Owned by Hubbard Broadcasting, the station maintains studios on East Avenue in Downtown Rochester and a transmitter on Pinnacle Hill in Brighton.

In March 1953, the Federal Communications Commission (FCC) awarded the construction permit of Rochester's second VHF station to two local firms who competed for the open channel.

Gannett split up its radio/TV holdings in 1971 when WHEC radio was sold to Sande Broadcasting, a locally based group (the station is now known as WHIC).

[14][15] Gannett feared the FCC, who several years earlier decided to eliminate several small-market print/broadcast ownership combinations, would force it to sell either the television station or the newspaper.

The new owners of channel 10, made U.S. television history: WHEC-TV became the first VHF, network-affiliated station to be purchased and wholly owned by an African-American group, led by investor Ragan Henry.

In 1983, the Henry group traded channel 10 to the original Viacom in exchange for a pair of radio stations, WDIA in Memphis and KDIA (now KMKY) in Oakland.

[18][19][20] The swap brought channel 10 in-line with sister stations WNYT in Albany and WVIT in New Britain, Connecticut, which had recently renewed their NBC relationships.

[25] In June 1996, Viacom/Paramount agreed to trade WHEC-TV and WNYT to Hubbard Broadcasting in return for UPN affiliate WTOG in St. Petersburg, Florida; WVIT wound up being purchased outright by NBC.