About WIS 10WIS-TV originally operated as a CBS affiliate, with a secondary affiliation with ABC. In the late 1950s, it also carried programming from the NTA Film Network. In the late 1970s, WIS-TV's parent company, Liberty Life Insurance, decided to get out of the broadcasting business. The company sold the station to the Noon Broadcasting Company in 1979. In 1997, Noon Broadcasting merged with Media General, who owned the state's other CBS affiliate, WCBD-TV in Charleston. The two stations entered into a local marketing agreement and shared some resources, with WCBD-TV serving as the senior partner. In 2002, WIS-TV became the market's sole CBS affiliate when WCBD-TV switched its affiliation to NBC.
Over the years, WIS-TV has been involved in various community and public service initiatives. In the 1970s, the station launched a campaign to provide free smoke detectors to area residents. In the 1980s, it began a program to provide free school supplies to local students. In the 1990s, WIS-TV launched a program to provide free dictionaries to area third graders. In the 2000s, the station began a program to provide free eye exams and eyeglasses to local students in need. WIS-TV has also been involved in various charitable efforts, including fund raising for the American Cancer Society and the United Way.