News 3 Now Madison

WISC-TV 3 Wisconsin

News 3 Now also known as WISC-TV 3 is a United States based local news service affiliated with CBS and operating in Madison. The flagship media of Morgan Murphy Media launched on June 24, 1956 is stationed at Raymond Road in Madison with transmitter installed on Mineral Point Road in the city’s Middleton Junction Section. TVW is a secondary sub-channel operated by the service affiliated with MyNetworkTV.

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Catchphrase: Family Owned | Wisconsin’s Own

Sister: WKBT-DT




WISC formally signed on air on June 24, 1956 and outbid Madison-based WKOW to become CBS affiliate; the later turned to ABC as a result. WISC 1480 AM (later WOZN 1670 AM) made radio sister with WISC-TV. Despite being the second largest market in Wisconsin, there was a lot of vacuum in Madison as primary VHF signals were already taken by the neighboring markets of Chicago, Milwaukee, Green Bay, La Crosse/ Eau Claire, Rockford and Wausau. However, it to its advantage retained the only VHF signal in the market on Ch 3 which also made it a leader in Madison, something it maintained emphatically during the future discourse. Since its inception Channel 3 has been a CBS affiliate though it carried NTA Film Network and select UPN for brief stints in late 50 and mid 90s respectively. The UPN affiliation in 1999 was dropped when WHPN took to the airwaves. UPN made a return in 2002 on cable and digital subchannel TV which was previously linked with The WB. At present TVW is a My NetworkTV affiliate (since 2006). It completed its 50th on-air anniversary in June 2006.


The Dr. OZ Show and Entertainment Tonight are among the well-known syndicated programs distributed by the service. News 3 Now Live at Four is a non-headline news-bulletin that focuses on the local community news and events. It also produces 9pm news-bulletin for WMSN-TV, a Fox affiliate in Madison, through a news share agreement signed between the two on Jan 1, 22012. It became the maiden commercial station in Madison to turn all its newscasts into HD on Oct 26, 2008.

Local and Regional News, National and World News, Weather, Sports programming, entertainment feeds, lifestyle programing, tech news, opinions, shareable news Madison Magazine, features, opinions, contests and more is available online. Follow the service on Facebook, Twitter, Instagram and YouTube. Here is the website: