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WPCH-TV, (virtual channel 17.1, transmitted on physical channel 20), is an independent television station in Atlanta, Georgia, owned by the Turner Broadcasting System, a division of Warner Brothers Entertainment, subsidiary of Time Warner. Known by the on-air branding of Peachtree TV, WPCH-TV has its studios and transmitter located just northeast of Atlanta.
This station was known as WTBS from August 27, 1979 until October 1, 2007, when its operations were split from the co-owned TBS. WTBS was the pioneering superstation, and its signal was carried to cable and satellite viewers throughout the United States and Canada.
Channel 17 commenced broadcasting on September 1, 1967, as WJRJ-TV. It was the Atlanta market's first independent station, and one of the first in the entire Southeastern United States. The station was named for its founder, Atlanta entrepreneur Jack Rice, Jr.
WJRJ-TV was launched on a shoestring budget, with an afternoon and evening schedule (4 p.m. to 11 p.m.) filled with old movies and a few off-network reruns, as well as a 15-minute news program. In addition to placing daily ads on the Atlanta Journal-Constitution TV page, WJRJ ran exactly one TV Guide advertisement: a half-page ad in a September 1967 issue with the headline, "Yes, Atlanta, there is a channel 17." Despite WJRJ billing itself as "Good-looking Channel 17",[1] technical snafus were the norm in the station's early months: film broke down, slides frequently appeared backwards, and there were often long pauses when nothing appeared on screen. The station did carry a top-rated show for a few weeks: Atlanta's CBS affiliate WAGA-TV (channel 5) ran a local movie on Wednesday night, and channel 17 stepped in to run Medical Center for a time.
In January 1970, entrepreneur Ted Turner, who ran his father's billboard business and also owned radio stations, bought the low-rated UHF outlet. Soon after, Turner changed the call letters to WTCG, which reportedly stood for "Watch This Channel Grow" (though the "TCG" officially stood for Turner Communications Group, the forerunner to Turner Broadcasting System).
During an interview in 2004, Turner revealed that some of the problems that had dogged WJRJ were present in the early days at WTCG. First, when Turner bought the station, it was the only one in the Atlanta market still broadcasting exclusively in black-and-white because the previous owners had not made necessary color upgrades. Second, money was still very tight during the first couple of years that Turner owned the station. The station decided to purchase the color broadcasting equipment it needed on credit after Turner took over. However, some months had passed and Turner found himself unable to make the payments on the equipment. As a last resort (after unsuccessfully attempting to secure further financing), Turner held an on-air telethon, much in the manner of public television, to raise the money needed to pay the station's bills. Third, there was new competition in the form of new UHF station WATL (channel 36) beginning operations. Once the financial problems were settled, WTCG eventually drove WATL off the air. WTCG threw an on-air party in celebration. In fact, WTCG's first major move was to steal a popular show from WATL. The Now Explosion was a precursor to MTV, running music videos (some local) all weekend long.
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