WSAW-TV is a CBS affiliate in Wausau, Wisconsin, serving central and Northcentral Wisconsin. It is owned by Gray Television and operates from a transmitter on Rib Mountain, as well as a translator station in the northwoods community of Sayner.
The station launched on October 23, 1954 as WSAU-TV, but changed its call letters to WSAW-TV in 1981. WSAU-TV originally operated from the Plumer Mansion on N. 5th St. in Wausau before moving to its current building at 1114 Grand Avenue in 1971. The Mansion was torn down in 1972. It's castle-like exterior and suit of armor displayed in the building inspired the station's graphic designer, Sid Kyler, to design a medieval-style "7" logo with a fully-armored knight cartoon mascot known as Sir Seven. The logo and mascot was used for several decades, until WSAW-TV's logo changed to a square-style 7 in the mid 1990s. The logo was replaced by the current circle-style 7 in 2006. WSAW-TV is now WSAW-DTV as of February 2009. You can watch your favorite CBS and WSAW programming in HD.
WSAW-TV has been affiliated with CBS from its beginning, though it also had secondary affiliations with DuMont, ABC and NBC. In Fall 2006, it added MyNetworkTV to digital channel 7.2. 24/7 Weather, a round-the-clock weather channel, is on digital channel 7.3.
The station's broadcasts have been digital-only since before midnight on February 16, 2009 when the analog signoff featured a "good night" from Sir Seven.