Consequently, CBS began to negotiate with Gaylord Broadcasting to secure an affiliation agreement with the independent station it had long owned in Dallas, KTVT.

Oklahoma Publishing later renamed its broadcasting arm Gaylord Broadcasting.

Field did not acquire Kaiser's share of WUAB, which United Artists sold to Gaylord Broadcasting that same year.

Oklahoma Publishing retained WKY radio, and its television group was rechristened Gaylord Broadcasting, after the family which owned the company.

Gaylord Broadcasting bought the station in 1966, and changed its call letters to the current WVTV.

When Gaylord Broadcasting began a gradual paring down of its station group in 1987, WVUE was sold to Burnham Broadcasting.

Both also have interests in music television; Viacom owns MTV, and CBS owns Gaylord Broadcasting, which owns the Nashville Network.

WCGV entered into a local marketing agreement with WVTV (then owned by Gaylord Broadcasting) in 1994.

The Gaylords took the Opryland businesses and merged them into Gaylord Broadcasting, their existing television station and syndicated program division.