However, the occupied government of the time didn't permit private broadcasters to begin operating, causing the plan to collapse.

[1] After the "Three Radio Laws" were passed in 1950, three companies in Miyagi Prefecture, Tohoku Shinpo, Tohoku Broadcasting and Sendai Municipal Broadcasting, applied to establish private radio stations.

[1]: 15  On the occasion of its 10th anniversary, Tohoku Broadcasting adopted a new logo designed by Yusaku Kamekura in 1961.

[1]: 23–24  The following year, Tohoku Broadcasting donated a fountain to the Sendai City Hall.

[1]: 29  In 1967, on the occasion of the 15th anniversary of the launch of the station, Tohoku Broadcasting went to various parts of the West Coast of the United States to collect footage.

[1]: 33  With the launch of Higashinippon Broadcasting in 1975, Miyagi Prefecture had gained four private television stations.

[1]: 69  In this regard, Tohoku Broadcasting has developed non-advertising revenue by organizing large-scale events and other methods.

[1]: 80–84  From 1976 to 1981, Tohoku Broadcasting ranked first among the four private TV stations in Miyagi Prefecture in all-day and prime-time ratings.

In 2004, Tohoku Broadcasting expanded its headquarters and opened the "B-site" building for television news.

At the same time as moving into the new headquarters, Northeast Broadcasting carried out a new corporate identity and launched a new logo.