During its time as a CBS affiliate, the station struggled in the ratings due to the presence of Group W powerhouse KDKA-TV in Pittsburgh, which to this day remains widely viewable in the area both over-the-air and available on cable. KABB Fox News 29 San Antonio provides local news, weather forecasts, traffic updates, investigations, notices of events and items of interest in the community, sports and… WTOV 9 is owned by Sinclair Broadcast Group. It is an affiliate of the network NBC network. As an affiliate, Steubenville NBC tends to focus its original news coverage on local issues during the traditional morning, mid-day, evening and late-night news slots.

Channel 9 had little need to air many ABC shows due to the presence of WTAE-TV , Youngstown affiliate WYTV , and to a lesser extent Columbus affiliate WTVN-TV on cable systems in the area; WSYX is now a sister station to channel 9. WTOV’s signal can be reached as far north as Sharon, Pennsylvania, as far west as Coshocton, as far east as Greensburg, Pennsylvania and as far south as Sistersville, West Virginia. Although the area is much better served by fellow NBC affiliate WPXI, WTOV’s signal can easily be picked up in higher-elevated areas of the city of Pittsburgh with only a “rabbit-ear” antenna.

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To fill in the rest of its broadcasting schedule, the station airs national programs provided by NBC. WTOV, along with WEYI and WROC, were sold to Smith Broadcast Group in 1996. In 2000, Cox Enterprises acquired WTOV, along with fellow NBC affiliate WJAC-TV in Johnstown, Pennsylvania on the other side of the Pittsburgh market, from Sunrise/STC Broadcasting . The station dropped the remaining ABC shows from its schedule soon after Cox took over. It also updated its logo to resemble that of sister station WPXI in Pittsburgh, and along with WJAC, the three were occasionally marketed together as a result until WPXI revamped its news graphics and music package.

WTOV is also carried on many cable systems that fall outside of its broadcast signal in northern West Virginia, western Pennsylvania, and east-central Ohio. WTOV-TV is a television station licensed to Steubenville, Ohio, United States, serving the Wheeling, West Virginia–Steubenville, Ohio market as an affiliate of NBC and Fox. Owned by Sinclair Broadcast Group, the station maintains studios and transmitter facilities on Burr Avenue in Mingo Junction, Ohio .