CBS Carolina Launched on WYFF Subchannel
Hearst has rebranded its digital subchannel 4.3 as CBS Carolina following a major network affiliation shift in Greenville.
Updated on Sept. 22, 2026 in Television
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Hearst officially rebranded digital subchannel 4.3 as CBS Carolina on September 15, 2026. This change follows the August 1, 2026, move of CBS programming to the WYFF subchannel, which ended a 70-year affiliation between CBS and WSPA.
Why it matters
The shift occurred after Nexstar and Paramount failed to renew CBS affiliation agreements for several Nexstar-owned stations, forcing the network to seek new broadcast partners in four markets.
WYFF introduced a weekday 7 p.m. newscast on subchannel 4.3 starting August 31, 2026. The network move was part of a broader consolidation effort that saw Hearst secure CBS programming in four separate regional markets.
The players
Hearst
This diversified media company operates television stations across the United States and manages various digital broadcasting assets.
WSPA
This station served as a long-time television broadcaster in the Spartanburg area for seven decades before its network affiliation changed.
WYFF
This station is a major broadcaster based in Greenville that serves as the new home for CBS programming in the region.
Nexstar
This is a large television station operator that manages a vast portfolio of local broadcast outlets across the country.
Paramount
This global media and entertainment conglomerate owns the CBS television network and various other film and digital production entities.
The details
The transition saw WSPA shift to an affiliation with The CW, while WYCW transitioned into an independent station branded as Local 62. The new CBS Carolina subchannel now features a logo incorporating the iconic CBS eye.
Timeline
WSPA began its original CBS affiliation in April 1956.
The CBS affiliation moved to WYFF on August 1, 2026.
WYFF launched a new weekday 7 p.m. newscast on August 31, 2026.
The subchannel was officially rebranded as CBS Carolina on September 15, 2026.
Industry Dynamics
This move reflects the ongoing instability in local broadcast affiliations as major networks and station groups renegotiate carriage deals. The move underscores a strategic pivot toward utilizing digital subchannels to retain network coverage when primary broadcast deals expire.
Viewers in the Greenville area can now find CBS programming on channel 4.3 instead of the station previously used for the network. Local audiences will also have access to the new 7 p.m. daily newscast produced by WYFF.
The takeaway
The move demonstrates how digital subchannels are becoming central to maintaining network reach during corporate contract disputes. Viewers should check their local antenna listings or cable lineups to ensure they have re-scanned for the new channel location.
Further reading
Find more local broadcast updates in the Television section.
Source note: This article includes information reported by NewscastStudio.
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