|Greenville/Spartanburg/Anderson, South Carolina/Asheville, North Carolina|
|City of license||Greenville, SC|
|Branding||WYFF 4 (general)
WYFF News 4 (newscasts)
|Slogan||Live, Local, Breaking News|
|Channels||Digital: 36 (UHF)
Virtual: 4 (PSIP)
4.2 This TV
|Translators||W09AS 9 Burnsville, NC
W11AH-D 11 Tryon & Columbus
(WYFF Hearst Television, Inc.)
|First air date||December 31, 1953|
|Call letters' meaning||We're Your Friend Four|
|Former callsigns||WFBC-TV (1953-1983)|
|Former channel number(s)||Analog:
|Transmitter power||1000 kW (digital)|
|Height||596 m (digital)|
WYFF is the NBC-affiliate television station based in Greenville, South Carolina. It serves a media market which includes Greenville/Spartanburg and Anderson in South Carolina and Asheville/Hendersonville, North Carolina. The market covers large portions of western North Carolina and upstate South Carolina. Its transmitter is located near Caesars Head, South Carolina. WYFF also serves Northeast Georgia and far eastern parts of the Tennessee Valley.
The station went on the air on December 26, 1953  as WFBC-TV, South Carolina's fifth television station, broadcasting from a transmitter located on Paris Mountain. It was owned by the Peace family and their News-Piedmont Publishing Company along with The Greenville News, The Greenville Piedmont and WFBC radio (1330 AM, now WYRD, and 93.7 FM). For its first two years of operation, its studios were located on Paris Mountain before moving to its current location on Rutherford Street in 1955. Norvin Duncan was the station's first news anchor, moving from the radio side.
Monty's Rascals (started in 1960) was one of the station's popular children's shows, starring two channel 4 weathermen: Monty DuPuy (who left in 1978) and Stowe Hoyle as Mr. Doohickey (wearing a hat with an old Santa's beard). The show continued as The Rascal's Clubhouse after DuPuy's departure in 1978 and continued until 1982. Two years later, Hoyle retired. An earlier version of the program, Kids Korral, was hosted by Johnny Wright.
Locally televised color programming also began in February 1967. In 1968, News-Piedmont merged with Southern Broadcasting to form Multimedia, Inc., with WFBC AM/-FM/-TV as the flagship stations. In the mid-1970s, the famous "Arrow 4" logo was introduced and was used in one form or another for many years.
In 1983, due to new rules restricting common ownership of newspapers and broadcasting outlets in the same market, Multimedia sold off its Upstate cluster. In an unusual trade of one group's flagship station for another, WFBC-TV was traded to Pulitzer Publishing Company in return for KSDK in St. Louis. At that point, Channel 4 changed its call letters to WYFF-TV (We're Your Friend Four). Pulitzer also acquired WXII-TV in the Piedmont Triad as part of the same deal. Although Pulitzer closed on WXII later in 1983, the acquisition of WYFF would not be finalized until January 1985 because Pulitzer had to sell off WLNE-TV in Providence in order to comply with Federal Communications Commission (FCC) ownership limits of the time; in the interim, Pulitzer took over the operations of WYFF through a time brokerage agreement with Multimedia.
Channel 4 was the first upstate television station to begin 24/7 broadcasting, and did so in the fall of 1988. It ran NBC News Overnight (later Nightside), Home Shopping Spree and CNN Headline News overnight. In 2005, it discontinued CNN Headline News (and previously the Home Shopping Spree) overnight and now runs NBC late night, drama reruns, home and garden shows, and paid programming overnight. In 1999 Hearst-Argyle bought Pulitzer's entire television division, including WYFF-TV.
- Alvin and the Chipmunks, aired on WYFF-TV until 1986, it was seen instead on WAXA-TV now (WMYA-TV) before WYFF-TV picked it back up in the late 1980s.
- The Who, What, or Where Game, replaced by WFBC-TV's local talk show Today in The Piedmont
- The Facts of Life, NBC daytime reruns during 1984-85, seen instead on WAXA-TV
- Kidd Video, seen instead on WAXA-TV
- Spider-Man and His Amazing Friends, shown instead on WAXA-TV
- Super Password, pre-empted by WYFF-TV during its entire run, and shown instead on WAXA-TV
- Foofur, shown instead on WAXA-TV
- Time Machine- Another WYFF-TV pre-empted NBC show that WAXA-TV aired in 1985.
- NBC's Saturday Night- During its 1975 inception until 1977.
- Santa Barbara - An NBC soap opera from 1984-1993, cleared by WYFF in the mid-1980s.
Syndicated programming on WYFF includes Live with Kelly and Michael, The Rachael Ray Show, The Andy Griffith Show, Steve Harvey, The Ellen DeGeneres Show, The Dr. Oz Show, Entertainment Tonight, and Inside Edition.
Digital television 
Digital channels 
|Channel||Video||Aspect||PSIP Short Name||Programming|
|4.1||1080i||16:9||WYFF-DT||Main WYFF programming / NBC|
WYFF 4 WeatherPlus was offered on WYFF's digital feed as digital subchannel 4.2. Despite the discontinuation of the national NBC Weather Plus network on December 1, 2008, WYFF 4 continued offering local weather conditions using the WeatherPlus brand. WeatherPlus was dropped from WYFF on January 1, 2011 and replaced with This TV.
Analog-to-digital conversion 
WYFF began a digital broadcast on May 1, 2002 on channel 59, which was one of the channels to be returned to the FCC after the digital television conversion was complete. When analog broadcasts ended on June 12, 2009, WYFF moved to channel 36 (formerly occupied by the analog signals of co-channel WCNC-TV in Charlotte and WATL in Atlanta). WYFF's digital signal is displayed as 4.1, its virtual channel number. At the time of the transition, all ATSC tuners were required to re-scanned to find WYFF 4 on channel 36 instead of 59.
Out-of-market cable carriage 
In recent years, WYFF has been carried on cable in multiple areas outside of the Greenville media market. That includes cable systems within the Aiken and Columbia markets in South Carolina, the Charlotte and Chattanooga, TN markets in North Carolina, and the Atlanta market in Georgia.
News operation 
During the 1960s, channel 4 personalities included Dave Partridge, who succeeded Duncan as anchor of the 6 and 11 o'clock news, and Jim Phillips. Phillips, who died in 2003, was also known as "the voice of the Clemson Tigers" radio broadcasts. In 1976 Kenn Sparks joined the station, and the 6 o'clock news went to a full hour called The Scene at Six. In 1979, the long-running 'Your Friend Four' slogan was introduced.
The 1980s brought new personalities to channel 4, like James Baker, sportscasters J.D. Hayworth, (later Congressman from Arizona), Roger Berry and Mark Marino, and weatherman Charlie Gertz. Action News 4 became NewsCenter 4 in the early 1980s.
Following the Pulitzer purchase, new arrivals at WYFF included Carl Clark, Kim Brattain, and Carol Anderson (later Carol Goldsmith) who now co-anchors the 5, 6, and 11 p.m. newscasts. In the late 1980s, Anderson was replaced by Annette Estes, who had been removed from rival station WSPA-TV after she uttered an on-air curse word. Stan Olenik also came from WSPA. Goldsmith returned when Estes left the station in 1992. NewsCenter 4 became simply known as News 4 in the 1990s. Charlie Gertz retired, and the "arrow 4" logo was dropped by 1991.
On January 26, 2010, WYFF News 4 began standard definition wide-screen newscasts and on April 22, 2012 at 6:30 p.m., it began televising its newscasts in high definition. Then on April 23, 2012 News 4 debuted a new studio set in conjunction with the switch to HD newscasts. The weather graphics and news graphics systems were upgraded to HD at that time too. WYFF 4 uses real-time 3D graphics computers from Vizrt.
News/station presentation 
Newscast titles 
- The Night Report (1953–1967)
- 24 Hours (1967–1973)
- The News Scene (1973–1976)
- The Scene at Six/The Scene at Eleven (1976–1980)
- NewsCenter 4 (1980–1989)
- News 4 (1989–2000)
- WYFF News 4 (2000–present)
Station slogans 
- Carolina's All Color Television Station (1960s)
- Carolina's Number One News Team (1970s-early 1980s)
- We're Your Friend Four (1979–1991)
- Where The News Comes First (early 1980s)
- Clearly, We're Here For You (mid-1980s-1989)
- News for the Nineties, News 4 Right Now! (1990–1991)
- Carolina's NewsChannel (1993–2000)
- Live. Local. Breaking News. (2000–present)
On-air staff 
Current on-air staff 
- Beth Brotherton - weekday mornings on "WYFF News 4 Today" (4:30-7:00 a.m.)
- Michael Cogdill - weeknights at 6:00 and 11:00 p.m.
- Carol Goldsmith - weeknights at 6:00 and 11:00 p.m.
- Geoff Hart - weekday mornings on "WYFF News 4 Today" (4:30-7:00 a.m.) and weekdays at noon
- Gabrielle Komorowski - weeknights at 5:00 p.m.
- Nigel Robertson - weeknights at 5:00 p.m.
- Myra Ruiz - weekend mornings on "WYFF News 4 Today" (5:00-8:00 a.m.)
- Angela Rodriguez - weekends at 6:00 and 11:00 p.m.
- Gertrude-Peggy Sjameson
- John Cessarich (AMS Seal of Approval) - Chief Meteorologist; weeknights at 5:00, 6:00 and 11:00 p.m.
- Dale Gilbert - meteorologist; weekday mornings on "WYFF News 4 Today" (4:30-7:00 a.m.) and weekdays at noon; also Clemson PA announcer
- Keisha Kirkland - weekend mornings on "WYFF News 4 Today" (5:00-8:00 a.m.)
- Chris Justus - meteorologist
- Brad Fralick - sports director; weeknights at 6:00 and 11:00 p.m.
- Mike Giordano - sports anchor; weekends at 6:00 and 11:00 p.m.
- Marc Dopher - sports reporter
- Parul Joshi - general assignment reporter
- Kisha Foster - general assignment reporter
- Mandy Gaither - general assignment reporter
- Mike McCormick - general assignment reporter
- Sean Muserallo - general assignment reporter
- Tim Waller - general assignment reporter Looking Out 4 You
- Jane Robelot - contributing/special reporter
Hearst Television Washington Bureau
- Nikole Killion - Washington Bureau reporter
- Sally Kidd - Washington Bureau reporter
Notable former on-air staff 
- J.D. Hayworth, sports anchor (later a U.S. Representative from Arizona)
- Mike Seidel, meteorologist (now at The Weather Channel)
- Marty Snider, sports reporter (now at NBC Sports and TNT Sports)
- Gordon Dill, morning anchor (now weekday anchor at WSPA-TV)
- Bill Oglesby, reporter/anchor (now assistant professor of mass communications at Virginia Commonwealth University)
- Huff, Jr., Archie Vernon, Greenville: The History of the City and County in the South Carolina Piedmont, University of South Carolina Press, Columbia, S.C., 1995, Library of Congress card number 95-4363, ISBN 1-57003-045-6, page 391.
- FCC DTV status report for WYFF
- http://www.tvpredictions.com/localhd042212.htm WYFF Switches to HD News
- Query the FCC's TV station database for WYFF
- Query the FCC's TV station database for W05AR-D
- Query the FCC's TV station database for W06AJ-D
- Query the FCC's TV station database for W08BH
- Query the FCC's TV station database for W09AS
- Query the FCC's TV station database for W10AK
- Query the FCC's TV station database for W11AH-D
- Query the FCC's TV station database for W11AU-D
- Query the FCC's TV station database for W11AX
- BIAfn's Media Web Database -- Information on WYFF-TV