WPRO-TV originally broadcast from studios located in the Cherry & Webb department store in downtown Providence. In its early years, the station was affiliated with both ABC and CBS, with the majority of its schedule consisting of programming from the latter network. In 1957, WPRO-TV became a primary ABC affiliate, while continuing to carry a limited amount of CBS programming. In the 1960s, the station moved its studios to a new facility in East Providence, which it continues to use to this day. In the 1970s, Cherry & Webb sold both WPRO-TV and WPRO radio to Outlet Communications, the parent company of rival station WJAR-TV. Outlet eventually merged with Heftel Broadcasting, and WPRO-TV is currently owned by Gray Television.