local news, weather, sports, and exclusive originals distributed via broadcast TV, the WDRB+ streaming platform, three mobile apps, and digital newsletters. Acquired by Gray Media Group in May 2026 for $80 million.
- Ownership category
- akta.pro rank
WDRB industry classification
Industry- Product category
- Local Broadcast Television
- NAICS
- Television Broadcasting Stations (516120), Television Broadcasting Stations (51612), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)
- SIC
- Television Broadcasting Stations (4833)
- akta.pro primary industry
- Direct-to-Consumer (DTC) Network/Studio Streaming Channels (MPABAHAG)
- akta.pro secondary industry
- News OTT & Live News Streaming Channels (MPABAHAK)
Keywords
Where WDRB is headquartered
LocationHeadquarters
- HQ city
- Louisville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
WDRB business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Television Advertising: Local broadcast television advertising including spot ads, sponsorships, and segment integrations. The station sells commercial airtime to local businesses and national advertisers targeting the Louisville DMA.
- Digital Advertising: Online advertising on wdrb.com including display ads, native content, and sponsored sections such as 'Sponsored Content' marketplace.
- Streaming/Subscription Services: WDRB+ streaming service generates revenue through viewer engagement and likely includes premium content offerings accessible via subscription or ad-supported models on connected devices.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
WDRB product offering
Product offeringCore offering
WDRB is a Louisville-based FOX affiliate local television station that produces and distributes hyperlocal news, weather, sports, and entertainment content to viewers in the Kentuckiana region. Its core offerings are delivered across broadcast television, the WDRB+ OTT streaming platform, mobile applications (news, weather, WDRB+), email newsletters, and the wdrb.com website. Revenue is generated primarily through local and digital advertising sold against this audience reach.
Product overview
WDRB is a Louisville-based FOX affiliate television station that operates a multi-platform media network built around its core broadcast station and digital properties. The product portfolio consists of the main WDRB broadcast station supplemented by three dedicated mobile applications (WDRB Mobile News App, WDRB+ Mobile App, and WDRB Mobile Weather App), streaming applications for connected devices (Roku, Apple TV, Fire TV), live streaming on the website, email newsletter products (Morning Edition, Evening Edition, Breaking News alerts, Sports Newsletter), and exclusive original content series including Crossroads and Sports Page available exclusively through WDRB+. The offerings work together to provide comprehensive local news, weather, sports, and entertainment coverage across the Kentuckiana region.
Differentiator
Problem solved
Functional benefit
Brands
- WDRB+: Streaming app delivering live streams of newscasts, exclusive content like Crossroads, Beat the Spread and Foodie Town, sports commentary from Rick Bozich and Eric Crawford, and coverage of special events like Thunder Over Louisville and the Kentucky Derby.
- WDRB Weather
- Crossroads
- Sports Page
- Point of View
Products and services
- WDRB (FOX 41) Broadcast Television Station FOX-affiliated local television station delivering local news, weather, sports, and entertainment programming over-the-air, via cable/satellite, and through digital platforms to viewers in the Louisville/Kentuckiana market.
- WDRB+ Mobile App
Quantifiable outcome
- WDRB is the number one local news source in Louisville (self-reported)
Companies that use WDRB
Customer profileSegments1 record
Ideal customer profiles2 records
WDRB technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
WDRB partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
WDRB competitors and assessment
Company assessmentRegional players
- WTTV/WXIN (FOX affiliate, Indianapolis): Indianapolis FOX affiliate owned by Nexstar Media. Similar mid-sized Midwest FOX affiliate operating in an adjacent regional market; relevant comp for network programming mix and sports coverage of Indiana teams (IU, Purdue).
- WKYT (CBS affiliate, Lexington, KY): Lexington CBS affiliate and Gray Media-owned station covering the other half of Kentucky. Competitor for statewide Kentucky news, UK Wildcats coverage, and regional ad budgets.
Broad incumbents
- Sinclair Broadcast Group: Largest US TV station operator with national footprint. Competes with Gray for station acquisitions, regional sports network rights, and national advertising deals; relevant as a public-market broadcast peer.
- TEGNA: Major US TV station group (NBC/CBS/ABC affiliates) known for premium local journalism. Direct operational peer for local news investment strategy, digital subscription products, and mid-market station economics.
- Gray Media Group (parent): NYSE-listed parent company (GTN) operating 100+ local TV stations including WDRB. Provides corporate strategy, shared services, and capital allocation context; portfolio-level peer for broadcast group benchmarks.
- Nexstar Media Group: Second-largest US TV broadcaster owning WTTV, WXIN, and dozens of other affiliates. Competitor to Gray Media for M&A and a benchmark for multi-platform streaming and political advertising revenue at scale.
Direct peers
- WHAS11 (ABC affiliate, Louisville): Louisville's ABC affiliate and direct Big Four competitor in the same DMA. Competes head-to-head with WDRB for local news audiences, advertisers, and digital engagement.
- WAVE-TV (NBC affiliate, Louisville): Louisville NBC affiliate now owned by Gray Media Group alongside WDRB. Direct in-market competitor across news, weather, and sports with the closest competitive overlap; post-merger it functions as WDRB's sister station under shared ownership.
- WLKY (CBS affiliate, Louisville): Louisville's CBS affiliate, completing the Big Four competitive set in the DMA. Competes directly with WDRB on local news, weather coverage, and advertising share.
- WXIX (FOX affiliate, Cincinnati): FOX affiliate in the adjacent Cincinnati DMA owned by Gray Media. Closest comparable in terms of network affiliation, parent ownership, mid-market positioning, and multi-platform distribution strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
WDRB social profiles
Digital presenceWDRB financial estimates
Financial estimateRevenue estimate
Valuation estimate
WDRB leadership team
Management profileNumber of profiles
WDRB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WDRB M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WDRB
What does WDRB do?
WDRB is a Louisville-based FOX affiliate local television station that produces and distributes hyperlocal news, weather, sports, and entertainment content to viewers in the Kentuckiana region. Its core offerings are delivered across broadcast television, the WDRB+ OTT streaming platform, mobile applications (news, weather, WDRB+), email newsletters, and the wdrb.com website. Revenue is generated primarily through local and digital advertising sold against this audience reach.
Is WDRB a public or private company?
WDRB is a private company. It is classified as corporate owned and is currently operating.
When was WDRB founded?
WDRB was founded in 1971. It employs 51 to 100 people.
Where is WDRB based?
WDRB is headquartered in Louisville, United States, in the North America region.
How does WDRB make money?
Three revenue lines are on record. Television Advertising is the primary driver. The others are digital Advertising and streaming/Subscription Services.
Who are WDRB's main competitors?
Regional players on record are WTTV/WXIN (FOX affiliate, Indianapolis) and WKYT (CBS affiliate, Lexington, KY). Broad incumbents are Sinclair Broadcast Group, TEGNA, Gray Media Group (parent) and Nexstar Media Group. Direct peers are WHAS11 (ABC affiliate, Louisville), WAVE-TV (NBC affiliate, Louisville), WLKY (CBS affiliate, Louisville) and WXIX (FOX affiliate, Cincinnati).
Does WDRB have an API?
No public API is recorded for WDRB.
What industry is WDRB in?
WDRB's product category is Local Broadcast Television. Its primary akta.pro industry code is MPABAHAG, Direct-to-Consumer (DTC) Network/Studio Streaming Channels, with a secondary code of MPABAHAK, News OTT & Live News Streaming Channels. Its NAICS code is 516120 and its SIC code is 4833.