Originally signed on the air on December 31, 1953 as WFBC-TV; it was the fifth television station to sign on in South Carolina, and transmitted its signal from a tower located on Paris Mountain. The station was owned by the Peace family and their News-Piedmont Publishing Company alongside local newspapers The Greenville News and The Greenville Piedmont, and was a sister station to WFBC radio (1330 AM, now WYRD, and 93.7 FM).
In 1961, the News-Piedmont Publishing Company purchased WBIR-AM-FM-TV in Knoxville, Tennessee from the former Taft Broadcasting Company. News-Piedmont merged with Southern Broadcasting to form Multimedia, Inc., with WFBC-AM-FM-TV as the company's flagship stations.
BETTER LOGO NEEDED
WFBC-TV began using the "Your Friend 4" slogan in 1979, which would form the basis of its next callsign in 1983.
WFBC-TV changed its callsign to the current WYFF on March 3, 1983 after Multimedia traded channel 4 and sister station WXII-TV to the Pulitzer Publishing Company in exchange for KSDK (VHF channel 5) in St. Louis; it retained the "arrow 4" logo it had been using since 1973. Although Pulitzer closed on its purchase of WXII later in the year, the acquisition of WYFF wouldn't be finalized for another two years until January 1985 as Pulitzer had to sell off WLNE-TV in Providence in order to comply with FCC ownership limits of the time that limited the number of stations one company can own to twelve; in the interim, Pulitzer took over the operations of WYFF through a time brokerage agreement with Multimedia.
The "arrow 4" logo became gold in color.
WYFF "Your Friend 4 Forty Years" ID, 1993
WYFF "News 4 Tonight" open, 1993
Hearst-Argyle Television acquired Pulitzer's entire broadcasting division for $1.8 billion in 1998, the sale was finalized on March 18 of the following year (1999).