WLMH

:For the now-defunct real-life radio station on 89.1 FM in Morrow, Ohio, see on Wikipedia.
 (channel 6) is an independent television station in Madison, Wisconsin, United States. It is owned by Lake Hill Broadcasting.
==History==
WLMH started broadcasting on April 8th, 1992, as WWIM, owned by Macon Hill Communications. The network claimed to be “Madison’s movie station,” as it only aired movies during that time and nothing else, besides 1 hour of public affairs programming. 
In 1995, it became Madison’s UPN affiliate, and changed its format to that of any other UPN or WB station at the time. Branding itself as “UPN 6,” and adopting the call letters WUPM, it made ratings once people started watching the station. 
In early 2006, The WB and UPN announced plans to close down their networks and form a new network, The CW. WUPM was not chosen for the CW, and the MyNetworkTV affiliation went to a sub channel of another station. 
WUPM opted not to join any of the revised versions of the networks and went independent. Rebranding itself as “Capital 6,” under the call letters “WCSA,” the station returned to a revised version of its former format, but only during prime time and the late-night hours. 
Struggling after the loss of a network, and with the threats of cable providers dropping WCSA, Macon Hill Communications sold the station to Lake Hill Broadcasting in 2012. Lake Hill then turned the station around, rebranding it under “The 608,” the area code for the area, and changing the call letters to WLMH. 
The new owners brought in more first rated programming and ditched the prime-time movies for reruns of popular sitcoms, saving the station millions in licensing fees. It also formed a sports department and partnered with local schools to broadcast local High School Sports, as a matter of public service. 
WLMH was finally seeing better viewership, largely in part to its weekly giveaways during prime time, where they would give away gift certificates to local businesses who sponsored the contests. Ad revenue was increasing as well. A news department was also formed. 
On August 1st, 2022, WLMH unveiled a new logo and slogan. The changes were made with Beloit based WZOP-LD, as WZOP started to simulcast the station at certain points of the day. The new branding aims to target the younger teenage-young adult demographic, with social media kept in mind. 
==Programming==
===News operation===
When the station began, there were no news updates at all. The station did air weather updates using National Weather Service data. In September of 1995, the station partnered with WISC to broadcast a prime time newscast for the area. “UPN 6 news FIRST at 9” was done at a secondary set at the WISC studios, and featured separate on air talent than what was seen on WISC’s newscasts. That agreement for the half hour newscast ended in 1997, due to low ratings and rumors of a 9pm newscast on WMSN 47, a largely successful station. 
For the next decade, WLMH would only have weather updates and PSAs aired, with a Public Affairs program, “UPN 6 cares,” later renamed “Capital 6 cares” in 2006, to satisfy FCC public service requirements. 
However, in 2014, Lake Hill decided to invest $2 Million in a news department for the station, thinking that its recent success would be completed with a newscast. The news department launched on January 6th, 2014, with it being called “6 News Now.” It broadcasts from 5-8am, 1pm, 4pm, 5pm, 9pm, and 11pm each weekday, as well as 5pm and 9pm on weekends. 
6 News Now gained instant success, thanks to a marketing campaign and a loyal fan base. WLMH also snatched talent from across the country that have worked in Madison before, gaining viewership as viewers tuned in to see news anchors not seen in Madison in years. 
With the launch of Newsfix in 2020, WLMH added the channel on its 6.2 sub channel, and produces a 7pm newscast on the sub channel. 
Due to the COVID-19 pandemic, WLMH added a 6pm newscast dedicated to news about the pandemic and interviews with local health officials. WLMH received national attention when it exclusively aired video at a local bar that reopened immediately following the Wisconsin Supreme Court reversal of the Governor’s Safer at Home order. The station also interviewed customers and employees at that time. The station was the only news crew at the bar during that time.
On August 1st, 2022, WLMH replaced the 6pm newscast with a youth-oriented newscast, titled "608 now." The newscast utilizes an anchorless format, and features reports filed by WLMH's reporters. The reports are short in length, (each report lasting about one minute) with most reports being repackaged from WLMH's short video social media channels, such as TikTok, Instagram Reels, and YouTube Shorts. (WLMH launched these social media channels the same day, with the exception of their YouTube channel, which was launched with the news operation back in 2014.) WLMH hired about three new reporters that primarily file reports for 608 now but are considered part of the general WLMH news team and can file reports for the station's conventical newscasts. The newscast is simulcasted on WZOP, with Beloit area news and weather updates airing during parts of the newscast. Those updates are produced by WLMH's sister station (and company flagship) WLHB in Rockford.
Category:Independent television stations
Category:Lake Hill Broadcasting
Category:Madison, Wisconsin
Category:Wisconsin
Category:Channel 6
Category:Television channels and stations established in 1992
Category:Former UPN affiliates