The new Channel 4, KMOX-TV Channel 4, began broadcasting yesterday. Long awaited by Missouri and Illinois viewers, KMOX-TV will present a completely new local, live schedule; expanded network programming; and the biggest first-run feature film library in Mid-America.

Outlining the objectives of the new station, Gene Wilkey, AdClubber and KMOX-TV’s General Manager, said, “Sunday, March 16 marked the beginning of a new era of television entertainment for all St. Louisans. On that day, Channel 4 became the home of KMOX-TV, your CBS owned station in St. Louis.

“We at KMOX-TV feel a responsibility. One that grows in direct ratio with the increasing time each man, woman, teenager and child spends viewing television. We feel KMOX-TV will be the type of station you hoped it would be. A station that stimulates – one that informs as well as entertains. Accomplishing this will be no simple task.”

The new Channel 4 means the continuation of many popular CBS Network shows - STUDIO ONE in Hollywood; PLAYHOUSE 90; PERRY MASON; The BIG RECORD; ED SULLIVAN; and a host of others.

It means exciting new local live programming and personalities. Programs such as GOOD MORNING, ST. LOUIS; TOWN & COUNTRY; ST. LOUIS GO ROUND; THE NOON NEWS ROUNDUP; EYE ON ST. LOUIS; THE SIX O’CLOCK REPORT; THE TEN O’CLOCK NEWS; ST. LOUIS REPORT; and others.

There’ll be new personalities as well as those that (sic) are already St. Louis favorites. CURT RAY and DOTTYE BENNETT star each morning from 7:00 to 8:00 on GOOD MORNING, ST. LOUIS! GOOD MORNING, ST. LOUIS has something for every viewer – live music, news, weather, guests, features – in short, everything necessary to make it the brightest morning show in St. Louis. Viewers go places, do and see things guaranteed to make the morning more pleasant. From 4:00 to 4:30 each weekday ST. LOUIS LIVING features mostly music with the KMOX-TV orchestra under the direction of Carl Hohengarten. A light, bright, variety show, it precedes KMOX-TV’s daily EARLY SHOW which presents the tops in first run film entertainment. From 10:15 to 10:30 each week night, PARKER WHEATLEY moderates EYE ON ST. LOUIS. Calling upon authorities on the subjects being discussed, and utilizing film to thoroughly cover the subject, EYE ON ST. LOUIS examines everything from Khoury League Baseball to Atomic Radiation.

KMOX-TV’s outstanding news coverage will introduce additional new personalities to St. Louis viewers. Under the direction of KMOX-TV’s News Director, Spencer Allen, the News staff writes, edits and airs each day the two five minute news segments of the GOOD MORNING, ST. LOUIS! Show; the NOON NEWS ROUNDUP from 12:00 to 12:15 p.m.; the SIX O’CLOCK REPORT from 6:00 to 6:15 p.m.; the TEN O’CLOCK NEWS from 10:00 to 10:15 p.m.; and the Late News Roundup at 11:45 p.m. In addition, there will be special weekend news features – THE SATURDAY NEWS ROUNDUP from 4:30 to 5:00 p.m. featuring Spencer Allen and Newscaster Max Roby; LET’S VIEW THE NEWS,  12:00 to 12:30 p.m. Sunday, and the SUNDAY NEWS SPECIAL, 10:15 TO 10:30 p.m., both featuring Max Roby and the entire News staff.

KMOX-TV places special emphasis on farm programming. Each morning from 6:30 to 7:00, TED MANGNER’S TOWN AND COUNTRY features Ted Mangner, an established authority on Mid-western agricultural problems, and KMOX-TV’s Farm Director. In addition, TED MANGNER’S FARM MARKET REPORT is a daily segment of KMOX-TV’S NOON NEWS ROUNDUP. Each day from 12:00 to 12:15 p.m., Ted gives a comprehensive report on the day’s livestock, produce, and grain markets. Special weekend editions of TOWN AND COUNTRY, one on Saturday from 12:30 to 1:00 p.m. and again from 7:30 to 8:00 a.m. Sunday morning complete Channel 4’s farm programming.

Rounding out KMOX-TV’s programming will be the biggest first-run feature film library in Mid-America; more than 1600 feature films never before seen on television in St. Louis. Such favorite stars as Cary Grant, Ingrid Bergman, Gary Cooper and hundreds of others will be seen on Channel 4 twice each day on THE EARLY SHOW, 4:30 to 6:00 p.m., and THE LATE SHOW, 10:30 TO MIDNIGHT.

You can be sure, whether it’s live, filmed, local of Network…THERE’LL ALWAYS BE MORE ON CHANNEL 4.

(Originally published in Ad-Vantages 3/15/1958)