Licensed to Chippewa Falls, this outlet broadcasts a high definition digital signal on UHF channel 49 (or virtual channel 48.1 via PSIP) from a transmitter southeast of Colfax, and north of WIS 29, along the Dunn and Chippewa County line.
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Owned by Grant Broadcasting System II, it has studios at Interchange Place in La Crosse at the intersection of I-90/US 53/WIS 35 and Rose Street (hence the street address name).
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The station maintains an advertising sales office on WIS 93 in Eau Claire along the U.S. 53 and Business U.S. 53/Hastings Way interchange.