Gray Media Taps William Varnier to Lead WDBJ in Roanoke
Event summary
- William Varnier appointed General Manager of WDBJ, Gray Media’s CBS affiliate in Roanoke, Virginia, effective October 5, 2026.
- Varnier previously served as Creative Services Director for Gray’s KCTV5 in Kansas City, where the station earned Station of the Year honors for three consecutive years.
- Varnier has over three decades of experience in local television, including prior roles at WTKR News 3 and WVEC in Norfolk, Virginia.
- Gray Media operates 117 full-power television markets, reaching approximately 37% of US television households.
The big picture
Gray Media’s appointment of William Varnier as General Manager of WDBJ underscores its focus on strengthening local market leadership. With Varnier’s proven track record in creative services and station management, Gray aims to bolster WDBJ’s competitive position in Roanoke. This move aligns with Gray’s broader strategy of optimizing its extensive portfolio of television stations and digital assets to maintain dominance in key markets.
What we're watching
- Local Market Performance
- How Varnier’s leadership will impact WDBJ’s ratings and market position in Roanoke, Virginia.
- Strategic Alignment
- Whether Gray Media can leverage Varnier’s experience to enhance its local market strategy.
- Operational Integration
- The pace at which Varnier can integrate his creative services background into WDBJ’s operations.