WXOW has been serving the La Crosse, Wisconsin area as a member of the ABC Television Network since signing on the air March 1, 1970. WXOW-TV is highly recognized throughout the southern half of the La Crosse/Eau Claire market as the leader in local news programming and community service. WXOW reinforces its local presence and community involvement with the positioning statement of "Your Hometown Team". In September of 2002, WXOW became the first La Crosse area television station to broadcast in digital. WXOW-DT provides outstanding digital and high definition television programming through the broadcast day.