Owned by Nexstar Media Group, the station maintains studios on South Evans Street in Greenville, and its transmitter is located in Grifton Township along NC 118.

It has always been a primary CBS affiliate but also carried some ABC shows along with Washington-based NBC outlet WITN-TV (channel 7).

From 1959 until 1998, it aired a weekday morning talk show known as Carolina Today, which included local hosts such as Robert Allen (aka "Slim Short"),[4] Jim Woods[5] and Judge Charles H. Whedbee.

[9] WNCT-TV served part of the Wilmington market (mostly Pender County) until that city got its own CBS affiliate, WJKA-TV, in 1984.

However, WNCT still served some parts of that area which could not obtain WILM's off-air signal and/or on cable until 2017 when WWAY acquired the CBS affiliation for its second digital subchannel.

[12] In the late-1990s, WNCT began producing the market's original prime time newscast on Fox affiliate WFXI/WYDO (then owned by Piedmont Television) through a news share agreement.

The outsourcing arrangement was terminated in December 2007 after WCTI became a sister station to WFXI/WYDO through their management by the Bonten Media Group.

This program is currently known as 9 on Your Side at 10 on The CW and can be seen every night for a half-hour competing with the WFXI/WYDO broadcast (seen for an hour on weeknights, thirty minutes on weekends).

On October 17, 2013, WNCT became the area's third television outlet to upgrade news production to high definition behind WCTI and WITN.