WFFP will be rebranded WZBJ and operated as a duopoly with Gray’s WDBJ.
Gray Television, owner of WDBJ Roanoke, Va. (DMA 70), has entered into an agreement with Liberty University to acquire WFFP Danville, Va., and WLHG-CD Lynchburg, Va., creating a new duopoly in the 70th ranked market in central and southwestern Virginia. The full-powered station will be rebranded as WZBJ, and join WDBJ under the Gray Television umbrella.
On Sept. 1, WFFP will be rebranded as WZBJ24 and will share news and programming resources from WDBJ. WZBJ will be available over the air and on all cable and satellite providers in the DMA. The station is also available over the air.
WDBJ’s local news programming will appear on WZBJ. Beginning Sept. 3, the WDBJ news team of Melissa Gaona and Logan Sherrill along with chief meteorologist Brent Watts will bring WZBJ viewers news in primetime every weekday at 10 p.m.
In addition, WDBJ7 Mornin’ will add an hour at 7-8 a.m., Monday-Friday on WZBJ. This extra hour will be anchored by Kimberly McBroom, Neesey Payne and Josh Birch. Meteorologist Leo Hirsbrunner will continue to do weather for the morning show.