WLTZ
WLTZ (NBC 38) is a local NBC-affiliated television station providing news, weather, sports, and community coverage to viewers in Columbus, Georgia and the East Alabama border region.
- Company typePrivate
- Founded2002
- HeadquartersColumbus, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What WLTZ does
WLTZ (branded NBC 38) is a local broadcast television station licensed to serve the Columbus, Georgia designated market area, including East Alabama communities such as Auburn, Opelika, Phenix City, Harris County, and Chambers County. The station's core product is locally produced news, weather, sports (including high school athletics, Auburn University coverage, and Atlanta Braves/Falcons), and community event coverage, augmented by NBC network programming distributed under a network affiliation agreement. Distribution is multi-modal: over-the-air digital broadcasting on channel 38, cable and satellite carriage (including DirecTV and Dish Network), and digital streaming via the WTVM News app on Roku and connected-TV platforms, with additional reach through the Zeam news streams aggregator.
WLTZ firmographics
Firmographics- Name
- WLTZ
- Legal name
- Gray Television Licensee, LLC
- Website
- https://wltz.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- WLTZ (NBC 38) is a local NBC-affiliated television station providing news, weather, sports, and community coverage to viewers in Columbus, Georgia and the East Alabama border region.
- Ownership category
- akta.pro rank
WLTZ industry classification
Industry- Product category
- Local Television Broadcasting
- NAICS
- Television Broadcasting Stations (51612)
- 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
Where WLTZ is headquartered
LocationHeadquarters
- HQ city
- Columbus
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
WLTZ business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Advertising Revenue: The station generates revenue through local and national advertising placements during news programming, sports broadcasts, and other content windows. Advertising includes direct local businesses and national advertising networks distributed through Gray Television.
- NBC Network Affiliation: As an NBC-affiliated station, WLTZ carries NBC network programming including national news, entertainment, and sports content. This affiliation provides access to NBC's audience and revenue sharing arrangements.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
WLTZ product offering
Product offeringCore offering
WLTZ (NBC 38) is a local broadcast television station operating as the NBC affiliate for the Columbus, Georgia designated market area. The station delivers local news, weather, sports, and community event coverage, combined with NBC network programming, distributed over-the-air on channel 38, through cable and satellite providers, and via digital streaming platforms including the WTVM News app and wltz.com.
Product overview
WLTZ is a single local NBC-affiliated television station offering broadcast news, sports coverage, weather reporting, and community event coverage. The station operates as a local news outlet without a platform-plus-modules architecture or separate product modules.
Differentiator
Problem solved
Functional benefit
Products and services
- WLTZ NBC 38 News Broadcasting Local broadcast television station providing local news, weather, sports, community event coverage, and NBC network programming to viewers in the Columbus, Georgia designated market area and surrounding East Alabama communities.
Companies that use WLTZ
Customer profileSegments1 record
Ideal customer profiles1 record
WLTZ technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
WLTZ partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Gray Television Licensee, LLCcoreSagamoreHill of Columbus GA, LLC (the licensee of WLTZ TV) filed an application with the FCC on August 14, 2025 to assign the broadcast license to Gray Television Licensee, LLC. This transfer would bring WLTZ under Gray Television's ownership alongside sister station WTVM.
- NBC (Network Affiliation)coreWLTZ operates as the NBC affiliate for the Columbus, Georgia market, carrying NBC network programming including national news, entertainment shows, and sports content. The station is identified as NBC 38 in the market.
Scale indicators2 records
Recent moves6 records
Expansion highlights3 records
WLTZ competitors and assessment
Company assessmentDirect peers
- WRBL: CBS affiliate serving the Columbus, GA DMA, competing head-to-head with WLTZ for local news, sports, and political advertising within the same geographic market.
- WTVF: NBC affiliate in Nashville, TN owned by Scripps. Comparable network-affiliate business model, multi-platform distribution strategy, and local-news-driven revenue mix in a mid-sized regional market.
- WTVM: ABC affiliate and sister station to WLTZ in Columbus, GA, also operated under Gray Television. Direct competitor for local news viewers, advertising dollars, and retransmission agreements in the same DMA.
- WJBF: ABC affiliate in Augusta, GA covering a neighboring Georgia market with comparable demographic profile and local-news operating model to WLTZ.
- WYFF: Another NBC network affiliate owned by Hearst, operating in a similarly sized regional market (Greenville-Spartanburg). Comparable in affiliation tier, audience scale, and reliance on NBC programming and local news.
Broad incumbents
- Tegna: Major local-broadcast holding company with stations in mid-sized US markets, sharing WLTZ's reliance on network affiliations, political-cycle ad spending, and retransmission fees.
- Sinclair Broadcast Group: One of the largest US local broadcast station groups with overlapping network-affiliate stations in mid-sized DMAs. Comparable business model, ad sales structure, and exposure to linear-TV secular decline.
- E.W. Scripps Company: Diversified local broadcaster operating network-affiliate stations and national networks (ION, Court TV, NewsNation). Comparable in NBC/ABC/CBS affiliate portfolio and local-news operating economics.
- Nexstar Media Group: Largest US TV station operator with a portfolio of network affiliates across hundreds of markets. Directly comparable in terms of affiliation economics, retransmission revenue, and local-news-driven ad sales.
- Gray Television: Pending acquirer and parent broadcaster group operating a large portfolio of local TV stations nationwide. Provides the relevant operating, sales, and programming playbook against which WLTZ will be benchmarked post-close.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
WLTZ social profiles
Digital presenceWLTZ financial estimates
Financial estimateRevenue estimate
Valuation estimate
WLTZ leadership team
Management profileNumber of profiles
WLTZ funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WLTZ 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 WLTZ
What does WLTZ do?
WLTZ (NBC 38) is a local broadcast television station operating as the NBC affiliate for the Columbus, Georgia designated market area. The station delivers local news, weather, sports, and community event coverage, combined with NBC network programming, distributed over-the-air on channel 38, through cable and satellite providers, and via digital streaming platforms including the WTVM News app and wltz.com.
Is WLTZ a public or private company?
WLTZ is a private company. It is classified as corporate owned and is currently operating.
When was WLTZ founded?
WLTZ was founded in 2002. It employs 11 to 50 people.
Where is WLTZ based?
WLTZ is headquartered in Columbus, United States, in the North America region.
How does WLTZ make money?
Two revenue lines are on record. Advertising Revenue is the primary driver. The others are NBC Network Affiliation.
Who are WLTZ's main competitors?
Direct peers on record are WRBL, WTVF, WTVM, WJBF and WYFF. Broad incumbents are Tegna, Sinclair Broadcast Group, E.W. Scripps Company, Nexstar Media Group and Gray Television.
Does WLTZ have an API?
No public API is recorded for WLTZ.
What industry is WLTZ in?
WLTZ's product category is Local Television Broadcasting. Its primary akta.pro industry code is MPABACAE, Network-Affiliated Local TV Stations (ABC/CBS/NBC/FOX/CW/Telemundo/Univision, etc.), with a secondary code of MPABACAA, Local TV Station Groups (Owned & Operated/Station Chains). Its NAICS code is 51612 and its SIC code is 4833.