Fiktiv USA - KWTV-TV

KWTV-DT, virtual channel 9 (UHF digital channel 25), is a CBS-affiliated television station licensed to Oklahoma City, Oklahoma, United States. Locally owned by Griffin Communications as its flagship station, it is part of a duopoly with MyNetworkTV affiliate KSBI (channel 52). Both stations share studios on Kelley Avenue and 74th Street in Oklahoma City, while KWTV-DT's transmitter is located on the city's northeast side.

John Toole "J. T." Griffin—the owner and president of the Griffin Grocery Company, a Muskogee-based wholesaler and manufacturer of condiments and baking products that he inherited from his father, John Taylor Griffin, after the elder company co-founder died in 1944—became interested in television broadcasting around 1950, after noticing during one of his commutes that many homes in the Oklahoma City area had installed outdoor antennas to receive the signal of primary NBC affiliate WKY-TV (channel 4, now KFOR-TV), the first television station ever to sign on in Oklahoma, which began operation on June 6, 1949. In an effort to secure a grant to operate a television station in Oklahoma City, Griffin—who first entered the broadcasting industry in October 1938, when he purchased local radio station KOMA (1520 AM, now KOKC) from Hearst Radio for $315,000—filed competing construction permit/license applications to the Federal Communications Commission (FCC) under two separate companies in which he held ownership interests.

On September 5, 1951, the Oklahoma Television Corporation—a consortium led by Griffin (who, along with sister Marjory Griffin Leake and brother-in-law James C. Leake, became the company's majority owners in July 1952, with a collective 92.7% controlling interest) and investors that included former Oklahoma Governor Roy J. Turner, company executive vice president Edgar T. Bell (who would later serve as channel 9's first general manager), and Video Independent Theatres president Henry Griffing (who acted as a trustee on behalf of the regional movie theater operator)—filed an application for a construction permit to build and license to operate a television station on VHF channel 9. On June 27, 1952, KOMA Inc., a licensee corporation of KOMA radio that was largely owned by Griffin and the Leakes, filed a separate application to operate channel 9. The FCC eventually granted the license to the Oklahoma Television Corporation on July 22, 1953, after the company struck an agreement with KOMA Inc. days prior to merge their respective bids, in exchange for KOMA purchasing 50% of the shares in Oklahoma Television that were owned by that group's original principal investors. (Under FCC procedure, the Commission's Broadcast Bureau board decided on license proposals filed by "survivor" applicants at the next scheduled meeting following the withdrawal of a competing bid.) Instead of using the KOMA calls assigned to the radio station, the Griffin group chose instead to request KWTV (for "World's Tallest Video") as the television station's call letters, in reference to the transmission tower that was being built behind its studio facility (which was also under construction at the time) on open land near Northeast 74th Street and North Kelley Avenue; the land plot was purchased by KOMA in 1950, with the intention of developing it for a television broadcast facility. (KOMA would vacate its facilities at the now-demolished Biltmore Hotel in downtown Oklahoma City once the Kelley Avenue building was completed.)

After conducting initial test pattern transmissions beginning on December 8, KWTV officially signed on the air on December 20, 1953. The station's first broadcast was a special 30-minute ceremony inaugurating channel 9's launch at 7:00 p.m. that evening, respectively featuring speeches from Griffin, Bell and Turner, announcements of station policies, and an introduction of station stockholders and employees. KWTV was the third and last commercial television station to sign on in the Oklahoma City market during 1953: two UHF stations—KTVQ (channel 25, allocation now occupied by Fox affiliate KOKH-TV), an ABC affiliate that launched on October 28, and KLPR-TV (channel 19, allocation now occupied by Cornerstone Television affiliate KUOT-CD), a DuMont Television Network affiliate that debuted on November 8—would eventually cease operations within three years of their respective debuts. Originally broadcasting daily from 6:00 a.m. to midnight, channel 9 has been a CBS television affiliate since its debut, assuming the local programming rights from WKY-TV, which aired select network shows on a secondary basis since it signed on 4½ years earlier; the affiliation owed to KOMA radio's longtime partnership with the CBS Radio Network, which had been affiliated with its then-radio sister since 1929. KWTV also maintained a secondary affiliation with DuMont, from which WKY-TV had also carried selected programs, until the network discontinued operations in August 1956. On October 15, 1956, KWTV began carrying programming from the NTA Film Network; channel 9 served as the programming service's secondary Oklahoma City affiliate, offering a limited schedule of drama and comedy series. (Most of NTA other shows were shown on WKY-TV, while ABC affiliate KGEO-TV only aired its NTA Film Spectacular anthology series.) This relationship lasted until National Telefilm Associates discontinued the service in November 1961, when KWTV became exclusively affiliated with CBS.

Channel 9—which is one of the few television stations in the United States to have had the same callsign, ownership, primary network affiliation and over-the-air channel allocation throughout its history—temporarily transmitted its signal from KOMA's 300-foot (91 m) broadcast tower near the television station's Kelley Avenue studios. KWTV activated its permanent transmission facility in September 1954; at 1,572 feet (479 m), the tower—which cost $650,000 to construct and weighed 525 short tons (476 t)—became the tallest man-made structure and the tallest free-standing broadcast tower in the world at that time. (It would be surpassed for the title in December 1956, when Roswell, New Mexico-based KSWS-TV [now KOBR] activated a 1,610-foot [490 m] guy-wired tower in Caprock, New Mexico.) To commemorate the new tower, an event that KWTV management estimated had 5,000 attendees, an amateur photography competition was held in which the winning pictures of the tower (with photography equipment donated by local camera stores being awarded to the finalists) would be chosen for inclusion in station publicity advertisements. A young Johnny Carson, then the host of the CBS game show Earn Your Vacation, served as master of ceremonies for the tower's dedication. The Oklahoma Educational Television Authority (OETA)—which, per an agreement with the Oklahoma Television Corporation, was granted free use of the land near the KWTV studio and transmitter—became a tenant on the tower in April 1956, when the educational broadcaster's flagship station KETA-TV (channel 13) activated its transmitter. (The tower was decommissioned following the transition of KWTV and KETA to digital-only broadcasts in the spring of 2009, as their digital transmitters were located on a separate tower between 122nd Street and the John Kilpatrick Turnpike; the antenna and the upper half of the tower were physically disassembled by engineers and crane equipment during the summer of 2014, and its remnant sections were imploded that October.) The station relocated its operations into its new Kelley Avenue studio facility on October 17, 1954.

Some of the local programs that channel 9 produced over the years have included the children's program Miss Fran from Storyland, in which host Fran Morris—who hosted the show from 1958 to 1967, during her tenure as KWTV's director of educational programming, before moving to WKY-TV/KTVY to host the similarly formatted Sunday Morning with Miss Fran for an additional 17 years—told children's stories, conducted arts and crafts demonstrations, displayed viewer-submitted artwork on a "storyboard," and occasionally showcased Davey and Goliath animated shorts; The Gaylon Stacy Show, a half-hour morning talk-variety program—whose host had also helmed two other shows during his tenure at KWTV, the Saturday morning children's show Junior Auction and the variety-game show You Name It—that ran from 1960 to 1970, which featured live guests and on-location celebrity interviews; and Foods 'n Focus, a five-minute-long, Oklahoma Natural Gas-produced cooking show hosted by Jane Frye that ran from 1973 to 1977. The Griffin-Leake interests sold KOMA (which, as of 2019, is now owned by Oklahoma City-based Tyler Media) to Radio Oklahoma, Inc.—an investor-owned group led by radio executive Burton Levine—on November 20, 1956 for $342,500, but chose to retain ownership of KWTV.

Over the years, the Griffin family owned other television stations in Oklahoma and Arkansas. On December 15, 1953 (five days before KWTV signed on), the Griffin-Leake partnership launched their first television station, ABC affiliate KATV in Little Rock, Arkansas; the group would later sign on their second ABC-affiliated station, KTVX (now Tulsa-based KTUL) in Muskogee, on September 18, 1954. Post-split from Leake, Griffin Television bought NBC affiliate KPOM-TV (now Fox affiliate KFTA-TV) in Fort Smith from Ozark Broadcasting Co. in September 1985; then in October 1989, it signed on KFAA (now KNWA-TV) in Rogers as a satellite station serving Fayetteville and other areas of northwest Arkansas that could not receive KPOM's signal. (KPOM and KFAA were owned by the Griffins until 2004, when it sold the two stations to the Nexstar Broadcasting Group.) Griffin Communications re-entered the Tulsa market with its October 2000 purchase of fellow CBS affiliate KOTV from the Belo Corporation; Griffin gained a second station in that market when it purchased Muskogee-based WB affiliate KWBT (now CW affiliate KQCW-DT) from Cascade Broadcasting Group in October 2005.

In April 1961, Triarko Ltd.—a subsidiary of RKO General—purchased a controlling stake in Video Independent Theatres from the estate of the late Henry Griffing. On paper, the 12.5% interest in KWTV included in the deal effectively gave RKO its fifth VHF television station, putting it at the maximum then allowed under FCC ownership rules (alongside its wholly owned station properties in New York City, Los Angeles, Boston and Memphis as well as a controlling stake in a Canadian station in Windsor, Ontario that dually served the Detroit market). This created an issue for a then-ongoing and complex transaction in which RKO was to have acquired WRC-TV and WRC-AM-FM (now WTEM and WKYS) in Washington, D.C. from NBC, trade WNAC-TV (now defunct; former channel allocation now occupied by WHDH), WNAC-AM (now WRKO) and WRKO-FM (now WBZ-FM) in Boston to NBC in exchange for the WRCV television and radio stations (now KYW-TV and KYW (AM)) in Philadelphia, and sell the Washington-based WGMS radio stations (now WWRC and WTOP-FM) to Crowell-Collier Broadcasting. Philco—which protested the 1957 license renewal of WRCV-TV-AM to NBC amid questions over the legality of its purchase of the stations from Westinghouse in exchange for WTAM-AM-FM and WNBK television (now WKYC) in Cleveland the year before—took issue with whether RKO's interest in KWTV violated FCC ownership rules. Addressing this, in August 1962, RKO agreed to sell its stake in channel 9 to minority stockholders Roy Turner and Luther Dulaney, increasing their individual interests in the station to 18.75%.

On November 29, 1963, the Griffin-Leake interests purchased Turner and Dulaney's 25% interests in KWTV for $200,000 and title rights to the equipment used by KWTV, KTUL and KATV. Turner and Dulaney would then sell the equipment, valued at $2.3 million, to First National Bank of Oklahoma City executives C.A. Voss and James Kite for $3 million. Griffin-Leake's Oklahoma stations would then be folded into KATV parent licensee KATV Inc. (subsequently rechristened as Griffin-Leake TV), which would enter into a ten-year, $4.5 million (or $37,500 per month) agreement with Voss and Kite to lease the equipment. Griffin and the Leakes would own approximately all of the common voting stock and collectively own 84% of nonvoting common shares in KATV Inc. post-merger, with 10% of the remaining nonvoting interest held by Edgar Bell (who would remain KWTV's executive vice president and general manager).

In early 1964, KWTV's Kelley Avenue facility was expanded to include a new 72-by-76-foot (22 m × 23 m) soundstage on the building's west end (which would incorporate transistorized broadcasting and recording equipment), and a separate control room and production facilities. On April 17, 1969, Griffin-Leake TV announced its intent to split its assets into two separate companies. Griffin would retain ownership of KWTV under the rechristened entity that became Griffin Television Inc. (renamed Griffin Communications in 2000), while Leake retained ownership of KATV, KTUL, Ponca City-based cable television operator Cable TV Co. of Oklahoma, and a controlling 80% interest in the construction permit for Fajardo, Puerto Rico television station WSTE (now WORO-DT) through the spin-off entity Leake TV, Inc. In 1982, with the launch of the overnight news program CBS News Nightwatch, KWTV became the first television station in the Oklahoma City market to maintain a 24-hour programming schedule on weekdays (KTVY had begun maintaining a 24-hour schedule on Fridays and Saturdays in 1978); the station would not adopt a 24-hour schedule regularly until the launch of CBS News Up to the Minute in September 1992.

Ownership of KWTV would transfer to the familial heirs of John Griffin—widow Martha Watson Griffin (who also assumed her husband's post as KWTV board chairman), and sons John W. and David Griffin (both of whom would become KWTV executives in 1990, with David eventually taking over as President of Griffin Communications in 2001)—after he died on July 26, 1985 at the age of 62. That year, KWTV began producing Bingomania (a co-production with Dayton, Ohio-based Prijatel Productions), a half-hour bingo game show—developed as a relaunch of the local program $20,000 Jackpot Bingo, which premiered on the station in September 1985—that was briefly available in limited national syndication through licensing deals with individual stations; after a two-year run, the program was cancelled in 1987. On February 3, 1997, the station—which had branded itself as "TV-9" since 1981—modified its general branding to "KWTV 9" full-time and retitled its newscasts from Newsline 9 to simply News 9, which would be extended to a full-time generalized brand in May 2001.

On October 25, 2010, KWTV became the first television station in the Oklahoma City market to carry syndicated programming and advertisements inserted during local commercial breaks (including station and network promos) in high definition. On September 29, 2014, Griffin purchased MyNetworkTV affiliate KSBI (channel 52) from Oklahoma City-based Family Broadcasting Group (owned by a consortium led by former KWTV weekend evening meteorologist Brady Brus, which—under its former name, Christian Media Group—outbid Griffin to purchase KSBI in 2001) for $33.5 million. The transaction was finalized on December 1, 2014, making KWTV and KSBI became the fourth commercial television duopoly in the Oklahoma City market. KSBI subsequently migrated its operations from its studio facility on North Morgan Road in Yukon, into KWTV's Kelley Avenue studios on December 6 of that year. On March 1, 2017, in a move mirroring similar rebrandings made by Fox Television Stations for its MyNetworkTV owned-and-operated and independent stations around this timeframe, Griffin extended KWTV's branding to KSBI under the "News 9 Plus" moniker; Griffin Communications CEO David Griffin said the branding extension was designed to "help create a more inclusive and consistent identity for all of our programming".

On July 12, 2021, Griffin Communications announced that it had reached an agreement with real estate development consortium 100 Main LLC to purchase the Century Center business and retail complex in downtown Oklahoma City for $26 million. Griffin will construct a media and operations center that would house KWTV/KSBI's broadcast facilities and the company's corporate headquarters inside a vacant 6,750-square-foot (627 m2) section of the space. Griffin will invest $10 million to renovate the building and plans for the move to be completed by summer 2022. All existing tenants are expected to continue leasing space in the building.

To reach viewers throughout the 34 counties comprising the Oklahoma City Designated Market Area, KWTV-DT extends its over-the-air coverage area through a network of nine low-power digital translator stations – all of which transmit using PSIP virtual channel 9 – encompassing much of Western Oklahoma that distribute its programming beyond the 68.8-mile-wide (110.7 km) range of its broadcast signal.

KWTV-DT currently broadcasts the majority of the CBS network schedule, although its primary feed does not clear CBS This Morning Saturday to accommodate the Saturday edition of News 9 This Morning and the CBS Dream Team block, which run for three hours each. (The program airs instead on News 9 Now, following a simulcast of the local morning newscast's Saturday edition.) Channel 9 may preempt some CBS programs to provide long-form breaking news or severe weather coverage when necessary, or air prime time specials produced by the station's news department. The preempted programs may either be diverted on a live-to-air basis to KSBI (which also holds the right to air any preempted syndicated programs if KWTV airs extended news coverage in their time periods) or—less commonly since Griffin acquired KSBI—rebroadcast over KWTV in place of regularly scheduled overnight programs, although station personnel also gives viewers the option of watching them on CBS's website and mobile app, Paramount+, or its cable/satellite video-on-demand service the day after their initial airing. (News 9 Now previously handled substitute CBS programming responsibilities from its conversion into an over-the-air-originated service in April 2011 until December 2014, when Griffin transferred those duties to KSBI upon assuming operational responsibilities for that station.)

Partly as a result of the January 2021 launch of its 9:00 a.m. newscast, KWTV's weekday schedule relies very heavily on local newscasts and CBS network programs; with only two hours (one hour in daytime and 90 minutes in the evening and late night) not reserved to local and network shows, it has the least weekday programming time allocated to syndicated content among Oklahoma City's major commercial television stations. Syndicated programs broadcast by KWTV-DT as of January 2021 include Dr. Phil, Castle, Wipeout, Extra and Entertainment Tonight.

Seven years before Griffin Communications acquired the latter station, KWTV and KOTV in Tulsa partnered to simulcast three games involving the state's two Central Hockey League franchises, the Oklahoma City Blazers and the Tulsa Oilers, during the league's 1993–94 regular season; the respective sports directors of both stations at that time, Bill Teegins and John Walls, conducted play-by-play for the broadcasts, with KWTV sports anchor Ed Murray (who would later become a news anchor in 1999, and remain in that role until his retirement from television news in 2013) doing color commentary. From 2000 to 2011, KWTV served as the broadcast home for Oklahoma State Cowboys and Cowgirls basketball games under an agreement with Oklahoma State University's Cowboys Sports Network syndication service; the station typically broadcast around three regular season games each year during the run of the contract, which usually aired on a Wednesday or Saturday during prime time.

In August 2013, channel 9 obtained the local television rights to broadcast NFL preseason games involving the St. Louis Rams produced by the team's in-house syndication service, the Rams Television Network; for the 2015 season, KWTV diverted broadcasts of the team's Thursday night preseason games to sister station KSBI. (Prior to its acquisition of channel 52, the Thursday games forced KWTV to air first-run episodes of the CBS reality series Big Brother in late night to allow viewers to watch or record the affected episode on a delayed basis.) KWTV/KSBI's contract with the Rams concluded after the 2015 season as a result of the team's move to Los Angeles effective the following year. (Ironically, most Rams regular season games air on Fox affiliate KOKH-TV by way of Fox's contractual rights to the NFL's National Football Conference, while KWTV only carried regular season games featuring the team if CBS was scheduled to carry an interconference games against an opponent in the American Football Conference, or after 2014, an NFC-only matchup to which Fox passed the rights to CBS under NFL cross-flex broadcasting provisions.)

On July 24, 2015, Griffin announced an agreement with the Oklahoma Secondary School Activities Association (OSSAA) that would return high school football coverage to KSBI after a five-year sabbatical; as a byproduct of the deal, KWTV also maintained partial over-the-air rights to the OSSAA Class 5A and 6A football championships, which were split between the station's main channel, its News 9 Now subchannel and KSBI.

As of September 2021, KWTV-DT broadcasts 41½ hours of locally produced newscasts each week (with seven hours on weekdays, four hours on Saturdays and 2½ hours on Sundays). The News 9 Weather team also provides local weather updates and, in the event of significant severe weather situations (such as a tornado warning) affecting portions of the market, audio simulcasts of long-form severe weather coverage for the Griffin-owned Radio Oklahoma Network and, through a content agreement with locally based Tyler Media Group, the Oklahoma City radio cluster of KOKC, KOMA (92.5 FM), KMGL (104.1 FM), KJKE (93.3 FM) and KRXO-FM (107.7 FM). KWTV also features select stories filed by Tulsa sister station KOTV-DT during its newscasts, and partners with that station to cover news events within the Tulsa market; both stations co-produce the sports analysis program, Oklahoma Sports Blitz, which airs Sundays at 10:25 p.m. on both stations and has been hosted since its August 2001 debut by KWTV sports director Dean Blevins and KOTV sports director John Holcomb.

KWTV has long had a rivalry with KFOR-TV, vying with that station for first place as the most-watched television newscast in the Oklahoma City market in most news timeslots. KWTV had the highest-rated late evening newscast in the United States during the May 2006 sweeps period, and its 10:00 p.m. newscast was the top-rated newscast in the nation in May 2007, and locally during the February 2012 sweeps.

Channel 9's news department began operations when the station signed on the air on December 20, 1953, when it debuted a half-hour newscast at 10:00 p.m. (broken up, respectively, into 15-minute-long weather and news segments), anchored by Mark Weaver. Bruce Palmer, former news director at WKY (930 AM) and eventual national president of the Radio-Television News Editors Association, headed channel 9's news department as its director of news operations until his retirement from broadcasting in 1966. Palmer also conducted weekly editorial segments that dealt with pertinent local issues; the station's editorials, which continued for several years after Palmer's departure, would help earn KWTV several journalistic honors in subsequent years, including the Sigma Delta Chi Award and the National Headliners Club Award. To enable mobility in shooting spot news content, in 1955, KWTV staff photographer Bill Horton devised a saddle-based shoulder camera rig with a port to insert wet cell batteries on the saddle's rear and an Auricon Cine-Voice audio control panel (which was hooked to a dictaphone-style earpiece to monitor the audio recording) at front. By 1959, the station had launched a half-hour noon newscast and a 15-minute-long early evening newscast that led into the CBS Evening News with Douglas Edwards. KWTV is purported to be the first television station in the Oklahoma City market to conduct consumer and investigative reporting, the first to utilize beat reporters, and was the first television station in the United States to air a consumer-investigative news program, Call for Action, which was based on a KOMA radio show of the same title.

In 1962, assignment reporter Ed Turner (who later become the inaugural executive vice president of CNN upon the channel's launch in June 1980) received accolades for a series of reports on James Meredith, who in October of that year, became the first African American to enroll into and attend the University of Mississippi and whose entry led to civil unrest and rioting at the campus. From 1966 to 1971, KWTV utilized the Eyewitness News format, as it was becoming popular among broadcast stations around the U.S. (the Eyewitness News format would resurface in Oklahoma City at KOCO-TV, which originally used it from 1974 to 1977 and again from July 1998). In 1968, the station hired Paul R. Lehman as a weekend anchor and assignment reporter, becoming the first African American to work as a television reporter in the Oklahoma City market; given the lingering racial climate in the southern United States after the passage of the Civil Rights Act, Lehman's appointment was not without controversy, as some viewers who were displeased with his appointment called into the station's phone switchboard to complain, some of whom went so far as to lodge death threats against him. Lehman co-created and hosted a community affairs show aimed at black audiences, Soul Talk, for the station in 1969.

Upon KWTV's rebranding of its newscasts as Newsroom 9 on September 13, 1971, as the Prime Time Access Rule (an FCC regulatory act that reduced the prime time schedules of the three major networks, which previously ran for 3½ hours, by 30 minutes) was being instituted, KWTV launched Oklahoma City's first hour-long 6:00 p.m. newscast, adding an additional half-hour to its existing early evening newscast, predating the expansion of KFOR-TV's 6:00 p.m. to an hour-long broadcast by 24 years. In November 1972, urban affairs reporter Andrew Fisher—while covering a staff briefing that followed the commission's monthly meeting—interviewed Oklahoma Securities Commission chairman Charles E. McCune about a security registration requirement for Los Angeles-based commodities broker Goldstein, Samuelson, Inc. McCune made an anti-Semitic comment regarding the company's fitness for operation based on its name and, later, with full knowledge he was being recorded by Fisher, said "I think they are Jewish and I think that they are skunks—the name and what they've done," when asked what prompted the earlier remark. The interview led to his resignation (called upon by then-Governor David Hall) following the broadcast of the remark on the station's newscasts. H. Martin "Marty" Haag, who oversaw the news department at that time, left KWTV in 1973; that year, he brought over three of the station's top-tier reporters, Tracy Rowlett, Doug Fox and Byron Harris, to his new job as news director at WFAA in Dallas-Fort Worth as part of his successful effort to strengthen that station's news operation.

In 1976, Pam Olson became the first woman to anchor a local evening news program in the Oklahoma City market, when she was paired alongside Jerry Adams (who would later anchor at KTVY and KOCO-TV during the 1980s) on the 6:00 p.m. newscast. Olson's tenure at the station (ending with her departure in 1980 to become Atlanta bureau correspondent for CBS News, with Olson being replaced on the 6:00 broadcast by Debi Faubion) saw the airing of a documentary she wrote and produced in cooperation with the National Kidney Foundation, Gift of Life, which chronicled four kidney dialysis patients awaiting transplants; the special led to the passage of a state law that created an organ donor registry and donor ID information on Oklahoma identification cards and drivers' licenses. That year, KWTV became the first television station in the Oklahoma City market to transition from film to videotape to record news footage, with the purchase of camcorder equipment it branded as "Live MiniCam 9". On September 18, 1978, the station split its early evening newscasts into two half-hour programs at 5:00 and 6:00 p.m., bookending the 5:30 p.m. airing of the CBS Evening News, the former of which was the first 5:00 p.m. newscast to debut in the Oklahoma City market; also on that date, KWTV launched Midday, an hour-long 11:30 a.m. newscast that was originally anchored by former KOCO anchor Dean Swanson (who was also lead anchor of the station's new 5:00 p.m. newscast), Laurie Heritage, Tom Mahoney and longtime morning weather anchor Lola Hall; the newscast was the first hour-long midday newscast in the Oklahoma City market, predating the expansion of KFOR's noon newscast by 14 years. (The midday newscast was shifted to 11:00 a.m. on February 4, 1980 to accommodate the hour-long expansion of its CBS soap lead-in The Young and the Restless, and was subsequently reduced to a 30-minute noon newscast on September 15 of that year.)

In 1979, the station began utilizing a helicopter to provide coverage of breaking news events and severe weather, with the introduction of "Hot Shot 9" (renamed "Ranger 9" in 1981). A rotational camera was installed below the nose of the chopper (branded as "EagleVision") in 2000, superseding the need for an in-helicopter cameraman to film breaking news. The helicopter used for "Ranger 9" was sold to KOTV to replace its previous helicopter model in 2006, when KWTV purchased a $1.5-million Bell 407 helicopter, branded as "SkyNews9 HD" (now branded "Bob Mills SkyNews9 HD", through a sponsorship and brand licensing agreement with Oklahoma City-based regional furniture retail chain Bob Mills Furniture), which was the first in the market to be equipped with a high-definition camera that also has optical zoom capability (though helicopter images were not broadcast in HD until the station converted its news broadcasts to the 16:9 aspect ratio in October 2010).

Ratings for KWTV's newscasts—then branded as Big 9 News, before adopting the Newsline 9 moniker in August 1981—dropped to third place in 1980, partly due to a resurgent KOCO news operation, which overtook it for second place among the market's evening newscasts with the team of Jack Bowen, Mary Ruth Carleton, chief meteorologist Fred Norman and sports director Jerry Park. The station enacted a series of staffing changes to shore up its news viewership, resulting in the firings of longtime anchors Bert Rudman and Phil Schuman, and reporter Debra Lane during the early 1980s. Replacing Adams and Faubion on the 6:00 and 10:00 p.m. newscasts were Roger Cooper and Patti Suarez, who, alongside chief meteorologist Gary England and sports director Jim Miller (later replaced by the fall of 1981 by John Snyder, who had previously served as KWTV's sports director in the mid-to-late 1970s), led channel 9 to an intense battle with and, by the mid-1980s, eventually overtake KTVY for the top ratings spot in evening news. Channel 9 also poached several former KOCO personalities (including reporters Gan Matthews and Jennifer Eve, farm reporter Gene Wheatley, and sports anchor Tony Sellars) in 1984, amid a massive staff restructuring at channel 5 under newly appointed vice president of news operations Gary Long. They were later followed by the arrival of another KOCO anchor, Jack Bowen, who replaced Cooper as evening co-anchor in 1987. In 1986, KWTV rolled out a satellite news-gathering unit, "Newstar 9" a transportable video uplink system that the station used to cover news and weather events around and outside of Oklahoma.

Bill Teegins was a fixture for many years as KWTV's sports director (a position that the station briefly considered eliminating around the time of his arrival). Teegins—who joined channel 9 as Snyder's replacement in 1987 after working as sports director at KOTV in Tulsa, and would add duties as radio play-by-play announcer for Oklahoma State Cowboys basketball and football games in 1991—became known for his exuberant analysis style, his sports knowledge, and his catchphrases used during sportscasts and play-by-play calls ("He got it!" and "Oh, brother"). Teegins remained with KWTV until January 26, 2001, when he, two players and six coaching staff members with the Oklahoma State University basketball team, and the airplane's pilot were killed in a charter plane accident, in which a Beechcraft Super King Air 200 en route to Stillwater following a game against the Colorado Buffaloes crashed in a field during heavy snowfall near Strasburg, Colorado. Replacing Teegins as sports director was former KOCO sports director and former University of Oklahoma quarterback Dean Blevins, who had joined KWTV in 1997 as a sports analyst and co-host of the fledgling Sunday night sports analysis program Inside the Game (which evolved into the Oklahoma Sports Blitz in 2001) alongside Teegins.

Three years after his unexpected firing, in July 1990, Roger Cooper returned as anchor of the 6:00 and 10:00 p.m. editions of Newsline 9, after the station failed to renew Bowen's contract. (Bowen would subsequently return to KOCO as an early evening anchor; Cooper would depart KWTV for the second time in June 1993.) Former co-anchor Patti Suarez concurrently left to become 10:00 p.m. co-anchor at Fox owned-and-operated station KTTV in Los Angeles, and was replaced that August by Jenifer Reynolds (who joined KWTV as a State Capitol reporter in 1987). A duPont–Columbia University Award winner for her work at Stillwater public radio station KOSU (91.7 FM) while a student at Oklahoma State University, her 14-year tenure at KWTV (ending with her departure from television journalism in 2001, later to host the Oklahoma Department of Tourism and Recreation-produced Discover Oklahoma from 2003 until 2017, largely overlapping with the travel program's run on KWTV) also saw her conduct investigative reports that had led to reforms of state charity bingo laws, the closure of a chemical supply store that the Drug Enforcement Administration (DEA) failed to shut down despite it selling chemicals commonly used to make illegal drugs and the dissolution of a DEA fund trust by the Oklahoma City Council, issues of corruption that spurred management changes at the Oklahoma Highway Patrol, and the implementation of the Emergency Medical Services Authority to provide EMS services in Oklahoma City. In May 1991, KWTV began providing closed captioning of its newscasts for deaf and hard of hearing viewers. The station became the third and last television station in Oklahoma City to launch a weekend morning newscast in July 1993, with the debut of a two-hour Saturday broadcast from 6:00 to 8:00 a.m.; the program was joined by a Sunday edition in September 1995.

Kelly Ogle joined KWTV as a business/investigative reporter and midday news anchor in 1990; his family has primarily been associated with KFOR-TV since his father, Jack Ogle, served as an anchor (and later, news director) at channel 4 from 1962 to 1977, although had a prior association with channel 9 through occasional commentary pieces that Jack conducted for the station into the 1980s. (Kelly's older brothers, Kevin and Kent, now both serve as anchors at KFOR, while elder niece Abigail Ogle works as an evening anchor/reporter at KOCO; younger niece Katelyn Ogle joined KWTV in February 2019 as News 9 This Morning "Alert Desk" reporter and assignment reporter for the noon and early evening newscasts.) Kelly moved to evenings in June 1993, when he replaced Mitch Jelniker (son-in-law of former KWTV president Duane Harm, and whom concurrently moved to the 6:00 and 10:00 p.m. newscasts) as lead anchor of its 5:00 p.m. newscast; he added duties as primary co-anchor of the 6:00 and 10:00 p.m. newscasts—first paired alongside Reynolds on those broadcasts—in 1995, after Jelniker accepted an anchor/reporter position at KMGH-TV in Denver. In 2005, Kelly began hosting "My Two Cents," a Monday-through-Thursday op-ed segment during the 10:00 p.m. newscast similar in format to Jack Ogle's commentaries, which also features an "open topic" forum featuring comments responding to the editorials. Several of Kelly's special reports, feature and investigative pieces have earned him several journalism awards over his career with the station (including Sigma Delta Chi, Associated Press and Heartland Emmy Awards, as well as a 2009 Edward R. Murrow Award for his coverage of the aftermath of an EF4 tornado that destroyed most of Lone Grove); the Oklahoma chapter of the National Academy of Television Journalists also named him "Best Anchor" in 1999. Ogle's co-anchors have included Deborah Lauren (1993–1995), Robin Marsh (1995–2001), Reynolds (1995–2001), Ann Halloran (2001–2002), Amy McRee (2003–2010), and Amanda Taylor (2006–present: Taylor had joined KWTV in September 2006 as 5:00 p.m. co-anchor and consumer reporter; she added additional duties as the co-anchor of the 6:00 and 10:00 p.m. newscasts when McRee left in September 2010.).

In January 2001, KWTV entered into a content partnership with The Oklahoman, which involved pool coverage between the two properties on major news stories and investigative series, KWTV-compiled local forecasts and a regular Q&A feature from then-chief meteorologist Gary England on the newspaper's weather page, and promotion of news stories and investigative reports in the newspaper and on channel 9's newscasts. That August, this relationship extended to the consolidation of KWTV and The Oklahoman's online presence under the "NewsOK" banner, which incorporated in-depth reporting combined with video supplied by the station, and utilized existing web staff from the respective properties. (Ironically the Gaylord family, who ran the newspaper from 1907 until parent company OPUBCO Communications Group sold it to The Anschutz Corporation in 2011, built and signed on competitor KFOR-TV in June 1949, and owned that station until 1976.) The collaboration ended in March 2007, when OPUBCO bought out Griffin's interest in NewsOK.com, which now exclusively operates as the website for The Oklahoman.

On August 26, 2001, KWTV premiered the Oklahoma Sports Blitz (briefly titled OKBlitz.com from 2014 to 2015), a 45-minute-long—later reduced to 35 minutes—statewide sports news program created in partnership with Tulsa sister station KOTV and airs after the respective late evening newscasts on both stations; the program features sports highlights, analysis and commentary and utilizes the resources of the KWTV and KOTV sports departments. In October 2001, KWTV formed the "Local News Network", a news content pooling arrangement between KWTV and several radio stations owned by QuinStar Communications in small and mid-sized Oklahoma communities, which served as charter affiliates of the Griffin-owned statewide news service Radio Local News Network (RLNN; now the Radio Oklahoma Network). Under the arrangement, channel 9 anchors conducted one-minute-long news capsules that would air each half-hour in select morning and afternoon timeslots on the RLNN affiliates, with stories occurring within the affiliates' listening areas included on KWTV's newscasts.

In November 2006, KWTV debuted a high definition-ready news set designed and built by FX Group. On August 2, 2010, the 4:00 p.m. newscast (which debuted on May 8, 1995 as a half-hour newscast, moved to 4:30 p.m. on October 12, 1998, then moved back to 4:00 and expanded to an hour on September 7, 1999) was reformatted from a traditional newscast into a more feature and lifestyle-driven program. On October 24, 2010, KWTV became the second television station in the Oklahoma City market to begin broadcasting its local newscasts in high definition (the graphics, logo, "Oklahoma's Own" slogan and "CBS Enforcer Music Collection" theme that debuted with the change, were also adopted by KOTV that same day upon that station's upgrade to widescreen standard definition newscasts). On January 24, 2011, KWTV expanded its weekday morning newscasts with the addition of a third hour of the program at 4:00 a.m. In September 2013, KWTV expanded its weekend morning newscasts to three hours starting at 5:00 a.m. On August 16, 2014, KWTV expanded its existing 6:00 p.m. newscast on Saturday evenings to one hour, with the addition of a half-hour block at 6:30 p.m. In August 2015, KWTV adjusted its lower-third graphics—which were originally designed to fit the 4:3 safe zone for TV sets in that aspect-ratio—to fit 16:9, which would allow for the AFD #10 broadcast flag to be used to present its newscasts in letterboxed widescreen for viewers watching on cable through 4:3 television sets.

In February 2016, KWTV launched "Drone 9", a quadcopter—the first to be used for newsgathering purposes in the Oklahoma City market—that would be used to provide aerial footage as a supplement to "Bob Mills SkyNews9 HD". Likewise, sister station KOTV subsequently deployed a quadcopter branded as "Drone 6" (it is unclear as to whether it is just a single quadcopter used by both stations). On July 14, 2016, KWTV announced the implementation of "StreetScope", an Augmented Reality System developed by Churchill Navigation that overlays street and building names over live footage from the station's helicopter camera during breaking news and severe weather events; it is the first television station in the United States to use this technology.

KWTV places a significant emphasis on weather, and has long been considered to be a pioneer in severe weather coverage and television forecasting technology. Most of these advances were attributed to Seiling native Gary England, who was often referred to as "Oklahoma's #1 meteorologist" in station promotions and newscast introductions for most of his tenure with channel 9. England holds the record as the state's longest-serving television meteorologist, working as chief meteorologist at KWTV from October 16, 1972 until his retirement from regular broadcasting on August 28, 2013, shortly before he assumed a newly created post as Griffin Communications' vice president of corporate relations and weather development (England surpassed Jim Williams, who had a 32-year tenure as lead meteorologist at KFOR-TV from 1958 to 1990, for the title in 2005). England—who, in 1986, would become the first Oklahoma City television personality to sign a million-dollar contract package—replaced David Grant, who succeeded original chief meteorologist Harry Volkman (whose tenure also saw channel 9 become the first station in Oklahoma City to acquire a weather radar) in 1960. England's weather coverage earned him numerous awards over his 41-year career with the station (including three Heartland Emmys, National and Regional Edward R. Murrow Awards and a Silver Circle Award, most notably for KWTV's coverage of a tornado outbreak that produced an intense F5 tornado that devastated portions of Moore and Bridge Creek on May 3, 1999).

At the time of England's hiring, KWTV relied on National Weather Service (NWS) data relayed by fax and teletype; the station began using weather satellite imagery provided by CBS for its affiliates in 1973. In 1973, England enlisted ham radio operators to serve as on-scene observationalists during severe weather situations, using a self-diagramed chart of central Oklahoma (divided into 1-mile [1.6 km] square diagrams) and an alphanumeric coding system he developed for the operators to relay their location. That February, Griffin purchased a World War II-era radar (similar in model to the WSR-57) from Huntsville, Alabama-based Enterprise Electronics Corporation, the first proprietary broadcast weather radar in the U.S (four years later, KWTV became the first television station in Oklahoma to have its own color weather radar). It was first utilized to detect a violent F4 tornado that caused extensive damage in Union City on May 24, 1973 (the original film footage from the accompanying televised warning was featured in station-produced weather promos in later years). England lamented the lack of warning lead time, specifically for tornado warnings (which, in 1974, when NWS protocol required storm spotters to visually confirm a tornado before a warning could be issued, averaged 10 to 15 minutes). In 1978, KWTV became the first television station in the U.S. to broadcast high-resolution weather satellite imagery (with the system being known as "StarCom 9").

With England's consult, John Griffin commissioned Enterprise Electronics to create a commercial Doppler radar for $250,000, spurred by successful testing of a prototype by the National Severe Storms Laboratory during the Union City tornado; the improved radar allowed KWTV to issue tornado warnings before the National Weather Service. The first commercial Doppler radar in the nation for forecasting use was installed at KWTV in 1981 (in late 1984, that radar was replaced by a Fast Fourier Transform system developed by the Massachusetts Institute of Technology, which featured an expanded scanning area with an accuracy of up to 750 feet [230 m]). Two weeks after the radar was installed, on May 22 (shortly before it was shut down briefly due to the expiration of the radar's temporary operational license), it detected a tornado near Arapaho; that tornado—which was recorded by a photographer inside "Ranger 9," which briefly was caught in the parent thunderstorm's inflow winds—became the first ever to have been filmed by a news helicopter. The first broadcaster-issued tornado warning indicated by Doppler occurred using this radar for a tornado that hit Ada on March 15, 1982; the ability to issue warnings ahead of the National Weather Service led to frequent disputes over jurisdiction in the issuance of severe weather alerts between the agency's Norman office and channel 9 into the early 1990s.

From 1982 to 2006, England and the KWTV weather staff presented "Those Terrible Twisters" (titled "Gary's Traveling Weather Show" until 1986), a weather education tour around Oklahoma communities during the spring and summer that taught tornado safety information and promoted the station's severe weather forecasting efforts; the station also produced half-hour specials under that banner each spring, showcasing footage shot by KWTV storm spotters and behind-the-scenes video of its storm coverage. In 1990, England, with the help of a station technician, co-developed First Warning, a software product that displays a weather alert map (which was originally updated via manual input by weather staff) during regular programming, along with a crawl showing detailed alerts issued by the NWS and the National Severe Storms Forecast Center. ("First Alert", an automated iteration of the software, was developed by KOCO that same year.) In 1991, England convinced station management to hire a software development firm to create an application, which would be dubbed "Storm Tracker", an automated computer tracking system that projected the arrival time of precipitation at a particular locale. That year also saw the hiring of Val Castor, a studio camera operator who would eventually become the station's first in-house storm spotter; KWTV gradually expanded its spotter units, employing twelve teams by 1999. In 1992, the station introduced "Storm Action Video", a system (developed by then-evening anchor Roger Cooper) that sent near real-time video over cell phone transmissions using a MacIntosh computer combined with video compression codecs; a similar system that transmitted real-time cell phone video, using Colby Electronics equipment, was developed in 1993.

In 1998, KWTV became one of the first stations in the United States to introduce a model-based computer forecasting system with the introduction of "MAX", which compiled model data to display hour-by-hour forecasts up to 48 hours in advance. On June 13 of that year, during coverage of a supercell thunderstorm that spawned seven tornadoes across Canadian and northern Oklahoma counties, a camera atop the station's transmission tower caught the collapse of a nearby auxiliary tower operated by KFOR-TV and radio station WKY (930 AM) from intense downdraft winds. In 2000, the station introduced "I-News", internet-enabled software for personal computers that provides severe weather and breaking news alerts to users. KWTV debuted "MOAR" (for "Massive Output Arrayed Radar"; though colloquially referred by England as the "Mother of All Radars") on May 8, 2003 to track an F4 tornado that hit Moore; the radar used enhanced street-level mapping to detect the path of tornadoes and GPS to track the location of KWTV's storm spotters. In February 2007, KWTV debuted "Storm Monitor" (later known by its brand name of ESP for "Early Storm Protection"), which utilized VIPIR technology to measure a mesocyclone's strength and its tornado-producing potential.

David Payne, who joined KWTV in February 2013 after a 20-year tenure as a morning meteorologist and storm chaser at KFOR, subsequently took over as chief meteorologist on August 29 of that year. In April 2015, KWTV restructured the extended forecast graphic seen at the end of its weather segments from a seven-day to a nine-day forecast, both in reference to the station's virtual channel number and to take advantage of the 16:9 frame (likewise, rival KOCO-TV subsequently altered its extended forecast to a ten-day outlook, known as the "5+5 Day Forecast", in reference to its virtual channel). On December 2, 2016, KWTV unveiled "NextGen Live", a dual-polarization Doppler weather radar designed by Baron Services, which conducts atmospheric scans at 6 RPM—a faster rate than the radars operated by its three main competitors, KFOR, KOCO (which both have their own on-site radars) and KOKH (which has a radar system that relays NEXRAD imagery from the National Weather Service)—to detect precipitation in real-time; the system operates at one million watts of power, and scans at both X & Y axis (the system is similar to KFOR-TV's dual-pol radar that operates at the same power and predates "NextGen Live" by ten years).

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KSBI, virtual channel 52 (UHF digital channel 23), is a MyNetworkTV-affiliated television station licensed to Oklahoma City, Oklahoma, United States. Locally owned by Griffin Communications, it is part of a duopoly with CBS affiliate and company flagship KWTV-DT (channel 9). Both stations share studios on Kelley Avenue and 74th Street in Oklahoma City, while KSBI's transmitter is located on the city's northeast side.

The UHF channel 52 allocation was contested between two groups that vied to hold the construction permit to build a new station on the frequency. The first prospective permittee was Satellite Broadcasting Company – a religious nonprofit corporation headed by Donald J. Locke, owner of Oklahoma City-based regional hardware store chain Locke Supply Company, and his wife, Wanda McKenzie Locke – which petitioned the Federal Communications Commission (FCC) allocate a ninth television frequency in the Oklahoma City market (originally to have been assigned to Edmond) in the spring of 1979. The FCC Broadcast Bureau contended that, even though Edmond had no television channel assignments, Satellite Broadcasting failed to justify that such a need for one in the Oklahoma City suburb existed, but did allow the group to apply for use of the Oklahoma City-assigned allocation with Edmond as a designated city of license under the FCC's "15-mile" rule, which allowed licensees to assign a city of license located 15 miles (24 km) from the city to which the proposed station's broadcast assignment was designated. Satellite Broadcasting filed an application with the FCC for a license and construction permit on October 17, 1980, proposing to sign on a religious television station on the frequency. The second applicant, TV 52 Broadcasting, Inc., filed its own application on January 8, 1981.

The FCC granted the license to Satellite Broadcasting on April 15. 1982; two months later in August 1982, the group applied to use KSBI (standing for Satellite Broadcasting Co., Inc., in reference to the Locke-owned licensee) as the planned station's callsign. After six years of delays in getting KSBI operational, the station first signed on the air on October 3, 1988. KSBI's original studio facilities were housed out of Locke Supply's corporate offices on 82nd Street and Pole Road in southeast Oklahoma City. For its first 16 years on the air, channel 52 was largely run as a religious independent station; station management settled on the format after initially hedging on their original plans to institute a religious format, which had planned to lease free airtime to churches and televangelists. Atypical of most television stations on the air at that time, KSBI originally broadcast on a part-time basis, airing Monday through Fridays from 9:00 a.m. to 12:30 p.m. during a six-month test broadcasting stage. Programming expanded to 9:00 a.m. to 5:00 p.m. by March 1, 1989.

The station was exclusively available over-the-air in the market until June 1993, when must-carry rules passed by the FCC that allowed broadcast stations to request mandatory carriage on cable providers went into effect. Cox Cable—whose Oklahoma City system, at the time, only served the city proper and select inner-city suburbs—began offering KSBI on channel 40 (in 1995, Cox moved the station to channel 9, which suffered from co-channel interference from, ironically, the VHF analog signal of CBS affiliate and eventual sister station KWTV, which continued until Cox moved KSBI's basic cable slot to channel 15 in 2007); Multimedia Cablevision—which served outer suburbs including Edmond, Midwest City, Moore and Bethany, all of which are now served by Cox—placed KSBI on channel 33 at that time. In preparation for the addition to Cox and Multimedia, channel 52 adopted an 18-hour daily schedule from 6:00 a.m. to 12:00 a.m.; the station would begin broadcasting 24 hours a day by 1996. During most of the 1990s and early 2000s, in addition to airing local and nationally syndicated religious programs, KSBI also carried a limited amount of secular sitcoms, Westerns and movies, some of which were cherry-picked from INSP (now The Inspiration Network) and FamilyNet. Despite its format, KSBI did not accept or solicit financial support via monetary contributions from viewers.

Beginning in the 1990s, KSBI gradually signed on a network of translator stations throughout the state. Eventually, because of this wide relay network, channel 52 claimed to have the largest broadcast coverage area of any commercial television station in Oklahoma; at its peak, its signal was relayed over fourteen translators serving areas within the Oklahoma City market and in markets adjacent to it such as Tulsa, Elk City, Ponca City and Ardmore. It also gained cable (and eventually, satellite) coverage in the Tulsa, Wichita, Amarillo, Lawton–Wichita Falls and Ada–Sherman markets. In August 1999, the station upgraded its transmitter from an effective radiated power of 1,355 kW to a total power of three million watts, after installing a new transmitter antenna atop the 1,600-foot (490 m) broadcast tower on 122nd Street and Kelley Avenue in northeast Oklahoma City.

In June 2000, KSBI began including more family-oriented secular programming in themed evening blocks (consisting of western series and films on Mondays; sports on Tuesdays; music programs on Wednesdays; wildlife, outdoor and automotive series on Thursdays; family-focused series on Fridays; classic comedy series on Saturdays; and religious and gospel music programs on Sundays). The inclusion of more secular programs to the schedule was partially cited because of the decline in Southern gospel music programming available on the syndication market. At that time, KSBI placed guidelines for its advertising and program content, prohibiting certain types of advertising (such as for alcoholic beverages or psychic hotlines), infomercials, telethons or religious programs that solicited donations from viewers.

Following Don Locke's death in February 2000, Locke Supply's board of directors—led by Locke's former wife, Wanda McKenzie, who took over as the company's chief executive officer—were approached by various station owners beginning in April 2001 for offers to acquire KSBI, its regional translator network and low-power sister station KXOC-LP (channel 54, later on channel 41; now defunct). In the interim, KSBI and its sister properties were involuntarily transferred from Locke's estate to an employee stock ownership plan handled by Locke Supply, which received FCC approval on November 17 of that year. The company ultimately decided to sell off the stations to focus on operating the Locke Supply chain that Don Locke founded more than three decades earlier. On October 8, 2001, Locke Supply agreed to sell KSBI to Christian Media Group, a newly formed locally based company that was founded by former KWTV meteorologist Brady Brus; his sister and local media personality Brenda Bennett; John Benefiel, senior pastor of Church on the Rock; and media executive Jerry Mash.

However, Christian Media's agreement to buy the station would fall apart, after the upstart company failed to pay its $15 million bid to purchase KSBI from Locke. The company attempted to accrue the funds to buy the cluster, but were unable to obtain the needed cash, even after it was granted several extensions to come up with the money. Station management subsequently increased the estimated purchase value to $20 million, largely because of the station's then-recent launch of its digital television signal (which was the first in Oklahoma to offer two high definition channels, including one carrying programming from HDNet [now AXS TV] and a simulcast of its analog feed).

Brus and Bennett would get a second chance to acquire KSBI, KXOC and the former's translator network on July 8, 2003, when Locke sold the stations to Family Broadcasting Group of Oklahoma, Inc., a restructuring of the former Christian Media Group that the siblings co-founded with Brady's wife, certified public accountant and treasurer Angie Brus; and Joe Bowie, co-president/CEO of Retirement Investment Advisors Inc. and Seekfirst Media LLC. The deal included permissory rights for Family Broadcasting to take over the operations of KSBI and KXOC-LP under a time-lease agreement effective July 21, which would continue until the acquisition received regulatory approval by the FCC (officially occurring on January 12, 2004); the sale was finalized on March 17, 2004.

After Family Broadcasting assumed full control of the station, KSBI was repositioned as a family-oriented general entertainment independent with syndicated secular programming that contained minimal to no sexual content, overt violence or strong profanity added to the schedule (programs that contained some degree of the aforementioned content were edited—usually through muting of profanity and occasional, abrupt commercial interruptions to omit scenes containing adult material—to fit the station's content standards). Most of the initial secular programs seen on KSBI under Brus' management consisted of sitcoms, drama series and westerns from the 1960s to the early 1990s.

The station also launched a weather department—which it heavily invested in—and aired local weather updates throughout the broadcast day (including five-minute midday, late afternoon and evening updates on weekdays presented by a two-person on-camera weather staff led by Brus, who also served as the station's chief meteorologist in addition to his duties as its owner and general manager), incorporating interactive touch screen technology for its weather presentation and installing a network of remote cameras throughout various cities across Oklahoma (branded as the "KSBI Statecam Network"). In February 2004, the station became the first television station in Oklahoma to provide severe weather watches and warnings in both English and Spanish. Channel 52 also eventually added sporting events to its schedule, consisting mainly of basketball and football games from state high school and Southeastern Conference collegiate teams.

While its syndicated inventory was fairly limited early on, KSBI eventually expanded its programming slate; this began in the fall of 2008 with the additions of NurseTV, Lost and American Chopper, followed the next year by the acquisitions of Deadliest Catch, Cold Case Files, The Martha Stewart Show, Judge Hatchett, My Wife and Kids and then the addition of The King of Queens to the schedule in the spring of 2010.

After reaching a deal with the NBA's Oklahoma City Thunder to telecast select regular season games from Oklahoma City's first long-term major professional sports franchise in 2008, KSBI began branding as "Thunder TV" beginning that October, with the "KSBI 52" brand continuing to be used on a secondary basis. That year, the station also began construction on a new state-of-the-art studio facility on North Morgan Road (south of the John Kilpatrick Turnpike) in Yukon, which was completed in the spring of 2009; KSBI relocated its local programming production and various other operations to the new facility that September. That year, DirecTV began carrying KSBI's programming in the Tulsa area as an out-of-market station (the station was removed from the satellite provider in January 2012 following a carriage dispute between Family Broadcasting Group and DirecTV).

Completing a deal signed between Family Broadcasting management and the natural gas entrepreneurs in January 2007, on September 10, 2009, the FCC approved the transfer of a portion of Family Broadcasting Group's stock to Chesapeake Energy co-founders Aubrey McClendon and Tom L. Ward (the latter of whom would later become the founder of SandRidge Energy), after Family Broadcasting restructured its equity to retire all long-term debt and accelerate growth.

On November 1, 2010, Family Broadcasting Group appointed two former area television veterans as its top executives—Vince Orza (former president and CEO of Eatery's Restaurant Management, and two-time candidate for Governor of Oklahoma) was appointed as its president and CEO, and Jerry Hart was named its vice president and operations manager (Orza had earlier announced on October 21 that he would step down as dean of the Meinders School of Business at Oklahoma City University, shortly before he accepted the position); Orza and Hart had worked together at ABC affiliate KOCO-TV (channel 5) as an anchor and production manager, respectively, during the 1980s. That month, Orza began appearing in a promotional campaign that aired on the station, seeking opinions from viewers on programming changes that KSBI should make. The station also divested some of its translators; six were converted into repeaters of former sister station KXOC-LP, while two others based in Enid and Stillwater continued to rebroadcast KSBI's signal. It also began a gradual rebrand under the moniker "OK52"; the "OK52" and "KSBI 52" brandings were both used by the station until May 23, 2011, when KSBI started using the "OK52" branding full-time, before reverting to simply identifying by the KSBI call letters in March 2012.

A further expansion of the station's programming came in January 2011 with the additions of shows such as The Daily Buzz, Judge Karen's Court, Emergency! and Cash Cab, effectively decreasing the number of infomercials on its weekday schedule. Following the management changes at Family Broadcasting Group, KSBI transitioned into a traditional general entertainment independent station (with programs now being aired as is content-wise) featuring recent off-network and first-run syndicated programs as well as the few classic television shows that remained on the schedule; the station also began placing an emphasis on locally produced lifestyle and entertainment programs.

On June 14, 2012, KSBI announced (through a promo for its Fall 2012 programming slate which was uploaded to the station's official YouTube channel) that it would join MyNetworkTV that fall, bringing a primary network affiliation to the station's main channel for the first time. The network's programming officially moved to KSBI on September 17; the market's original MyNetworkTV affiliate, KAUT-TV (channel 43), became an independent station with an informal secondary affiliation with Antenna TV (which continued to be carried full-time on sister station KFOR-TV's 4.2 subchannel).

Differing from KAUT-TV (which refrained from using MyNetworkTV branding on-air throughout its six-year tenure with the service), KSBI branded as "MyKSBI" on-air (though it used the "KSBI 52" brand more often beginning in 2013, before becoming its sole brand after the sale to Griffin Communications), and used a secondary visual brand overlaying the "circle" logo used by the station since March 2012 on a red and white version of MyNetworkTV's logo (to match the main station logo's color scheme). Upon receiving the MyNetworkTV affiliation, KSBI expanded its programming inventory by acquiring additional syndicated shows (mainly sitcoms and drama series); it also greatly reduced the amount of infomercials it aired in certain overnight timeslots, eventually limiting them to weekends. KSBI also counterprogrammed shows seen on the major networks and prime time newscasts on KAUT and Fox affiliate KOKH-TV (channel 25) in the 9:00 p.m. hour on weeknights with a nightly lineup of varying programs (mainly drama series).

In September 2014, KSBI cancelled two of its local programs, the talk/lifestyle show Oklahoma Live and game show Wild Card; the station had also, reportedly, laid off most of its employees, aside from its sales and operational staff. The move came as a result of a restructuring and a possible shift away from local programming, along with the possibility that Family Broadcasting would place the station up for sale. Indeed, a sale of KSBI was announced on September 29, 2014, when Family Broadcasting Group announced that the station would be sold to Griffin Communications, longtime owner of KWTV (which had previously submitted a bid to acquire KSBI in 2001, only to be beaten by Christian Media Group's competing offer).

Griffin took over the operations of KSBI on December 1, 2014, with the station switching to a pre-recorded feed of its regular programming schedule until the company completed the move of KSBI's master control operations to KWTV's Kelley Avenue studios in northeast Oklahoma City on December 6. The station's programming lineup remained similar (with a few programs carried over from KWTV such as Extra and Dr. Phil as well as reruns of since-discontinued series from Entertainment Studios being added after Griffin took over); in addition, KSBI also began to air CBS programming in the event that extended breaking news or severe weather coverage, or special programming aired on its parent station's main channel requires KWTV to pre-empt it (taking over this responsibility from News 9 Now, a news rebroadcast subchannel on KWTV virtual channel 9.2). Unusual for a recently acquired duopoly outlet, KSBI also ceased all separate programming promotions, outside of a modified version of its final logo under Family Broadcasting ownership that was mainly used to fulfill FCC-mandated station identification requirements; all promotional content that aired on the station thereafter was in the form of news and image promos produced for KWTV, with short-form ID bumper promotions produced for that station being augmented with the KSBI logo in place of that belonging to KWTV.

On March 1, 2017, KSBI began to rebrand itself under the "News 9 Plus" moniker, serving as a branding extension of KWTV, while continuing to focus largely on entertainment programming. Griffin Communications CEO David Griffin said that the rebranding of channel 52 was designed to "help create a more inclusive and consistent identity for all of our programming". The change mirrored similar rebrandings made by Fox Television Stations around this timeframe for that group's MyNetworkTV O&Os and independent stations in markets where Fox operates a duopoly.

On July 12, 2021, Griffin Communications announced that it had reached an agreement with real estate development consortium 100 Main LLC to purchase the Century Center business and retail complex in downtown Oklahoma City for $26 million. Griffin will construct a media and operations center that would house KWTV/KSBI's broadcast facilities and the company's corporate headquarters inside a vacant 6,750-square-foot (627 m2) section of the space. Griffin will invest $10 million to renovate the building and plans for the move to be completed by summer 2022. All existing tenants are expected to continue leasing space in the building.

To reach viewers throughout the 34 counties comprising the Oklahoma City Designated Market Area, KSBI extends its over-the-air coverage area through a network of four low-power translator stations – all of which transmit using PSIP virtual channel 52 – encompassing west-central Oklahoma that distribute its programming beyond the 63.9-mile-wide (102.8 km) range of its broadcast signal. Due to prior divestitures of other translators, KSBI is the only major commercial television station in the Oklahoma City market that does not have translator relays in northwestern or southwestern Oklahoma.

Syndicated programs broadcast by KSBI as of September 2020 include Dateline, Dish Nation, Law & Crime Daily, Castle, Intervention, The King of Queens and Dr. Phil. In addition to its primary affiliation with the MyNetworkTV programming service, KSBI is designated as an alternate CBS affiliate, and carries network programs that KWTV-DT must preempt to carry extended breaking news or severe weather coverage or special event programming. (The station is not currently used to run select CBS programs that are not cleared to air on KWTV's main channel, with that responsibility continuing to be delegated to its parent station's News 9 Now subchannel.) Since the programming service consists of off-network reruns, KSBI may also broadcast MyNetworkTV programs on tape delay to air in the late prime time or late fringe slots (to fulfill contractual advertising makegoods), in the event that the station carries CBS network programs normally carried on KWTV or sporting events.

Under Family Broadcasting Group's management by Brady Brus, KSBI aired sporting events (mainly football and basketball games) from Oklahoma high schools, through a broadcast agreement signed in October 2005 with the Oklahoma Secondary School Activities Association (OSSAA) in which KSBI gained the exclusive rights to televise post-season high school sports tournaments; following Vince Orza and Jerry Hart's acquisition of Family Broadcasting, KSBI declined to renew the OSSAA contract after the 2010 season, with all local high school sporting events airing exclusively on the cable-only Cox Channel thereafter. The station also added Southeastern Conference college football and basketball games supplied by Raycom Sports and Lincoln Financial Sports. In April 2008, KSBI televised select regular season games from the now-defunct Oklahoma City Yard Dawgz Arena Football League team, which ended after the team's Spring 2008 season.

On October 2, 2008, KSBI signed a two-year agreement with the Oklahoma City Thunder NBA franchise (formerly the Seattle SuperSonics until it relocated that year, after the team was unable to obtain government funding for renovations to KeyArena) to broadcast select games starting with the 2008–09 inaugural season in Oklahoma City (with an initial slate of 24 games that season, seventeen of which would be regular season matches beginning with the October 29 season opener against the Milwaukee Bucks). Channel 52 shared the television rights with Fox Sports Oklahoma (which launched in September 2008 as a subfeed of regional sports network Fox Sports Southwest, and was slated to carry 65 additional regionally televised games for the 2008–09 season). The KSBI contract also included rights to air half-hour pre-game and post-game shows, various team-related programs (including the magazine show Thunder Weekly), and overnight/early morning rebroadcasts of each televised game. The station's broadcast relationship with the Thunder ended on August 3, 2010, after the team signed an exclusive multi-year agreement with Fox Sports Oklahoma starting with the 2010–11 season. On May 10, 2012, KSBI began broadcasting Texas Rangers Major League Baseball games on Friday evenings, produced by KTXA-TV in Dallas–Fort Worth; these games moved to KSBI's 52.2 subchannel in 2013, before being discontinued after the subchannel was decommissioned following the takeover of KSBI's operations by Griffin. (The Rangers subsequently signed a 20-year television contract with Fox Sports Southwest, which already simulcast its Rangers telecasts through its Fox Sports Oklahoma subfeed, which gave the regional sports network exclusive rights to Rangers games not aired by ESPN, TBS, Fox or Fox Sports 1.)

Under Griffin Communications ownership, KSBI refocused its sports content around local and state teams. On July 24, 2015, Griffin announced an agreement with the OSSAA that would return high school football coverage to KSBI after a five-year sabbatical; the deal encompasses weekly games during the regular season on Friday and select Thursday evenings (branded as the Oklahoma Ford High School Football Game of the Week) as well as over-the-air rights to the Class 5A and 6A football championships; the 2015 season saw an initial slate of 11 games—all but two of which aired on Friday nights—beginning with a September 3 game between the Norman North Timberwolves and the Norman Tigers at Oklahoma Memorial Stadium (which aired on tape delay due to a scheduled NFL preseason game between the Kansas City Chiefs and the St. Louis Rams that was deferred to KSBI from KWTV, which held local rights to Rams preseason games at the time, due to CBS programming commitments). All games are simulcast on KWTV's website (although select games, particularly during the playoffs, are alternately broadcast on News 9 Now); for the 2015 season, KSBI aired a rebroadcast of the week's game on Sunday afternoons. KSBI aired the weekly regular season games until the 2018 high school football season. The agreement with the OSSAA would eventually expand to include coverage of the Class 5A and 6A boys' and girls' high school basketball championship games beginning in 2017.

On March 8, 2016, the station reached an agreement with OKC Energy FC to become the exclusive broadcast home of the United Soccer League club's home matches at Taft Stadium, starting with the March 26 regular season opener against Colorado Springs Switchbacks FC; all games were produced by event streaming provider VISTA Worldlink. The contract ended after the Energy's 2018 season, with the team's matches being relegated mainly to the ESPN+ streaming service thereafter. On November 8 of that year, Griffin reached an agreement to carry games from the Oklahoma City Blue (the Thunder's NBA Development League affiliate) starting with the 2016–17 season, with an initial slate of 23 of the team's home games (which are held at the Cox Convention Center with former KWTV sports/news anchor Ed Murray doing play-by-play); the first Blue game to be telecast on the station was the November 11 home opener against the Maine Red Claws.

Immediately following the sale to Family Broadcasting Group, KSBI began airing occasional local breaking news cut-ins. In 2004, KSBI launched a weekday morning news and talk program called Hello Oklahoma, which was hosted by Family Broadcasting executive Brenda Bennett, alongside former KWTV weekend evening anchor Scott Coppenbarger for its first year on the air before he was replaced by Dino Lalli; the two-hour program was canceled in 2006. Subsequently, that September, KSBI launched an hour-long early evening newscast, Oklahoma News Tonight (later renamed KSBI-TV News); originally anchored by Kealey McIntire and Monica Price, the program competed against the 5:30 p.m. national evening newscasts and the locally produced 6:00 p.m. newscasts on KFOR-TV (channel 4), KOCO-TV and KWTV (channel 9). In addition, KSBI aired prime time Presidential press conferences and State of the Union addresses, as well as national breaking news stories, using wire news video supplied by CNN Newsource.

In September 2009, KSBI suspended production of Oklahoma News Tonight as the station began relocating its operations to the newly built Yukon studios; the suspension was intended to be temporary until the move was completed. News programming was then limited to five-minute updates that aired each half-hour from 5:00 to 6:30 p.m., which continued even after KSBI began operating out of the Yukon studios. In August 2010, station management unveiled plans to produce a late evening newscast that would have competed with the existing in-house 9:00 p.m. newscast on KOKH-TV and a KFOR-produced prime time newscast on KAUT-TV.

On November 12, 2010, Family Broadcasting Group announced that KSBI would cease all news and weather content, and laid off the remainder of its news staff, as well as some employees in the station's production and sales departments. Brian Birchell and Kealey McIntire (who respectively served as sports and news anchors for Oklahoma News Tonight) were retained, with Birchell becoming host of OK Sports Wrap and McIntire as host of the lifestyle program All About You, both of which premiered in 2011 (Birchell departed in early 2012, while McIntire left after the June 2012 cancellation of All About You). The set at the Yukon studio that was initially used for the news segments (and was to be used for the aborted prime time newscast) would be repurposed for the station's locally produced entertainment and talk programs. In January 2011, KSBI began airing the syndicated news and entertainment show The Daily Buzz on weekday mornings (the first hour of the program—which previously aired on KAUT-TV from June 2004 to September 2010—was aired exclusively, on a half-hour delay from 5:30 to 6:30 a.m., until The Daily Buzz was cancelled in April 2015).

In February 2014, KSBI began airing weather updates during the station's daytime and evening programming, with forecast segments produced by WeatherVision airing daily at 12:59, 6:59 and 10:59 p.m., along with a static graphic that was shown hourly featuring the current temperature and a four-day extended forecast; these updates were discontinued once Griffin Communications assumed the station's operations. On February 3, 2015, two months after Griffin Communications took ownership of the station, KSBI began airing a simulcast of KWTV's noon newscast.