The stations share studios at the WSB Television and Radio Group building on West Peachtree Street in Midtown Atlanta; WSB-TV's transmitter is located on the border of the city's Poncey-Highland and Old Fourth Ward neighborhoods.

Included in the latter were AM station WCON (550 kHz), which ceased operations May 31, 1950, in favor of the clear channel WSB;[3] WCON-FM, which was merged with WSB-FM on the former's 98.5 MHz frequency;[4] and the construction permit for WCON-TV (channel 2), which before the merger had begun construction on its tower at 780 Willoughby Way that it billed as the world's tallest.

[7] In September 1951, channel 2 began broadcasting test patterns as WCON-TV—the only time the call letters were used on air—receiving reception reports from as far as 230 miles (370 km) away.

The analog channel 2 signal traveled a very long distance under normal conditions, and WSB-TV could now better penetrate the more rugged parts of the north Georgia mountains.

In 1956, the WSB stations moved into the noted "White Columns" building, designed and built according to the Colonial Revival style, a defining characteristic of Atlanta architecture.

WSB-TV is located less than one block south of the building formerly utilized by WXIA when that station moved its operations to WATL's studios in 2008.

Some network daytime shows changed stations in August, while the full affiliation switch occurred on September 1.

On March 12, 2011, WSB-TV and WGCL-TV turned on their ATSC-M/H signals for the first time, becoming the first stations in the Atlanta area to offer Mobile DTV broadcasts.

[15] In February 2019, it was announced that Apollo Global Management would acquire Cox Media Group and Northwest Broadcasting's stations.

[20] In 2004, WSB-TV and the other two ABC stations under Cox ownership (WSOC-TV in Charlotte and WFTV in Orlando) declined to telecast the Steven Spielberg film Saving Private Ryan due to the graphic violence and profanity in the film after the FCC stepped up its vigilance on these matters following the Janet Jackson–Justin Timberlake Super Bowl incident that year.

Its sister AM station was the longtime radio flagship of the Braves, carrying the broadcasts for 38 out of the 46 years that the franchise has been in Atlanta, dating back to 1966.

Ernie Johnson, Sr., a former Braves pitcher and father of his namesake Turner Sports broadcaster, with future Hall of Fame announcer Milo Hamilton (who simultaneously pulled double-duty anchoring Channel 2's sportscasts during this time) were the main announcers for what was then the largest television network in the history of baseball.

WSB-TV served as the official local broadcaster of Super Bowl XXXIV, held at the Georgia Dome.

In mid-November 2009, reporter Tom Jones and a cameraman escaped serious injury when the telescoping radio mast of their electronic news-gathering van (holding a microwave antenna for the remote pickup unit used for outside broadcasting) contacted 115-kilovolt high-voltage powerlines while leaving the Fulton County Jail.

Georgia Power staff were surprised that anyone survived, but the two were treated for minor burns and smoke inhalation at Grady Memorial Hospital and released later in the day.

It is located on the same radio tower as Cox's WSRV FM and WSBB-FM, and reaches as far into Atlanta's north-northeastern suburbs as Lilburn.

The Athens-licensed translator broadcasts on UHF channel 17, with its transmitter located southwest of Winder, and its signal also reaches as far west as Lilburn.

WSB-TV requested special temporary authority to begin immediate operation of these stations, pending approval of its regular applications.

The translators are intended to overcome the terrain obstructions caused by Stone Mountain to the east of the WSB transmitter, and were in operation by January 2011.

[36] In October 2010, WSB-TV applied for and later received a construction permit for another translator southwest of Atlanta in Newnan on channel 17.

Since the market's NBC affiliate WALB began carrying ABC on its 10.2 digital subchannel in 2010, WSB has been dropped by almost all systems.

In western North Carolina it is carried in the Cherokee County town of Murphy, alongside Asheville ABC affiliate WLOS.