View source for WTSP

{{Short description|Television station in St. Petersburg, Florida}}
{{for|the prison|West Tennessee State Penitentiary}}
{{distinguish|KSTP-TV|KSAZ-TV{{!}}KTSP-TV|WSTP}}
{{Use mdy dates|date=March 2024}}
{{Infobox television station
| callsign               = WTSP
| city                   = St. Petersburg, Florida
| logo                   = 10 Tampa Bay logo for 2020.svg
| logo_alt               = A modernist numeral 10 consisting of five black stripes. To the right are the words "TAMPA" and "BAY" on two lines and the CBS eye in an aqua green color.
| image                  = WTSP station 0.jpg
| image_alt              = Viewed from the road, a cream-colored midcentury building with a large black sign bearing the WTSP logo
| caption                = WTSP's studios in St. Petersburg
| branding               = 10 Tampa Bay
| digital                = 10 ([[VHF]])
| virtual                = 10
| subchannels            =
| translators            = 4 (VHF) [[Hernando, Florida|Hernando]]
| affiliations           = {{ubl|'''10.1:''' [[CBS]]|''for others, see {{section link||Subchannels}}''}}
| owner                  = {{ubl|[[Tegna Inc.]]|''(sale to [[Nexstar Media Group]] pending)''}}
| licensee               = TEGNA East Coast Broadcasting, [[LLC]]
| location               = [[St. Petersburg, Florida|St. Petersburg]]–[[Tampa, Florida]]
| country                = United States
| airdate                = {{Start date and age|1965|07|18|p=y}}
| last_airdate           = 
| callsign_meaning       = Tampa/St. Petersburg
| sister_stations        = 
| former_callsigns       = WLCY-TV (1965–1978)
| former_channel_numbers = {{ubl|'''Analog:''' 10 (VHF, 1965–2009)|'''Digital:''' 24 ([[UHF]], 2000–2009)}}
| former_affiliations    = {{ubl|[[Independent station|Independent]] (July–September 1965)|[[American Broadcasting Company|ABC]] (September 1965–1994)}}
| erp                    = 69 kW
| haat                   = {{Convert|476.9|m|ft|0|abbr=on}}
| facility_id            = 11290
| coordinates            = {{coord|27|49|10.8|N|82|15|38|W|type:landmark_region:US_scale:2000|display=inline, title}}
| licensing_authority    = [[FCC]]
| website                = {{URL|https://www.wtsp.com/}} 
}}

'''WTSP''' (channel 10) is a [[television station]] in [[St. Petersburg, Florida]], United States, serving the [[Tampa Bay area]] as an affiliate of [[CBS]]. The station is owned by [[Tegna Inc.]] and maintains studios on Gandy Boulevard on St. Petersburg's northeast side, just off the [[Gandy Bridge]]; its transmitter is located in [[Riverview, Florida]].

Channel 10 was a latter-day insertion into the Tampa Bay television market, and six groups competed for the channel between 1957 and 1964. Rahall Communications, owner of St. Petersburg radio station [[WWMI|WLCY]], was awarded the [[construction permit]], and WLCY-TV began broadcasting on July 18, 1965, becoming Tampa Bay's [[American Broadcasting Company|ABC]] affiliate that September. For technical reasons, the channel 10 transmitter had to be further north than all other local stations, and the initial tower height was limited to {{convert|549|ft|m}}. As a result, the station had a smaller coverage area and potential audience than its principal competitors, [[WFLA-TV]] and [[WTVT]]. This situation also led to the construction of WXLT (now [[WWSB]]) in [[Sarasota, Florida|Sarasota]] in 1971, providing ABC service to the southern portion of the market but limiting WLCY-TV's reach. A taller tower was constructed in 1979, but the station was unable to move to Riverview until 2011.

In 1977, Gulf United Corporation acquired Rahall Communications and used it as the base of the Gulf Broadcast Group, with corporate headquarters in St. Petersburg. Channel 10 was separated from WLCY radio and changed [[call signs in the United States|call signs]] to WTSP. Under Gulf, a news department previously regarded as under-resourced and amateurish became professionalized and moved into second place in local ratings, at one point challenging WTVT for first place. After Gulf sold to [[Taft Broadcasting]], which in turn was taken over and became Great American Broadcasting, momentum was lost in the mid-to-late 1980s, and the station slipped to third. In 1989, the news director and assistant news director were fired when it emerged they had accessed WTVT's computer systems and used them to make decisions about news coverage at WTSP. Despite various overhauls, the news department rarely moved above third place. On December 12, 1994, a [[1994–1996 United States broadcast television realignment|three-station affiliation switch]] saw WTSP become a CBS affiliate. News ratings did not improve as WTSP's new CBS programming attracted older viewers.

[[Jacor]] acquired WTSP in 1996 and swapped it to [[Tegna Inc.|Gannett]] months later in exchange for six radio stations. Under Gannett—whose broadcasting division became Tegna in 2015—WTSP has remained either in second or third place in local news ratings, having tried several strategies to change its approach and presentation over that time.

==History==
===Construction and early years===
When the [[Federal Communications Commission]] (FCC) allocated television channels in 1952 after lifting a multi-year freeze on new stations, the [[Tampa Bay area]] had been allocated channels 3 (for educational use), 8, and 13 in the [[very high frequency]] (VHF) band and 38 in the [[ultra high frequency]] (UHF) band. The final plan assigned channel 38 instead of the previously contemplated channel 10.<ref name="Tamp520420">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-qa-when-will-tampa-g/180077274/|date=April 20, 1952|page=4-C|first=Tom|last=Matthews|title=Q&A: When Will Tampa Get Television--And Dagmar?|newspaper=Tampa Sunday Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sun --> Channel 38 was occupied by [[WSUN-TV]], owned by the city of [[St. Petersburg, Florida|St. Petersburg]], beginning in 1953; the two commercial VHF channels opened in 1955 as [[WFLA-TV]] (channel 8) in February<ref name="Tamp550213">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-wfla-tv-goes-on-air-fo/180156474/|date=February 13, 1955|page=15-C|title=WFLA-TV Goes On Air For Gasparilla Tomorrow|newspaper=Tampa Sunday Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sun --> and [[WTVT]] (channel 13) in April.<ref name="Tamp550401">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-wtvt-to-go-on-air-at-7/180156534/|date=April 1, 1955|page=31-A|title=WTVT To Go on Air At 7 o'Clock Tonight|newspaper=Tampa Morning Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Fri -->

In January 1955, three St. Petersburg men formed the Suncoast Cities Broadcasting Corporation and asked the FCC to allocate channel 10 to [[Pinellas County, Florida|Pinellas County]], in hopes of "prevent[ing] the major network television activity from being concentrated in Tampa".<ref name="Tamp550122">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-company-formed-group-wi/180077321/|date=January 22, 1955|page=1|title=Company Formed: Group Will Ask New TV Channel For Suncoast|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sat --> The channel had previously been requested by [[Jacksonville, Florida|Jacksonville]] station [[WJHP-TV]], which intended to locate it at [[Bunnell, Florida]].<ref name="Tamp550127">{{Cite news|url=https://www.newspapers.com/article/the-tampa-times-new-port-richey-tv-grant/180077358/|date=January 27, 1955|page=26|agency=Associated Press|title=New Port Richey TV Grant Asked By St. Pete Group|newspaper=The Tampa Times|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Thu --> When WJHP's owners, the ''[[Jacksonville Journal]]'', acquired [[WESH]] in [[Daytona Beach, Florida|Daytona Beach]], their application was disqualified. The commission allocated channel 10 to [[New Port Richey]], sufficiently far enough from Miami where channel 10 could be allocated, on May 15, 1957.{{efn|The FCC quickly dropped the New Port Richey license and assigned channel 10 more broadly to Tampa–St. Petersburg.{{r|Tamp620805}} }} The announcement stirred interest from seven different applicants, some of whom had lost in their attempts to obtain channels 8 or 13: Orange Broadcasting Company, headed by a Tampa department store executive; Walter Tison, the former owner of Tampa's [[WTVT]], and a consortium from [[Clearwater, Florida|Clearwater]]; Suncoast Cities Broadcasting Corporation; Robert A. James, a Tampa businessman associated with the failed bid of Tampa Bay Area Telecasting Corporation; Nelson Poynter, president of the ''[[St. Petersburg Times]]'' newspaper and former owner of St. Petersburg radio station [[WWMI|WTSP (1380 AM)]]; the Rahall group, the current owners of WTSP; and the city of St. Petersburg, which had previously attempted to obtain channel 3 for its use to ensure the continued operation of WSUN-TV.<ref name="StPe570516">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-good-tv-news-suncoast-g/78657882/|date=May 16, 1957|pages=1-A, [https://www.newspapers.com/article/tampa-bay-times-channel/78657875/ 2-A]|first=Stan|last=Witwer|title=Good TV News! Suncoast Gets Another Channel|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Thu --><ref name="Tamp570516">{{Cite news|url=https://www.newspapers.com/article/the-tampa-times-channel-10-action-by-fcc/180077461/|date=May 16, 1957|pages=1, [https://www.newspapers.com/article/the-tampa-times-channel-10-may-bring-new/180077445/ 4]|first=Bob|last=Nystedt|title=Channel 10 Action By FCC May Bring 4th Local Outlet|newspaper=The Tampa Daily Times|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Thu -->  Joining later in the proceeding was Tampa Broadcasters, Inc., owner of Tampa radio station WALT.<ref name="Tamp570601">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-channel-10-race-adds-3-e/180077516/|date=June 1, 1957|page=17|title=Channel 10 Race Adds 3 Entrants|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sat --> St. Petersburg officials viewed obtaining channel 10 as necessary for WSUN-TV to continue. An attorney representing the stations called the proceeding a "life or death matter" for the station, which had thrived in the time between it went on the air and WFLA and WTVT began telecasting.<ref name="Tamp570620">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-attorney-says-filing-li/180077533/|date=June 20, 1957|page=56|title=Attorney Says Filing 'Life or Death' Matter: VHF Channel Seen as Vital To City Television Operation|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Thu --> National sponsors were shunning UHF stations like WSUN-TV in favor of VHF stations like WFLA and WTVT.<ref name="Tamp570531">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-city-to-act-immediately/180077475/|date=May 31, 1957|pages=1-B, [https://www.newspapers.com/article/tampa-bay-times-wsun-applies-for-10/180077498/ 4-B]|title=City To Act Immediately: WSUN To Apply For VHF Channel|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Fri -->

By the time the FCC set hearings on channel 10, there were six applicants in contention. All of them would be limited to towers of {{convert|549|ft|m}} or less at New Port Richey due to aviation restrictions:<ref name="Tamp580603">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-channel-10-tv-hearings-s/180077621/|date=June 3, 1958|page=7-C|title=Channel 10 TV Hearings Start July 28|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Tue --><ref name="Tamp590106">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-fcc-opens-hearings-about/180077662/|date=January 6, 1959|page=13|title=FCC Opens Hearings About TV Channel 10|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Tue -->

* Florida Gulfcoast Broadcasters, the Nelson Poynter group;
* the city of St. Petersburg;
* Suncoast Cities Broadcasting Corporation;
* the Rahall group, incorporated as WTSP-TV, Inc.;
* Tampa Telecasters, Inc., led by [[Kenneth R. Giddens]]; and
* Bay Area Telecasting Corporation, led by former CBS executive J. L. Van Volkenburg.

Though the applicant was still named WTSP-TV, Inc., co-owned WTSP radio changed its [[call signs in the United States|call sign]] to WLCY on July 14, 1959.<ref name="Tamp590714">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-wtsp-becomes-wlcy-today/180119218/|date=July 14, 1959|page=10-B|title=WTSP Becomes WLCY Today|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Tue -->

On February 1, 1961, FCC hearing examiner Millard French handed down an initial decision favoring WTSP-TV, Inc., the Rahall application, for the channel 10 grant. French favored WTSP-TV's proposed programming and program planning and found in favor of it on the factors of integration of ownership and management and the company's past broadcast record. He ruled out Gulfcoast on diversification of media ownership grounds, given Poynter's ownership of the ''St. Petersburg Times'', and its proposal to locate studios only at [[Largo, Florida|Largo]]; found WSUN-TV's programming and broadcast experience poor, outweighing positives of the application; and gave few other preferences to the remaining applications.<ref name="Tamp610202">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-report-asks-channel-10-f/78657890/|date=February 2, 1961|pages=1-B, [https://www.newspapers.com/article/tampa-bay-times-wlcy-tv-bid-is-favored/78657897/ 5-B]|title=Report Asks Channel 10 For WLCY|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Thu --> Multiple losing applicants contested French's initial decision.<ref name="Tamp610208">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-by-four-applicants-chan/180077923/|date=February 8, 1961|page=2-B|title=By Four Applicants: Channel 10 Finding To Be Contested|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Wed --> In September, the commission found in favor of the Rahall application<ref name="Tamp610928">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-at-st-petersburgwtsp/180077953/|date=September 28, 1961|page=13-A|title=At St. Petersburg—WTSP-TV Awarded Channel 10|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Thu --><ref name="Tamp620118">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-rahall-brothers-win-chan/180077980/|date=January 18, 1962|page=1-B|title=Rahall Brothers Win Channel 10|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Thu --> on a 3–2 vote, with two of the FCC's seven commissioners not participating and two dissenters who would have awarded the channel to WSUN-TV. In addition to further challenges by the losing applicants, the FCC's Broadcast Bureau objected to the decision based on changes in the format of WLCY since the initial decision, writing, "WLCY is no longer a station with a record of considerable time devoted to live, religious, discussion and agricultural programming. ... It has instead converted to a disc jockey and news format." As a result, the commission rescinded the grant and ordered more hearings.<ref name="Tamp620805">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-the-struggle-for-chann/180078100/|date=August 5, 1962|page=7-D|title=The Struggle for Channel 10: Long Battle Continues for Tampa Bay Area's Third VHF Station With New Hearings Scheduled for November in Washington, D.C.|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sun --> After the hearings, the Broadcast Bureau recommended WTSP-TV, Inc., be disqualified, claiming it lacked the character to be a broadcast licensee, but the examiner again found in its favor, leading to yet more appeals.<ref name="Tamp640705">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-settlement-seems-near/180078135/|date=July 5, 1964|page=On the Air 1|first=Bernie|last=McGovern|title=Settlement Seems Near in TV Case|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sun --> In November 1964, the commission upheld the award to WTSP-TV, Inc.<ref name="Tamp641110">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-citys-future-in-tv-radi/180078163/|date=November 10, 1964|pages=1-B, [https://www.newspapers.com/article/tampa-bay-times-fcc-decision-jars-tv-and/180078173/ 9-B]|title=City's Future In TV-Radio Under Study|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Tue -->

As early as 1961, Rahall had a commitment for the new station to affiliate with [[American Broadcasting Company|ABC]], whose programs had been seen on WSUN-TV.{{r|Tamp610928}} In 1962, Rahall signed an agreement with a general contractor to construct studios,<ref name="Tamp620415">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-wtsp-tv-to-telecast-in/180078092/|date=April 15, 1962|page=10-E|title=WTSP-TV To Telecast In January|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sun --> which would be located with the existing WLCY radio studios at 11450 [[U.S. Route 92|Gandy Boulevard]].{{r|Tamp610928}} To get the station on the air faster, Rahall built temporary studios at 2429 Central Avenue.<ref name="Tamp650513">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-temporary-studio-being-f/180078248/|date=May 13, 1965|page=1-B|first=Larry|last=Kellogg|title=Temporary Studio Being Fitted: WLCY-TV Seeks To Get On The Air By Early July|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Thu -->

WLCY-TV began broadcasting on July 18, 1965.<ref name="Tamp650718">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-shows-start-today-on-cha/180078179/|date=July 18, 1965|page=1-B|title=Shows Start Today On Channel 10 TV|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sun --> It operated as an [[independent station]] until September 1, when WSUN-TV's ABC affiliation agreement expired; the first ABC program on channel 10 aired following a special dedication featuring Florida governor [[Haydon Burns]].{{r|Tamp650513}}<ref name="Tamp650830">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-gov-burns-to-speak-as/180078229/|date=August 30, 1965|page=15-A|title=Gov. Burns To Speak As WLCY-TV Joins Network|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Mon --> Work on the permanent studio facility on Gandy Boulevard began in 1967<ref name="Tamp670801">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-contract-signed-on-wlc/180157479/|date=August 1, 1967|page=3-B|first=John|last=McCarthy|title=Contract Signed On WLCY Center|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Tue --> and was completed the next year.<ref name="Tamp681018">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-wlcy-opens-new-home-fo/180157497/|date=October 18, 1968|page=8-B|first=Eleanor|last=Jordan|title=WLCY Opens New Home For TV and Radio|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Fri --> In 1970, an FM radio station, [[WWRM|WLCY-FM]] 94.9, was added to the operation.<ref name="Tamp690909">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-permit-granted-for-new-s/180078459/|date=September 9, 1969|page=4-|title=Permit Granted For New Station|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Tue --><ref name="Tamp700904">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-wlcy-stereo-fm-station/180157560/|date=September 4, 1970|page=7-B|title=WLCY-Stereo-FM Station Gets Official Green Light|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Fri -->

In the Rahall era, WLCY-TV produced several local non-news programs, including a local version of the children's program ''[[Romper Room]]'', the ''Russ Byrd Morning Program'', and a local exercise show, ''The [[Fran Carlton]] Show''.<ref name="Tamp700517">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-suncoast-taped-shows-mar/180157528/|date=May 17, 1970|pages=5-D, [https://www.newspapers.com/article/tampa-bay-times-station/180157537/ 6-D]|first=Clark|last=Inglis|title=Suncoast Taped Shows Marketed Nationally|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sun -->

===Tower woes===
Shortly after going on the air, Rahall petitioned the FCC to let WLCY-TV move its transmitter site to a proposed {{convert|1500|ft|m}} tower in [[Hillsborough County, Florida|Hillsborough County]] southeast of [[Riverview, Florida|Riverview]], an antenna farm where other stations were located. The application received two objections. One was from [[WPLG|Miami's channel 10 station]], concerned about interference from the more southerly site. The other was WSUN-TV, which claimed that any improvement of WLCY-TV's signal would cause it economic hardship.<ref name="Tamp670611">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-tv-antenna-hearing-set-f/180078355/|date=June 11, 1967|page=2-B|title=TV Antenna Hearing Set For Tuesday|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sun --> An FCC examiner and the commission's review board each denied the move, finding that WSUN-TV's "marginal coverage advantage ... may spell the difference between survival and failure" for that station and that a move would thus harm the development of UHF television in Tampa Bay and fail to maintain minimum separation to the Miami station.<ref name="Tamp690213">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-review-board-rejects-wlc/180078365/|date=February 13, 1969|page=10-D|title=Review Board Rejects WLCY Tower Proposal|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Thu --> This decision left WLCY-TV on the shorter tower, already in the opposite direction from the other stations for most viewers,<ref name="Tamp790501">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-wtsps-new-signal-should/179377015/|date=May 1, 1979|page=1D|first=Robert|last=Bowden|title=WTSP's new signal should improve reception|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Tue --> and gave it a coverage area 65 percent the size of WFLA and WTVT.<ref name="Tamp770416">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-channel-10-puts-on-a-n/180157708/|date=April 16, 1977|pages=1-D, [https://www.newspapers.com/article/the-tampa-tribune-channel-10/180157715/ 5-D]|first=Ben|last=Brown|title=Channel 10 Puts On A New Face|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sat --> While WLCY-TV fared better in the core metropolitan area, this transmitter deficiency hurt its ratings. In May 1977, [[Arbitron]] reported that WLCY-TV had finished fourth in ratings behind St. Petersburg UHF station [[WTOG-TV]] (channel 44) in sign-on to sign-off ratings, an unusual occurrence of an independent station beating a network affiliate.<ref>{{Cite news|work=Variety|pages=45, 56|id={{pq|1401320790}}|title=Indie Revolution: Web Affils, Look Out; UHF Fla. Outlet Beats VHF Affil|date=July 27, 1977|first=Larry|last=Michie}}</ref> WLCY-TV's underperformance came just as ABC experienced an increase in its national ratings.{{r|Tamp770416}}

Another effect of the tower disadvantage was to create a void in ABC reception to the south of Tampa Bay. Viewers in areas such as [[Sarasota, Florida|Sarasota]], [[Bradenton, Florida|Bradenton]], and [[Venice, Florida|Venice]] needed cable to watch ABC programs. This led to the construction of [[WWSB|WXLT-TV]] (channel 40) in Sarasota as an ABC affiliate serving six southwestern Florida counties.<ref name="Tamp700902">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-sarasota-tv-station-se/180177601/|date=September 2, 1970|page=8-C|title=Sarasota TV Station Set|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Wed --><ref name="Brad700830">{{Cite news|url=https://www.newspapers.com/article/the-bradenton-herald-tv-station-will-lau/180177527/|date=August 30, 1970|page=3-B|title=TV Station Will Launch Construction|newspaper=The Bradenton Herald|location=Bradenton, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sun --> That station began providing ABC and local programming to 140,000 homes, replacing WLCY-TV on cable systems in its area, when it debuted on October 23, 1971.<ref name="Brad711024">{{Cite news|url=https://www.newspapers.com/article/the-bradenton-herald-station-makes-it-on/110777110/|date=October 24, 1971|pages=1-A, [https://www.newspapers.com/article/the-bradenton-herald-station/110777153/ 2-A]|title=Station Makes It On Air|newspaper=The Bradenton Herald|location=Bradenton, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sun --> WXLT, which became [[WWSB]] in 1986,<ref name="Brad860829">{{Cite news|url=https://www.newspapers.com/article/the-bradenton-herald-channel-40-tv-chang/110776081/|date=August 29, 1986|page=A-15|first=David|last=Lindley|title=Channel 40-TV changing name, boosting staff|newspaper=The Bradenton Herald|location=Bradenton, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Fri --> served to leave WLCY-TV with virtually no ratings in [[Sarasota County]] by 1988.<ref name="Tamp881007">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-tv-station-buzzes-the/180369900/|date=October 7, 1988|pages=1F, [https://www.newspapers.com/article/the-tampa-tribune-local-news-coverage-ma/180369860/ 3F]|first=Walt|last=Belcher|title=TV station buzzes the big guys|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Fri -->

In 1972, Rahall made a second attempt at improving its tower facility, this time by building a new, {{convert|1495|ft|m|adj=on}} tower to increase its coverage area by 40 percent. WXLT and, for a time, WTOG-TV objected, with WXLT claiming it would lose viewers and advertisers were the new tower to be built. The commission and review board approved the tower.<ref name="Tamp771222">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-review-board-oks-chann/180078618/|date=December 22, 1977|pages=Pasco Tribune 1, [https://www.newspapers.com/article/the-tampa-tribune-wlcy-gets-tower-ok/180078627/ 3]|first=Ben|last=Brown|title=Review Board Oks Channel 10 Tower|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Thu --> Having lost at the FCC, WXLT unsuccessfully attempted to have a local court halt construction of the tower.<ref name="Tamp780829">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-suncoast-tv-stations-in/67913650/|date=August 29, 1978|page=3D|first=Robert|last=Bowden|title=Suncoast TV stations in towering conflict|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Tue --><ref name="Tamp781129">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-suit-over-tv-tower-throw/180078698/|date=November 29, 1978|page=3B|first=Janice|last=Martin|title=Suit over TV tower thrown out of circuit court|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Wed --> The $1.5&nbsp;million tower and transmitter facility were activated in June 1979.<ref name="Tamp790504">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-channel-10-has-high-ho/179376979/|date=May 4, 1979|pages=1D, [https://www.newspapers.com/article/the-tampa-tribune-tower/179376996/ 8D]|first=Ben|last=Brown|title=Channel 10 Has High Hopes For Gains With New Tower|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Fri --><ref name="Tamp790604">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-take-a-look-something/179377041/|date=June 4, 1979|page=5-D|type=Advertisement|title=Take a look: Something is new under our sun!|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Mon --> In January 1981, the station was allowed to change its [[city of license]] from Largo to St. Petersburg.<ref>{{Cite web|url=https://fccdata.org/?lang=en&pn=21486&facid=11290|title=WTSP: BMPCT-19800701KF Major Modification |website=FCCdata.org|publisher=REC Networks|quote=MP(BPCT-790712KE) to chg. station location from Largo, FL, to ST. PETERSBURG, FL. Also requests waiver of Section 73.1201(b)(2) of the Rules to identify station as St. Petersburg–Tampa, FL.}}</ref>

===The Gulf and Taft era===
Gulf United Corporation—the parent company of Gulf Life, Florida's largest life insurer—announced it would acquire Rahall Communications in February 1977 as part of a push into broadcasting.<ref name="Tamp770211">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-rahall-to-be-tv-radio-fl/180078546/|date=February 11, 1977|page=8B|first=Clayton|last=Reed|title=Rahall to be TV-radio flagship for Gulf Life Holding|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Fri --><ref name="Tamp770603">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-gulf-uniteds-purchase/180078590/|date=June 3, 1977|page=7-B|first=Roy|last=Bertke|title=Gulf United's Purchase Of Rahall Final|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Fri --> To comply with ownership rules, Gulf United had to divest the radio stations to acquire WLCY-TV. It sold the radio stations to [[Harte-Hanks]], with WYNF-FM (the former WLCY-FM) being further sold to [[Taft Broadcasting]].<ref>{{Cite news|title=Harte-Hanks buys Southern, sets off chain of complex station trading: Newspaper-television owner acquires 13 outlets; crossownership rules make for further deals with planned Gulf United-Rahall merged firm|pages=19–20|work=Broadcasting|id={{pq|1014700895}}|date=August 29, 1977}}</ref>

When the $38&nbsp;million acquisition closed in September 1978, it made the Rahall brothers the single largest owners of Gulf United. Since WLCY radio and television had been separated, the television station took a new call sign: WTSP,<ref name="Tamp780914">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-gulf-uniteds-buy-of-w/174884415/|date=September 14, 1978|page=3-H|first=Roy|last=Bertke|title=Gulf United's Buy Of WLCY, Ch. 10, Finally Completed|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Thu --><ref name="Tamp780915">{{Cite news|url=https://www.newspapers.com/article/the-tampa-times-new-call-letters/180078642/|date=September 15, 1978|page=4-B|title=New call letters|newspaper=The Tampa Times|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Fri --> for Tampa–St. Petersburg.<ref name="Tamp780925">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-business-people-want-to/180078648/|date=September 25, 1978|page=11A|type=Advertisement|title=Business people want to know "What the blazes is WTSP?"|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Mon -->

Twice, in 1977 and 1982, ABC—which was looking to upgrade its affiliate base nationally—attempted to convince WFLA-TV to induce an affiliation switch. In 1977, WFLA chose to stay with NBC;<ref name="Tamp820209">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-abc-executive-says-affil/145693578/|date=February 9, 1982|page=1-D|first=Karl|last=Vick|title=ABC executive says affiliate talks are 'routine'|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Tue --> in 1982, conversations never progressed to a discussion of financial compensation, and WFLA again stuck with NBC on account of [[Fred Silverman]] no longer running that network.<ref>{{Cite news|id={{pq|1438381177}}|page=45|title=Affils Stick Up For NBC|work=Variety|date=March 16, 1983}}</ref>

Gulf United was acquired by Houston-based [[American General]] in 1983. As part of the transaction, its non-insurance businesses was spun off to Gulf United shareholders as an independent company, Gulf Broadcast Company, based in St. Petersburg.<ref name="Tamp840425">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-local-tv-station-ownersh/180205010/|date=April 25, 1984|pages=1-D, [https://www.newspapers.com/article/tampa-bay-times-stations/180204990/ 3-D]|title=Local TV station ownership nearing full remote control|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Wed --> In 1985, [[Taft Broadcasting]] acquired most of Gulf Broadcast;<ref name="Tamp850202">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-gulf-broadcast-to-sell-r/180204947/|date=February 2, 1985|page=12A|first=Jacob M.|last=Schlesinger|title=Gulf Broadcast to sell radio, TV stations, including WTSP|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sat --> Taft, which already owned WYNF-FM and [[WDAE|WSUN (620 AM)]], had to sell the stations again to meet FCC ownership limits;<ref name="Tamp850304">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-taft-broadcasting-puts-t/90653013/|date=March 4, 1985|pages=1D, [https://www.newspapers.com/article/tampa-bay-times-taft/90653047/ 4D]|first=Karl|last=Vick|title=Taft Broadcasting puts Tampa Bay on its map|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Mon --> the two Tampa Bay stations and three others were sold to [[CBS]].<ref name="Tamp850801">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-taft-buys-gulf-broadcast/180210804/|date=August 1, 1985|page=25A|title=Taft buys Gulf Broadcast stations|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Thu --> On October 12, 1987, an investment group led by [[Carl Lindner Jr.]] completed a [[hostile takeover]] of Taft Broadcasting from the Taft family, which had owned the company;<ref name="Cinc870928">{{Cite news|url=https://www.newspapers.com/article/the-cincinnati-post-tafts-breakup-begin/164114833/|date=September 28, 1987|pages=6C, [https://www.newspapers.com/article/the-cincinnati-post-taft/164114804/ 7C]|first=Richard|last=Gibeau|title=Taft's breakup begins: Approval by 2 percent will OK sale|newspaper=The Cincinnati Post|location=Cincinnati, Ohio|via=Newspapers.com|access-date=February 5, 2025}}</ref><!-- Mon --> the Taft Broadcasting name remained with the Taft family, and the reorganized firm became Great American Broadcasting Company.<ref name="Cinc880201">{{Cite news|url=https://www.newspapers.com/article/the-cincinnati-enquirer-tafts-legacy-li/164114716/|date=February 1, 1988|page=C-1, [https://www.newspapers.com/article/the-cincinnati-enquirer-mechem/164114744/ C-3]|first=Jon|last=Newberry|title=Taft's legacy lives on: But new owner continues cutbacks|newspaper=The Cincinnati Enquirer|location=Cincinnati, Ohio|via=Newspapers.com|access-date=February 5, 2025}}</ref><!-- Mon --> Great American returned to Tampa Bay radio by acquiring WKRL (97.9 FM) from Sandusky Radio in 1989;<ref name="Cinc891003">{{Cite news|url=https://www.newspapers.com/article/the-cincinnati-enquirer-great-american-t/180211925/|date=October 3, 1989|page=C-7|first=Jon|last=Newberry|title=Great American to buy 2 stations: Seeks waiver to purchase FM license in Tampa|newspaper=The Cincinnati Enquirer|location=Cincinnati, Ohio|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Tue --><ref name="Tamp891004">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-wtsp-tvs-owner-may-buy/180212078/|date=October 4, 1989|page=1E|first=Ken|last=Otterbourg|title=WTSP-TV's owner may buy '98 Rock'|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Wed --> the station was relaunched as [[WXTB]].<ref name="Brad900117">{{Cite news|url=https://www.newspapers.com/article/the-bradenton-herald-whole-lotta-led-zep/180212626/|date=January 17, 1990|page=A-9|first=Cynthia|last=Vaughn|title=Whole lotta Led Zeppelin is too much|newspaper=The Bradenton Herald|location=Bradenton, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Wed -->

The 1987 Taft buyout saddled Great American with a substantial debt load it could no longer service,<ref name="Kans931111">{{Cite news|url=https://www.newspapers.com/article/the-kansas-city-star-wdaf-tv-parent-comp/164763613/|date=November 11, 1993|page=B-2|first=Martin|last=Rosenberg|title=WDAF-TV parent company seeks bankruptcy protection|newspaper=The Kansas City Star|location=Kansas City, Missouri|via=Newspapers.com|access-date=February 5, 2025}}</ref><!-- Thu --> and other subsidiaries of Great American Communications Corporation filed for [[Chapter 11 bankruptcy]] protection in 1993, a move that did not affect the television and radio holdings.<ref name="Cinc931229">{{Cite news |last=Henterly |first=Meghan |date=December 29, 1993 |title=GACC plan OK'd: Bankruptcy court signs off on reorganization |page=B5 |work=The Cincinnati Enquirer |location=Cincinnati, Ohio |url=https://www.newspapers.com/clip/90702209/gacc-plan-okd-bankruptcy-court-signs-o/ |access-date=December 17, 2021 |via=Newspapers.com |archive-date=December 18, 2021 |archive-url=https://web.archive.org/web/20211218044104/https://www.newspapers.com/clip/90702209/gacc-plan-okd-bankruptcy-court-signs/ |url-status=live }}</ref><!-- Wed --> After emerging from bankruptcy, Great American Broadcasting changed its name to Citicasters.<ref name="Rock940609">{{Cite news |date=June 9, 1994 |title=Broadcast company changes its name |page=5A |work=Rocky Mount Telegram |agency=Associated Press |location=Rocky Mount, North Carolina |url=https://www.newspapers.com/clip/90654046/broadcast-company-changes-its-name/ |access-date=December 16, 2021 |via=Newspapers.com |archive-date=December 16, 2021 |archive-url=https://web.archive.org/web/20211216082007/https://www.newspapers.com/clip/90654046/broadcast-company-changes-its-name/ |url-status=live }}</ref><!-- Thu -->

===Affiliation switch to CBS===
{{See|1994–1996 United States broadcast television realignment}}

On May 23, 1994, [[Fox Broadcasting Company|Fox]] announced it had agreed to affiliate with 12 stations owned by [[New World Communications]], including WTVT in Tampa. CBS now needed a new affiliate, and WTSP was identified as the most attractive station to replace WTVT as an affiliate.<ref name="Tamp940524">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-wtvt-ch-13-is-switching/31849571/|date=May 24, 1994|pages=1A, [https://www.newspapers.com/article/tampa-bay-times-fox/91216499/ 6A]|first=Helen|last=Huntley|first2=Jennifer L.|last2=Stevenson|title=WTVT-Ch. 13 is switching channels to Fox|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Tue --> As part of a group agreement with [[Scripps-Howard Broadcasting]], ABC announced on June 17 that it would move to the former Fox affiliate, [[WFTS-TV]] (channel 28). This left WTSP seeking a network and CBS still seeking a local affiliate.<ref name="Tamp940616">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-abc-switching-channels-i/68960825/|date=June 16, 1994|pages=1A, [https://www.newspapers.com/article/tampa-bay-times-wtsp/68960914/ 17A]|first=Jennifer L.|last=Stevenson|title=ABC switching channels in bay area|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Thu --><ref name="Tamp940617">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-local-tv-picture-fuzzier/180080189/|date=June 17, 1994|pages=1A, [https://www.newspapers.com/article/tampa-bay-times-picture/180080184/ 15A]|first=Jennifer L.|last=Stevenson|title=Local TV picture fuzzier than ever|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Fri --> WTSP signed with CBS on June 23, setting up a three-station affiliation switch;<ref name="Tamp940624">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-cbs-affiliate-roulette/130890058/|date=June 24, 1994|pages=Florida/Metro 1, [https://www.newspapers.com/article/the-tampa-tribune-tv-shuffle-ends-as-wts/130890085/ 3]|first=Rick|last=Harmon|title=CBS affiliate roulette stops on Channel 10|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Fri --> morning programming moved in September, with ''[[CBS This Morning]]'' airing on WTSP beginning September 12,<ref name="Tamp940909">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-a-change-is-gonna-come-o/68962513/|date=September 9, 1994|page=10C|first=Jennifer L.|last=Stevenson|title=A change is gonna come on TV|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Fri --> and prime time shows moved on December 12.<ref name="Tamp941212">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-has-tv-left-you-dazed-h/180213744/|date=December 12, 1994|pages=1A, [https://www.newspapers.com/article/tampa-bay-times-column-one/180213776/ 5A]|first=Monica|last=Yant|title=Has TV left you dazed? Here's help|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Mon --> The deal left WTSP with an older audience delivered by CBS programming but struggling to attract younger viewers.{{r|Tamp960214}}

===Jacor and Gannett/Tegna ownership===
Citicasters was acquired by [[Jacor|Jacor Communications]], another Cincinnati media concern, for $770&nbsp;million in 1996. At the time, Citicasters owned two television stations and 19 radio stations. In radio, the purchase was significant as the combination of Citicasters and Jacor created a six-station cluster.<ref name="Tamp960214">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-jacor-to-purchase-channe/180213997/|date=February 14, 1996|pages=1E, [https://www.newspapers.com/article/tampa-bay-times-jacor/180214015/ 6E]|first=Robert|last=Trigaux|title=Jacor to purchase Channel 10 owner|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Wed --> Jacor intended to keep WTSP and Cincinnati's [[WKRC-TV]], but it was approached by the [[Gannett Company]] about a possible trade, which was finalized in September 1996. In dealing WTSP to Gannett, Jacor acquired six radio stations, including Los Angeles's [[KIIS-FM]], at the time that city's top-billing radio station, as well as two Tampa Bay–area outlets, [[WHNZ|WDAE (1250 AM)]] and [[WMTX|WUSA-FM]] 100.7.<ref name="Cinc960927">{{Cite news|url=https://www.newspapers.com/article/the-cincinnati-enquirer-jacor-gannett-t/180215249/|date=September 27, 1996|page=B12|first=Jeff|last=Harrington|title=Jacor, Gannett trade properties: Even swap involves Tampa's WTSP-TV for 6 radio stations|newspaper=The Cincinnati Enquirer|location=Cincinnati, Ohio|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Fri --> Conversely, WTSP became Gannett's 16th television station, and Gannett became WTSP's fifth owner within a decade.<ref name="Tamp960927">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-gannett-to-take-over-wts/180080293/|date=September 27, 1996|pages=1E, [https://www.newspapers.com/article/tampa-bay-times-wtsp/180080286/ 2E]|first=Monica|last=Yant|title=Gannett to take over WTSP|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Fri --> On June 29, 2015, the Gannett Company split in two, with one side specializing in print media and the other side specializing in broadcast and digital media. WTSP was retained by the latter company, named [[Tegna Inc.|Tegna]].<ref>{{Cite web|title = Separation of Gannett into two public companies completed|date = June 29, 2015|url = http://www.tegna.com/separation-of-gannett-into-two-public-companies-completed/|publisher = Tegna|access-date = June 29, 2015|archive-date = July 2, 2015|archive-url = https://web.archive.org/web/20150702005302/http://www.tegna.com/separation-of-gannett-into-two-public-companies-completed/|url-status = live}}</ref>

On August 19, 2025, [[Nexstar Media Group]] announced it would acquire Tegna.<ref name="NexacqTegna">{{Cite web |last=Miller |first=Mark K. |date=August 19, 2025 |title=Nexstar Buying Tegna For $6.2 Billion |url=https://tvnewscheck.com/business/article/nexstar-buying-tegna-for-6-2-billion/ |access-date=August 19, 2025 |website=TVNewsCheck |language=en-US |url-status=live |archive-url=https://web.archive.org/web/20250819205146/https://tvnewscheck.com/business/article/nexstar-buying-tegna-for-6-2-billion/ |archive-date= August 19, 2025}}</ref> In Tampa Bay, Nexstar already owns WFLA and [[WTTA]] (channel 38).<ref name="Tamp250821">{{Cite news |last=Muckle |first=Shauna |title=Two Tampa Bay TV stations could merge under one company. What to know |url=https://www.tampabay.com/news/business/2025/08/21/nexstar-tegna-wfla-wtsp-news-channel-8-10-tampa-bay-merger/ |access-date=2025-09-04 |website=Tampa Bay Times |language=en}}</ref>

==News operation==
===Early years===
{{Quote box
| quote = From the standpoint of audience size and general local program quality, the St. Petersburg station so far has had to settle for the image of a poor cousin. It continues to operate with a small, relatively inexperienced staff using whatever gimmicks it can to attract viewers. And so attractive, blonde, Karol Kelly reports the weather. And sports director [[Dick Crippen]] feels free to jazz up his program with personal opinion.
| author = Paul Schnitt
| source = ''[[St. Petersburg Times]]''{{r|Tamp710117}}
| align = right
| width = 250px
| salign = left
}}

WLCY-TV debuted news when it launched in 1965. Its lead anchor was Marshall Cleaver, who had previously worked at WTSP/WLCY radio and before then for Rahall in [[Allentown, Pennsylvania]].<ref name="Tamp740414">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-even-off-air-theyre-ne/180206025/|date=April 14, 1974|page=1-F|first=Charles|last=Benbow|title=Even Off Air, They're News|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sun --> As with other areas of the station, the operation was small, justified as an economy move; comparatively young and inexperienced; and hindered by the inferior transmission facility. In 1971, WLCY radio and TV news director Art Johnson conceded to the ''St. Petersburg Times'', "Obviously, we can't compete with Channel 8 and 13 in news."<ref name="Tamp710117">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-parrot-or-paragon/180157700/|date=January 17, 1971|pages=Floridian 5, [https://www.newspapers.com/article/tampa-bay-times-news/180157697/ 6], [https://www.newspapers.com/article/tampa-bay-times-news/180157683/ 7], [https://www.newspapers.com/article/tampa-bay-times-news/180157678/ 8], [https://www.newspapers.com/article/tampa-bay-times-news/180157676/ 9], [https://www.newspapers.com/article/tampa-bay-times-news/180157671/ 10]|first=Paul|last=Schnitt|title=Parrot Or Paragon?|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sun -->{{rp|10}} In 1975, former WFLA-TV assistant news director [[Arch Deal]], famous as a parachutist, joined the channel 10 staff as an assistant news director and co-anchor of the station's ''[[Eyewitness News]]'' newscasts with Cleaver.<ref name="Tamp751107">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-big-eddie-faces-proble/180206369/|date=November 7, 1975|page=12D|title='Big Eddie' faces problems|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Fri -->

In April 1977, Todd Spoeri became the general manager of WLCY-TV. He instituted a staff shakeup, including firing Cleaver, and moved the early evening newscast from 5:30 to an hour at 6&nbsp;p.m. Deal was demoted from news director{{r|Tamp770416}} and departed shortly thereafter.<ref name="Tamp770621">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-newsman-arch-deal-quit/180206404/|date=June 21, 1977|page=1-B|first=Paul|last=Wilborn|title=Newsman Arch Deal Quits TV|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Tue --> The news staff was doubled from nine to eighteen employees,{{r|Tamp780212}} and the station ran advertisements with such headlines as "They used to laugh at us. They aren't laughing any more." and "They don't have Channel 10 to kick around any more."<ref>{{cite news|title=Rahall Boosts WLCY's Fortunes|page=37|date=December 7, 1977|work=Variety|id={{pq|1401323923}} }}</ref> The move to put WLCY-TV news in direct competition with WFLA and WTVT caused the station's already low 6&nbsp;p.m. news ratings to fall further.<ref name="Tamp780212">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-tv-news-war-fired-qu/180078386/|date=February 12, 1978|pages=1-I, [https://www.newspapers.com/article/the-tampa-tribune-tv-war/180078394/ 12-I]|title=TV News War: Fired, Quitting, Switching|newspaper=The Tampa Tribune-Times|first=Bonnie|last=Haliczer|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Sun --> During Spoeri's 18 months at the station, the station changed news directors twice and experienced a near-total turnover in news staff.<ref name="Tamp781020">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-channel-10-manager-qui/180078678/|date=October 20, 1978|page=2-B|first=Ben|last=Brown|title=Channel 10 Manager Quits, Cites Difference Of Opinion|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Fri --> Among his last hires was [[Wally Kinnan]], a veteran TV meteorologist who arrived at WTSP from [[WKYC-TV]] in [[Cleveland]].<ref name="Tamp780926">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-cleveland-meteorologis/180120487/|date=September 26, 1978|page=3-D|title=Cleveland Meteorologist Joins Channel 10 Oct. 9|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Tue -->

===''Action News'': Contending for second===
Shortly after, the station hired anchor [[Don Harrison]] from [[KMSP-TV]] in [[Minneapolis]].<ref name="Tamp790112">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-stewarts-body-movements/180079006/|date=January 12, 1979|page=3D|first=Robert|last=Bowden|title=Stewart's body movements topple his UNICEF halo|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Fri --> Harrison lasted two years at the station before leaving for a job with [[HLN (TV channel)|Headline News]]. In a 1982 interview, Harrison described the reputation of WTSP's news department at the time: "When I came in, people watched ''[[Action News]]'' for camp. What was going to happen next? What was going to act up next? A joke."<ref name="Tamp821103">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-channel-10-acts-as-catal/180078424/|date=November 3, 1982|pages=1-D, [https://www.newspapers.com/article/tampa-bay-times-tv-news/180078434/ 5-D]|title=Channel 10 acts as catalyst for upgraded news|first=Karl|last=Vick|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Wed --> Daniel Ruth in ''[[The Tampa Tribune]]'' wrote that the station's theme song "would have been played to the strains of a circus calliope" and compared the newscasts unfavorably to ''[[Saturday Night Live]]''{{'s}} ''[[Weekend Update]]'' segments.<ref name="Tamp800326">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-action-10-news-comes/180079053/|date=March 26, 1980|page=8-D|first=Daniel|last=Ruth|title="Action 10' News Comes Of Age|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Wed --> In the years that followed, the station overhauled its news department, adding an investigative unit, leasing a helicopter, and improving its production values.{{r|Tamp821103}} The helicopter provided the first live images of the 1980 [[Sunshine Skyway collapse]].<ref name="Tamp800513">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-picture-perfect-coverage/180080022/|date=May 13, 1980|page=8D|first=Robert|last=Bowden|title=Picture-perfect coverage lacked in-depth reports|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 1, 2025}}</ref><!-- Tue --> Kinnan was replaced in 1980 by [[Dick Fletcher]].<ref name="Tamp800318">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-wally-kinnan-relieved-of/180120447/|date=March 18, 1980|page=10D|title=Wally Kinnan relieved of on-air duties at WTSP|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Tue --> By 1982, the news staff had grown to 50 people; WTSP's 11&nbsp;p.m. newscast was tying or surpassing WFLA-TV's in the ratings, and the 6&nbsp;p.m. newscast was pulling closer to second-rated WFLA.{{r|Tamp821103}}<ref name="Tamp820830">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-wtsp-tries-harder-to-t/180079183/|date=August 30, 1982|page=2-D|first=Walt|last=Belcher|title=WTSP Tries Harder To Take You Along|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Mon --> A WTSP special report on migrant laborers, ''Prisoners of the Harvest'', won a [[George Foster Peabody Award]] in 1983; the reporter, Mark Feldstein, joined [[ABC News (United States)|ABC News]] as a correspondent.<ref>{{Cite news|title=Georgia journalism school bestows it's annual Peabody's|page=68|date=April 18, 1983|work=Broadcasting|id={{pq|1014704772}} }}</ref><ref name="Tamp830718">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-mark-feldstein-to-be-a/180078934/|date=July 18, 1983|pages=1D, [https://www.newspapers.com/article/the-tampa-tribune-feldstein/180078941/ 8D]|first=Walt|last=Belcher|title=Mark Feldstein to be ABC News correspondent|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Mon -->

In the mid-1980s, WTSP was firmly in a second-place position in the local news—where it had once finished fourth.<ref name="Tamp850622">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-profanity-on-the-air-i/180276373/|date=June 22, 1985|page=13-D|first=Walt|last=Belcher|title=Profanity on the air is a sign of changes|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Sat --> The [[Nielsen Media Research|Nielsen]] ratings for July 1985 showed its 11&nbsp;p.m. news tying longtime leader WTVT in the ratings and surpassing it by 2,000 households, though Arbitron reported a substantial distance between the two stations.<ref name="Tamp850830">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-surveys-disagree-on-wh/180276513/|date=August 30, 1985|page=3-D|first=Walt|last=Belcher|title=Surveys disagree on who leads news race|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Fri --> Walt Belcher praised the station's coverage of [[Hurricane Elena]] that September, noting that it "might have the best-looking newscast in the Bay area" and "proved it has the graphics, talent, and hustle to match [WTVT]".<ref name="Tamp850902">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-despite-obstacles-tv/180276621/|date=September 2, 1985|page=1-D|first=Walt|last=Belcher|title=Despite obstacles, TV provided solid coverage|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Mon --> Karl Vick of the ''St. Petersburg Times'' credited WTSP's modern news presentation with forcing changes at its competitors, WXFL{{efn|WFLA-TV was known as WXFL from 1983 to 1988.}} and WTVT.<ref name="Tamp851009">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-competition-keeps-tv-sta/180276805/|date=October 9, 1985|page=Suncoast '85 87|first=Karl|last=Vick|title=Competition keeps TV stations adjusting their service|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Wed --> With this momentum behind it, in September 1986, WTSP changed its evening news at 6&nbsp;p.m. from half-hour to an hour, competing head-to-head with WTVT and leaving WXFL with the only 6&nbsp;p.m. half-hour report.<ref name="Tamp860815">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-channel-10-taking-the-pl/180079192/|date=August 15, 1986|page=3D|title=Channel 10 taking the plunge next month to hour newscast|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Fri --><ref name="Tamp860818">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-action-news-ready-to/180078381/|date=August 18, 1986|page=1D|title='Action News' ready to trounce 'Big 13'|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Mon --> The change was not a success. Where once it seemed like WTSP might supplant WTVT as the most-watched early evening newscast, it suddenly found itself tied with WXFL.<ref name="Tamp861213">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-channel-8s-6-pm-new/180277242/|date=December 13, 1986|page=9-D|first=Walt|last=Belcher|title=Channel 8's 6 p.m. newscast gets big boost in latest TV ratings|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Sat --> The move was undone after less than a year,<ref name="Tamp870811">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-tv-station-halves-even/180277496/|date=August 11, 1987|page=2-B|title=TV station halves evening newscast|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Tue --> and by July 1988 WTSP was in third and a resurgent WXFL had tied WTVT in the 6&nbsp;p.m. news ratings race.<ref name="Tamp880819">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-channel-8-claims-top-n/180277776/|date=August 19, 1988|page=5-F|first=Walt|last=Belcher|title=Channel 8 claims top news spot|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Fri -->

===1989 newsroom hacking scandal===
{{main|Tampa newsroom hacking scandal}}
In 1988, WTSP hired Terry Cole of [[KWCH-DT|KWCH-TV]] in [[Wichita, Kansas]], as its new news director.<ref name="Tamp880826">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-wtsp-names-kansasman/180079230/|date=August 26, 1988|page=2-F|first=Walt|last=Belcher|title=WTSP names Kansas man as news director|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Fri --> Cole's focus was to make WTSP news competitive with its rivals; his biggest priority was giving the station a news presence in the mornings, which debuted as ''Good Morning Florida'' in January 1989,<ref name="Tamp890112">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-wtsp-tv-to-start-6-am/180079396/|date=January 12, 1989|page=6B|first=Janis D.|last=Froelich|title=WTSP-TV to start 6 a.m. newscast|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Thu --> and he was interested in adding a second early evening newscast.<ref name="Tamp880919">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-bringing-channel-10s-ne/180079365/|date=September 19, 1988|page=2D|first=Janis|last=Froelich|title=Bringing Channel 10's news back into the competition|newspaper=St. Petersburg Times|location=St. Petersburg, Florida| via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Mon --> Ratings appeared to be improving under Cole,<ref name="TampT890316">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-replacement-named-for/180079528/|date=March 16, 1989| page=3-B|first=Walt|last=Belcher|title=Replacement named for fired news director|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Thu --> though the change in direction also saw an increase in crime stories and an excessive use of live shots and so-called "exclusive" stories.{{r|CJR89|p=30}}

Cole hired Michael Shapiro as assistant news director: though Cole and Shapiro worked together in the early 1980s at [[KTIV]] in [[Sioux City, Iowa]],{{r|CJR89|p=29}} Shapiro last worked at WTVT. There, he was the assignments manager, with responsibility for story planning and daily news coverage. While at WTVT, Shapiro oversaw the installation and maintenance of WTVT's Basys newsroom computer system.{{r|Tamp890208}} When he was hired, he brought with him a manual for the Basys and a diskette which contained personnel files, among them copies of contracts for four WTVT news employees including anchor [[Hugh Smith (news anchor)|Hugh Smith]].{{r|TampT890520-Raids}} Another WTVT employee, Cary Williams, let Shapiro keep his password to the WTVT computer system, under the impression he could read sports wire copy and send him electronic messages.<ref name="Tamp890524">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-ch-13-worker-let-rival/180079781/|date=May 24, 1989|pages=1B, [https://www.newspapers.com/article/tampa-bay-times-ch-13/180079805/ 8B]|first=Jennifer L.|last=Stevenson|title=Ch. 13 worker let rival into computer|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Wed --> From his home and from WTSP, at Cole's direction,{{r|Tamp890524}} Shapiro accessed WTVT's newsroom computer system on at least 14 occasions. Cole and Shapiro used the information to learn WTVT's plans for story coverage, notes from reporters' interviews, and the names of the station's sources.<ref name="TampT890520-Raids">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-computer-raids-helped/180079714/|date=May 20, 1989|pages=1B, [https://www.newspapers.com/article/the-tampa-tribune-fcc-lawyer-doubts-snoo/180079720/ 8B]|title=Computer raids helped decide news lineups|newspaper=The Tampa Tribune| location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Sat --> Shapiro frequently used information gleaned from the WTVT files to determine or change the order of stories aired on WTSP's evening newscasts, and he handed out copies of WTVT's coverage plans to staffers in WTSP news meetings.{{r|TampT890520-Raids|Tamp890524}} The accesses were not noticed by WTVT until January 12, when that station's morning news producer found that stories, research files, and evening news files were missing. The files had been purged in a 54-minute period when someone on a personal computer had logged in. That login came from a code belonging to assistant news director Bob Franklin, but Franklin did not have a modem and had never used the codes.<ref name="CJR89">{{Cite magazine|title=The Tampa media espionage case: Was the computer used as a weapon in a TV ratings war?|work=[[Columbia Journalism Review]]|date=May 1989|first=Michael|last=Hoyt|pages=27–31|id={{pq|1298112203}} }}</ref> Shapiro, who had been trained on the Basys, denied any knowledge of the events. The station contacted the [[Florida Department of Law Enforcement]] (FDLE) and General Telephone Company of Florida.{{r|Tamp890321}} Because Shapiro had moved to St. Petersburg, calls back to WTVT in Tampa were traceable [[Long-distance calling|long-distance]] calls. General Telephone uncovered that he had dialed into the system from WTSP three times in early January, that the 54-minute phone call originated from Shapiro's new home phone, and that someone at Shapiro's home phone had attempted to log in to the system six times on January 26.{{r|CJR89|p=28}}

On February 7, 1989, the FDLE arrested Shapiro at his home and charged him with 14 felony counts of computer-related crime.<ref name="Tamp890208">{{Cite news| url=https://www.newspapers.com/article/tampa-bay-times-computer-tap-rocks-ch-1/180079440/|date=February 8, 1989|pages=1B, [https://www.newspapers.com/article/tampa-bay-times-computer/180079451/ 5B]|first=Robert|last=Samek|first2=Stevan|last2=Allen|title=Computer tap rocks Ch. 10, Ch. 13|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Wed --> WTVT reported that, at Cole's house, FDLE agents collected evidence including computer software and manuals that were still the property of WTVT.<ref name="Tamp890321">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-newsroom-under-siege/180079537/|date=March 21, 1989|pages=1D, [https://www.newspapers.com/article/tampa-bay-times-siege/180079564/ 4D]|first=Janis D.| last=Froelich|title=Newsroom under siege|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Tue --> On a tip, state investigators later searched WTSP and found a folder hidden behind a storage shed that contained printouts of the personnel files.<ref name="Tamp890506">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-channel-13-personnel-f/180079658/|date=May 6, 1989|pages=1B, [https://www.newspapers.com/article/the-tampa-tribune-data-could-wreak-havo/180079667/ 4B]|first=Frank|last=Ruiz|first2=Walt|last2=Belcher|title=Channel 13 personnel files found at TV rival's building|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Sat --> Rumors swirled in the WTSP newsroom over the presence of printouts from WTVT computer systems.{{r|CJR89|p=31}}

Cole and Shapiro were fired by WTSP on March 14. General manager Vince Barresi noted in a statement, "[A]s a news organization, we realize that if at all possible we must avoid any questions about the objective way we do our business in keeping the public informed through our newscast."<ref name="Tamp890315">{{Cite news| url=https://www.newspapers.com/article/the-tampa-tribune-channel-10-fires-execu/180079495/|date=March 15, 1989|pages=1-A, [https://www.newspapers.com/article/thetampa-tribune-tv-break-in-leads-to/180079501/ 7-A]|first=Louis|last=Lavelle|title=Channel 10 fires executives in computer 'break-in' case|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Wed --> Don North of [[WKRC-TV]] in Cincinnati, which was co-owned with WTSP, was seconded to Tampa to serve as the interim news director<ref name="Tamp890316">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-timeshelp-arrives-in-channel/180079512/|date=March 16, 1989|page=7B|first=Janis D.|last=Froelich|title=Help arrives in Channel 10 newsroom|newspaper=St. Petersburg Times| location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Thu --> before the station hired Mel Martin of [[WJXT]] in [[Jacksonville, Florida|Jacksonville]] the next month.<ref name="Tamp890405">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-wtsp-hires-newsdirect/132871316/|date=April 5, 1989|page=4-F|first=Walt|last=Belcher|title=WTSP hires news director, anchor|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Wed -->

Though Cole was fired by WTSP, he was not charged by authorities until April 10.<ref name="Tamp890411">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-2nd-newsman-charged-in/180079601/|date=April 11, 1989|pages=1A, [https://www.newspapers.com/article/the-tampa-tribune-2-charged-with-raiding/180079610/ 5A]|title=2nd newsman charged in TV computer case|newspaper=The Tampa Tribune| location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Tue --> The two men pled no contest on May 19 and were sentenced by a [[Hillsborough County, Florida|Hillsborough County]] circuit judge to five years of probation, 250 hours of community service, and a small fine.<ref name="Tamp890520">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-two-get-probation-in-tv/180079739/|date=May 20, 1989|pages=1B, [https://www.newspapers.com/article/tampa-bay-times-computer/180079747/ 10B]| title=Two get probation in TV computer theft|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Sat --><ref name="TampT890520">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-tv-newsmen-beg-for-a-b/180079711/|date=May 20, 1989| pages=1B, [https://www.newspapers.com/article/the-tampa-tribune-both-men-have-seen-the/180079716/ 8B]|first=Ivan J.|last=Hathaway|title=TV newsmen beg for a break, get probation|newspaper=The Tampa Tribune| location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Sat --> While the state could have pursued a [[racketeering]] case against WTSP to seize the station,<ref name="Tamp890511">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-state-may-seize-ch-10/180079685/|date=May 11, 1989| pages=1B, [https://www.newspapers.com/article/tampa-bay-times-seize/180079695/ 12B]| first=Jennifer L.|last=Stevenson|title=State may seize Ch. 10|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Thu --> it opted not to start a years-long, expensive case and reached a $750,000 settlement with WTSP.<ref name="Tamp890523">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-ch-10-to-pay-state-750/180079768/|date=May 23, 1989|pages=1B, [https://www.newspapers.com/article/tampa-bay-times-ch-10/180079772/ 6B]| first=Jennifer L.|last=Stevenson|title=Ch. 10 to pay state $750,000|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|accessdate=September 2, 2025}}</ref><!-- Tue --> Two computers used to access WTVT systems were obtained by the Florida Department of Law Enforcement, under a law allowing for the seizure of equipment used to commit a felony.<ref name="Tamp891007">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-state-gets-channel-10-co/180079825/|date=October 7, 1989|page=3B|title=State gets Channel 10 computers|newspaper=St. Petersburg Times|location=St. Petersburg, Florida| via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Sat --> WTVT and WTSP entered into an out-of-court settlement in October.<ref name="Tamp891013">{{Cite news |url=https://www.newspapers.com/article/tampa-bay-times-television-stations-sett/180079832/|date=October 13, 1989|page=8B|title=Television stations settle tampering case|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Fri -->

===Stuck in third===
Mel Martin, as the news director, led the continuation of several projects planned under Cole. WTSP computerized its newsroom; it was the last station in the market to do so. In September, the station changed newscast titles from ''Action News'' to ''NewsCenter 10'' and introduced a new logo. Simultaneously, it launched a 5&nbsp;p.m. newscast co-anchored by Darryl David, previously of [[WMAQ-TV]] in Chicago, and [[Jineane Ford]], a former [[Miss USA]] who had been anchoring in Phoenix.<ref name="Tamp890828">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-local-tv-changes-its-tun/160269941/|date=August 28, 1989|pages=1D, [https://www.newspapers.com/article/tampa-bay-times-fall/160269948/ 2D]|first=Janis D.|last=Froelich|title=Local TV changes its tune for fall season|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 3, 2025}}</ref><!-- Mon --><ref name="Tamp891027">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-news-anchor-shuns-beauty/180079991/|date=October 27, 1989|pages=1D, [https://www.newspapers.com/article/tampa-bay-times-beauty/180079999/ 3D]|first=Janis D.|last=Froelich|title=News anchor shuns beauty queen past|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 3, 2025}}</ref><!-- Fri --> A second evening meteorologist, Dennis Feltgen, was hired.<ref name="Tamp890830">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-wtsp-hires-meteorologist/180079961/|date=August 30, 1989|page=3B|first=Lucy|last=May|title=WTSP hires meteorologist for new show|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 3, 2025}}</ref><!-- Wed --> Ford, who had apparently been promised by Cole that she would succeed Sheryl Browne at 6 and 11&nbsp;p.m., departed two years later to return to Phoenix.<ref name="Tamp910711">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-familiar-faces-leave-b/148111654/|date=July 11, 1991|page=BayLife 4|first=Walt|last=Belcher|title=Familiar faces leave Bay area TV scene|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 3, 2025}}</ref><!-- Thu -->

Steve Mauldin became general manager in 1991, after Barresi's departure.<ref name="Hous910814">{{Cite news|url=https://www.newspapers.com/article/the-houston-chronicle-channel-39-manager/180370387/|date=August 14, 1991|page=3D|first=Ann|last=Hodges|title=Channel 39 manager takes Florida job|newspaper=The Houston Chronicle|location=Houston, Texas|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Wed --> In the year that followed, WTSP experienced turnover of executives and talent, from news director Mel Martin to investigative reporter Kevin Kalwary.<ref name="Tamp920506">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-kalwary-may-end-up-at/180080128/|date=May 6, 1992|page=BayLife 4|first=Walt|last=Belcher|title=Kalwary may end up at another area TV station|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Wed --> In late 1992, the station's main evening anchors both left. John Wilson departed for WTVT, while Sheryl Browne resigned after being removed from the 11&nbsp;p.m. newscast. Martin told Janis D. Froelich of the ''St. Petersburg Times'' that Mauldin had made WTSP "an abysmal place to work".<ref name="Tamp921217">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-local-newscast-scene-tak/180080086/|date=December 17, 1992|page=9B|first=Janis D.|last=Froelich|title=Local newscast scene takes on a nasty tone|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Thu --> One of Mauldin's new hires, anchor [[Jane Akre]], was fired by the station in 1994 and filed a breach of contract lawsuit, all while pregnant.<ref name="Tamp940312">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-newscaster-akre-sues-cha/180121897/|date=March 12, 1994|pages=1B, [https://www.newspapers.com/article/tampa-bay-times-akre/180371438/ 5B]|title=Newscaster Akre sues Channel 10|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Sat --> A 5:30&nbsp;p.m. newscast was added in mid-1994, with the station splitting to two anchor teams. Among the new hires was [[Pat Minarcin]], who joined from a station in [[Albany, New York]].<ref name="Tamp940725">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-wtsp-shuffles-anchors/180080251/|date=July 25, 1994|page=BayLife 4|first=Rick|last=Harmon|title=WTSP shuffles anchors|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Mon --> Ratings were mostly flat after the CBS affiliation switch. Minarcin and Sue Zelenko were promoted to the main 5, 6, and 11&nbsp;p.m. newscasts in April 1995.<ref name="Tamp950401">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-channel-10-weighs-in-new/180080271/|date=April 1, 1995|pages=1B, [https://www.newspapers.com/article/tampa-bay-times-ch-10/180080275/ 6B]|first=Monica|last=Yant|title=Channel 10 weighs in new anchors at 11|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Sat -->

Despite moving into second-place in 6 and 11&nbsp;p.m. news ratings in November 1997, WTSP management opted to replace Minarcin with Reginald Roundtree, who became the first Black main evening anchor in Tampa Bay, in February 1998.<ref name="Tamp980110">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-station-names-black-as-i/180125235/|date=January 10, 1998|page=2B|first=Eric|last=Deggans|title=Station names black as its top anchorman|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Sat --> After remaining on the payroll for 18 months, Minarcin sued, claiming [[age discrimination]] and that the station had failed to help him find employment;<ref name="Tamp991231">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-former-wtsp-ch-10-ancho/180125292/|date=December 31, 1999|page=3B|first=Pamela|last=Davis|title=Former WTSP-Ch. 10 anchor sues claiming age discrimination|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Fri --> an arbitrator ruled in his favor in 2002.<ref name="Tamp020109">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-arbitrator-rules-for-ex/180125521/|date=January 9, 2002|page=2B|first=Tom|last=Zucco|title=Arbitrator rules for ex-anchor in WTSP suit|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Wed --> The station's newscasts remained in third place,<ref name="Brad990829">{{Cite news|url=https://www.newspapers.com/article/the-bradenton-herald-nielsen-says-wtsp-i/180080653/|date=August 29, 1999|page=Arts & Entertainment 3|first=Jeremy|last=Murphy|title=Nielsen says WTSP is tops with Bay area viewers|newspaper=The Bradenton Herald|location=Bradenton, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Sun --> but morning ratings remained low, in large part because of poor ratings for ''[[CBS This Morning]]''.<ref name="Tamp990427">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-familiar-face-will-retur/180080697/|date=April 27, 1999|page=2B|first=Eric|last=Deggans|title=Familiar face will return to WTSP in May|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Tue -->

===In the 2000s===
In October 2002,<ref name="TampT021015">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-channels-10-28-tap-in/180372845/|date=October 15, 2002|page=BayLife 4|first=Walt|last=Belcher|title=Channels 10, 28 Tap Into Viewer Sentiments With Newscast Campaigns|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Tue --> WTSP overhauled its image with a new name ("Tampa Bay's 10"), a new slogan ("Enjoy it. We do.", referring to local life), a new logo, and a new 5&nbsp;p.m. news and features program, ''Life Around the Bay''. It had a softer format that Eric Deggans of the ''St. Petersburg Times'' compared to network morning shows such as ''[[The Today Show]]'' and ''The Early Show''.<ref name="Tamp021027">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-hard-news-vs-happy-talk/68970232/|date=October 27, 2002|pages=10F, [https://www.newspapers.com/article/tampa-bay-times-deggans/180373056/ 5F]|first=Eric|last=Deggans|title=Hard news vs. happy talk|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Sun --> News director Lane Michaelsen noted that ''Life Around the Bay'' was a response to what he called the "sameness" of local TV news.<ref name="Tamp021015">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-wtsp-ch-10-revamps-5-p/180372796/|date=October 15, 2002|page=2B|first=Eric|last=Deggans|title=WTSP-Ch. 10 revamps 5 p.m. newscast|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Tue --> Within six months, ''Life Around the Bay'' moved to 4&nbsp;p.m. as a counterprogramming move; it was the first time WTSP did not have a 5&nbsp;p.m. weeknight newscast since 1989, but observers at other stations characterized it as WTSP giving up.<ref name="Tamp030121">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-wtsp-to-stop-5-pm-news/180373347/|date=January 21, 2003|page=2B|first=Eric|last=Deggans|title=WTSP to stop 5 p.m. newscast|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Tue --><ref name="Tamp030123">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-wtsp-takes-dr-phils/180373411/|date=January 23, 2003|page=BayLife 4|first=Walt|last=Belcher|title=WTSP Takes 'Dr. Phil's' Advice And Moves News Earlier To Make Room|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Thu --> However, the decision to program the popular syndicated talk show ''[[Dr. Phil (talk show)|Dr. Phil]]'' at 5&nbsp;p.m. helped the station win the time slot and pushed the station's 6&nbsp;p.m. news to second place.<ref name="Tamp030523">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-successful-relationshi/180373471/|date=May 23, 2003|page=BayLife 4|first=Walt|last=Belcher|title=Successful Relationship With Dr. Phil Makes WTSP A Winner At 5 p.m.|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Fri -->

''Life Around the Bay'' lost that title in January 2008, when WTSP began broadcasting its local newscasts in high definition and retooled the 4&nbsp;p.m. newscast to a more traditional format.<ref name="Tamp080116">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-wtsp-revamps-broadcasts/180373525/|date=January 16, 2008|page=2B|first=Eric|last=Deggans|title=WTSP revamps, broadcasts in HD|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Wed --> That October, the station rebranded as 10 Connects as part of a reorientation of the news department to promote connection with viewers and multimedia capability.<ref name="Tamp081013">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-your-turn-drops-live-c/180373609/|date=October 13, 2008|page=2B|first=Eric|last=Deggans|title='Your Turn' drops live callers|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Mon --> The year also saw a change in the weather department as Fletcher died of a stroke in February<ref name="Tamp080227">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-dick-fletcher-19422008/180120045/|date=February 27, 2008|pages=1A, [https://www.newspapers.com/article/tampa-bay-times-meteorologist-dick-fletc/180120010/ 10A]|title=Dick Fletcher 1942–2008, 'He lived for weather': The longtime meteorologist for WTSP-Ch. 10 suffered a stroke|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Wed --> and was replaced by [[Tammie Souza]], the market's first female chief meteorologist.<ref name="Tamp080911">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-areas-1st-female-chie/180121354/|date=September 11, 2008|page=Metro 5|first=Walt|last=Belcher|title=Area's 1st Female Chief Meteorologist Hired: Fletcher's post filled at WTSP|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Thu --> The 4&nbsp;p.m. news was discontinued altogether in May 2009,<ref name="Tamp090501">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-family-tops-job-for-spor/180373811/|date=May 1, 2009|page=2B|first=Eric|last=Deggans|title=Family tops job for sportscaster: Channel 10's Allen is returning to California with no job lined up|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Fri --> and by June 2010 the station had newscasts at 5 and 5:30&nbsp;p.m. again.<ref name="Tamp100528">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-holiday-highlight-is-u/180376095/|date=May 28, 2010|page=2|first=Walt|last=Belcher|title=Holiday highlight is U.S. Capitol concert|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Fri --> The 10 Connects moniker was dropped later that year because it confused viewers.<ref name="Tamp100812">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-changes-under-way-at-l/180376108/|date=August 12, 2010|page=2|first=Walt|last=Belcher|title=Changes under way at local news stations|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Thu --><ref>{{Cite news |url=http://blogs.tampabay.com/media/2010/07/citing-viewer-confusion-local-cbs-affiliate-changes-slogan-from10-connects-to10-news-.html |work=St. Petersburg Times |title=Citing viewer confusion, local CBS affiliate changes name from 10 Connects to 10 News|first=Eric|last=Deggans|date= July 29, 2010 |access-date=July 31, 2010 |archive-date=August 1, 2010 |archive-url=https://web.archive.org/web/20100801173125/http://blogs.tampabay.com/media/2010/07/citing-viewer-confusion-local-cbs-affiliate-changes-slogan-from10-connects-to10-news-.html |url-status=dead }}</ref>

===2017 overhaul===
In 2017, WTSP debuted a new logo, several new on-air personalities, and a new morning news format. Known as ''10News Brightside'', the revamped morning program shifted from a more typical presentation toward a discussion of trending stories on social media. Two new anchors to the market hosted ''Brightside'': Jackie Fernandez and [[Rob Finnerty]]. The 11&nbsp;p.m. news was renamed ''Nightside''.<ref name="Tamp170419">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-10news-wtsp-modernizes-f/180119966/|date=April 19, 2017|page=B3|title=10News WTSP modernizes format|newspaper=Tampa Bay Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Wed -->

WTSP has continued to rate third or fourth in local news. In 2020, it was dead-last of four stations in total households and viewers aged 25–54 at 11&nbsp;p.m.<ref>{{Cite web |last=Malone |first=Michael |date=2020-04-27 |title=Tampa’s Stations Team Up on Coronavirus |url=https://www.nexttv.com/news/tampas-stations-team-up-on-coronavirus |access-date=2025-09-04 |website=Broadcasting & Cable |language=en}}</ref> Four years later, it was third in total households but last in viewers aged 25–54.<ref>{{Cite web |last=Malone |first=Michael |date=2024-06-20 |title=Local News Close-Up: Florida’s Gulf Coast Has Reasons To Boast |url=https://www.nexttv.com/news/local-news-close-up-tampa-st-petersburg-florida |access-date=2025-09-04 |website=Broadcasting & Cable |language=en}}</ref> {{As of|June 2025}}, WTSP aired {{frac|30|1|2}} hours a week of local newscasts.<ref>{{Cite web|url=https://publicfiles.fcc.gov/api/manager/download/d5fdd130-548e-fdef-eb8b-241eddf93225/4ac690cc-0191-4139-9ce5-c78087e0ec67.pdf|title=WTSP-Tampa/St. Petersburg Florida, Local Issues Addressed during the 2nd Quarter 2025|date=July 7, 2025|website=Public Inspection File|publisher=[[Federal Communications Commission]]}}</ref>

WTSP's studio location, on [[Tampa Bay]], is in an evacuation zone for hurricanes. During [[Hurricane Elena]] in 1985, the station was off the air for seven and a half hours to comply with evacuation orders.<ref name="Tamp850901">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-tv-brings-the-storm-home/180111885/|date=September 1, 1985|page=13B|title=TV brings the storm home — creditably|first=Kelly|last=Scott|newspaper=St. Petersburg Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 3, 2025}}</ref><!-- Sun --><ref name="TampT850901">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-2-tv-stations-are-forc/180111901/|date=September 1, 1985|page=4-B|first=Walt|last=Belcher|title=2 TV stations are forced to evacuate|newspaper=The Tampa Tribune-Times|location=Tampa, Florida|via=Newspapers.com|access-date=September 3, 2025}}</ref><!-- Sun --> In 2004, WTSP was off the air twice at the height of [[Hurricane Charley]] due to evacuation orders and at one point broadcast from a [[public-access television]] studio.<ref name="Tamp040814">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-eye-wall-to-eye-wall-c/180111761/|date=August 14, 2004|page=4|first=Walt|last=Belcher|title=Eye-Wall To Eye-Wall Coverage Quickly Fades As Storm Passes|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 3, 2025}}</ref><!-- Sat --><ref name="Tamp050607">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-conflict-over-evacuati/180111711/|date=June 7, 2005|page=BayLife 4|first=Walt|last=Belcher|title=Conflict Over Evacuation Plan Costs WFLA News Director His Job|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 3, 2025}}</ref><!-- Tue -->

==Former notable on-air staff==
* [[Jane Akre]] – reporter and 5&nbsp;p.m. anchor, 1992–1994<ref name="Tamp940314">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-akre-disputes-her-firi/180370942/|date=March 14, 1994|page=BayLife 4|first=Walt|last=Belcher|title=Akre disputes her firing from WTSP|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Mon -->
* [[Bubba the Love Sponge]] – commentator, 2011<ref>{{Cite news |date=February 16, 2011 |title=Bring It On Bubba - Pill Mills |url=https://www.wtsp.com/article/home/bring-it-on-bubba-pill-mills/67-388017455 |website=WTSP |access-date=March 14, 2024 |archive-date=March 14, 2024 |archive-url=https://web.archive.org/web/20240314005454/https://www.wtsp.com/article/home/bring-it-on-bubba-pill-mills/67-388017455 |url-status=live }}</ref> 
* [[Michelle Caruso-Cabrera]] – reporter, 1994–1998<ref name="Tamp980724">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-reporter-leaving-chann/180119314/|date=July 24, 1998|page=BayLife 4|first=Kevin|last=Walker|title=Reporter leaving Channel 10 for CNBC beat|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Fri -->
* [[Dick Crippen]] – sports director, 1965–1981<ref name="Tamp810815">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-crippen-moves-to-wfla/180119385/|date=August 15, 1981|pages=1C, [https://www.newspapers.com/article/the-tampa-tribune-crippen/180119425/ 3C]|first=Walt|last=Belcher|title=Crippen Moves To WFLA — Scott Sidelined|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Sat -->
* [[Arch Deal]] – news director and anchor, 1975–1977{{r|Tamp751107|Tamp770621}}
* [[Mike Deeson]] – investigative reporter, 1982–2017<ref name="Tamp820607">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-wtog-does-the-shuffle/180119622/|date=June 7, 1982|page=2-D|first=Walt|last=Belcher|title=WTOG Does The Shuffle|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Mon -->
* [[Rich Fields]] – meteorologist, 2017-2023<ref>{{Cite web|url=https://richfields.tv/meteorology|title=Meteorology|website=Rich Fields|archive-url=https://web.archive.org/web/20220302043403/https://richfields.tv/meteorology |archive-date=March 2, 2022 |access-date= September 3, 2025}}</ref>
* [[Rob Finnerty]] – morning anchor, 2017–2020{{r|Tamp170419}}<ref>{{Cite web |last=Eggerton |first=John |date=February 8, 2021 |title=Newsmax TV Hires Rob Finnerty for Morning Show |url=https://www.nexttv.com/news/newsmax-tv-hires-rob-finnerty-for-morning-show |access-date=September 4, 2025 |website=Broadcasting & Cable |language=en}}</ref>
* [[Dick Fletcher]] – chief meteorologist, 1980–2008{{r|Tamp800318|Tamp080227}}
* [[Jineane Ford]] – 5&nbsp;p.m. anchor and reporter, 1989–1991{{r|Tamp890828|Tamp910711}}
* [[Gina Gaston]] – anchor/reporter<ref name="Hous920928">{{Cite news|url=https://www.newspapers.com/article/the-houston-post-inside-edition-finds/180120137/|date=September 28, 1992|page=B-8|first=Eric|last=Gerber|title='Inside Edition' finds its niche, and a storyline, in Houston|newspaper=The Houston Post|location=Houston, Texas|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Mon -->
* [[Don Harrison]] – anchor, 1979–1981{{r|Tamp821103}}<ref name="Tamp820104">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-wtsp-co-anchors-start/180120302/|date=January 4, 1982|page=2-D|first=Walt|last=Belcher|title=WTSP Co-Anchors Start Tonight|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 2, 2025}}</ref><!-- Mon -->
* [[Wally Kinnan]] – chief meteorologist, 1978–1980{{r|Tamp780926}}
* [[Dion Lim]] – evening anchor, 2014–2017<ref name="Tamp170304">{{Cite news|url=https://www.newspapers.com/article/tampa-bay-times-dion-lim-to-leave-10news/180120531/|date=March 4, 2017|page=1B|title=Dion Lim to leave 10News WTSP|newspaper=Tampa Bay Times|location=St. Petersburg, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Sat -->
* [[Miles O'Brien (journalist)|Miles O'Brien]] – reporter, 1985–1986<ref name="Tamp850107">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-hes-still-waiting-for/180120651/|date=January 7, 1985|pages=1D, [https://www.newspapers.com/article/the-tampa-tribune-belcher/180120621/ 3D]|first=Walt|last=Belcher|title=He's still waiting for cable's arrival|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Mon --><ref name="Tamp861205">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-henderson-gets-close/180120610/|date=December 5, 1986|page=4-D|first=Walt|last=Belcher|title=Henderson gets 'Close-Up' this week|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Fri -->
* [[Noah Pransky]] – investigative reporter, 2009–2018<ref name="News090309">{{Cite news|url=https://www.newspapers.com/article/news-press-oprah-reruns-following-mornin/180376372/|date=March 9, 2009|pages=D1, [https://www.newspapers.com/article/news-press-media-matters/180120729/ D4]|first=Chris|last=Wadsworth|title=Oprah reruns following morning|newspaper=News-Press|location=Fort Myers, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Mon --><ref>{{Cite news|last=Irwin Taylor |first=Janelle |date=2018-11-29 |title=Award-winning watchdog reporter Noah Pransky to leave WTSP |url=https://floridapolitics.com/archives/282235-noah-pransky-leave-wtsp/ |access-date=2025-09-04 |website=Florida Politics |language=en-US}}</ref>
* [[Simeon Rice]] – co-host of ''The Blitz'', local NFL pregame show for 2021 season<ref>{{cite web|url=https://www.wtsp.com/article/sports/nfl/buccaneers/buccaneers-pregame-show/67-a37fac1d-a445-4fb9-a0ca-00573437709e|title='The Blitz': Bucs legend Simeon Rice joins 10 Tampa Bay for weekly pregame show|publisher=WTSP|date=August 25, 2021 |accessdate=23 October 2021}}</ref>
* [[Craig Sager]] – weatherman and sports anchor/reporter, {{circa}} 1975<ref name="Sara150720">{{Cite news|url=https://www.newspapers.com/article/sarasota-herald-tribune-sager-showing-tr/184035195/|first=Doug|last=Fernandes|work=Sarasota Herald-Tribune|date=July 20, 2015|pages=C1, [https://www.newspapers.com/article/sarasota-herald-tribune-fernandes/184035180/ C2]|title=Sager showing true colors in fight of his life}}</ref><ref name="News790808">{{Cite news|url=https://www.newspapers.com/article/news-press-winks-sager-going-to-kansas/180121052/|date=August 8, 1979|page=1C|first=Jay|last=Lawrence|title=WINK's Sager going to Kansas City station|newspaper=News-Press|location=Fort Myers, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Wed -->
* [[Tammie Souza]] – chief meteorologist, 2008–2011{{r|Tamp080911}}<ref name="Tamp110817">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-wtsp-weather-team-gett/180121413/|date=August 17, 2011|page=2|first=Walt|last=Belcher|title=WTSP weather team getting a new chief|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Wed -->

==Technical information==
WTSP's main transmitter is located near [[Riverview, Florida|Riverview]]; the station also broadcasts from a digital replacement [[Broadcast relay station#Translators|translator]] near [[Hernando, Florida|Hernando]].{{r|FCC-LMS-11290}} Its signal is [[Multiplex (TV)|multiplexed]]:
{| class="wikitable"
|+Subchannels of WTSP<ref name=rei>{{cite web|title=Digital TV Market Listing for WTSP|url=http://www.rabbitears.info/market.php?request=station_search&callsign=WTSP#station|website=[[RabbitEars]]|access-date=January 26, 2017|language=en|archive-date=March 26, 2016|archive-url=https://web.archive.org/web/20160326111900/http://www.rabbitears.info/market.php?request=station_search&callsign=WTSP#station|url-status=live}}</ref>
! scope = "col" | [[Digital subchannel#United States|Channel]]
! scope = "col" | [[Display resolution|Res.]]
! scope = "col" | [[Aspect ratio (image)|Aspect]]
! scope = "col" | Short name
! scope = "col" | Programming
|-
! scope = "row" | 10.1 
| [[1080i]] || rowspan=4|[[16:9]] || WTSP-HD || [[CBS]]
|-
! scope="row" | 10.2 
| rowspan="3" |[[480i]]
| Quest || [[Quest (American TV network)|Quest]]
|-
! scope = "row" | 10.3 
| Crime || [[True Crime Network]]
|-
! scope="row" | 10.4 
| NEST || [[The Nest (TV network)|The Nest]]
|- style="background-color:#DFEBF6; border-top: 2px solid #003399;"
! scope = "row" | [[WMOR-TV|32.2]]
| 480i || 16:9 || MeTV || [[MeTV]] ([[WMOR-TV]])
|}

WTSP began broadcasting a digital signal on May 15, 2000, on [[UHF]] channel 24 from its northerly transmitter site near [[Holiday, Florida|Holiday]].<ref>{{cite book|chapter=WTSP-DT|page=A-563|date=2006|title=Television and Cable Factbook|volume=74|publisher=Warren Communications News|isbn=1-57696-058-7}}</ref> The station ceased analog broadcasting on June 12, 2009, as part of the [[Digital television transition in the United States|digital television transition]].<ref name="Analog to Digital">{{Cite web |date=May 23, 2006 |title=DTV Tentative Channel Designations for the First and Second Rounds |url=http://hraunfoss.fcc.gov/edocs_public/attachmatch/DA-06-1082A2.pdf |url-status=dead |archive-url=https://web.archive.org/web/20130829004251/http://hraunfoss.fcc.gov/edocs_public/attachmatch/DA-06-1082A2.pdf |archive-date=August 29, 2013 |access-date=August 29, 2021 |publisher=Federal Communications Commission}}</ref> To counter issues with poor reception, the FCC authorized the station to double its power in February 2010.<ref name="Tamp100205">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-danes-shines-in-role-a/180376997/|date=February 5, 2010|page=2|first=Walt|last=Belcher|title=Danes shines in role as autism advocate|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Fri --> In 2011, WTSP relocated to Riverview, from which most other Tampa Bay TV stations broadcast.<ref name="Tamp110322">{{Cite news|url=https://www.newspapers.com/article/the-tampa-tribune-april-showers-us-with/180377011/|date=March 22, 2011|page=2|first=Walt|last=Belcher|title=April showers us with TV drama|newspaper=The Tampa Tribune|location=Tampa, Florida|via=Newspapers.com|access-date=September 4, 2025}}</ref><!-- Tue --> As this move caused a loss of reception in the northernmost reaches of its previous coverage area, the station built a digital replacement translator at Hernando to serve communities including [[Crystal River, Florida|Crystal River]], [[Beverly Hills, Florida|Beverly Hills]], and [[Inverness, Florida|Inverness]].<ref>{{cite news|title=WTSP-TV moves transmitter to Riverview to increase coverage area|date=October 13, 2011|work=Tampa Bay Examiner}}</ref>

WTSP is also available in [[ATSC 3.0]] (NextGen TV) on the signal of [[WMOR-TV]] (channel 32). In exchange, WTSP hosts a subchannel of WMOR-TV in the ATSC 1.0 format.{{r|rei}}

==Notes==
{{notelist}}

==References==
{{Reflist}}

{{Tampa Bay TV}}
{{Gainesville TV}}
{{Florida English TV}}
{{Tegna}}

{{DEFAULTSORT:Wtsp}}
[[Category:1965 establishments in Florida]]
[[Category:CBS affiliates]]
[[Category:Mass media in St. Petersburg, Florida]]
[[Category:The Nest (TV network) affiliates]]
[[Category:Quest (American TV network) affiliates]]
[[Category:Taft Broadcasting]]
[[Category:Tegna Inc.]]
[[Category:Television channels and stations established in 1965]]
[[Category:Television stations in the Tampa Bay area|TSP]]
[[Category:True Crime Network affiliates]]