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Walk into any diner from Big Rapids up to the Mackinac Bridge around 6:00 p.m., and you’ll likely hear the same familiar theme music. It’s a staple. For folks living in the "True North," 9&10 News Traverse City isn't just a television station; it’s basically the pulse of the region. Whether it’s a massive lake-effect snowstorm shutting down US-131 or a local high school football rivalry, this station has been the primary lens through which Northern Michigan sees itself for decades.
Honestly, the reach of this station is kind of insane. It covers one of the largest geographical areas east of the Mississippi. We’re talking about 23 counties in the northern Lower Peninsula and three more in the eastern U.P. That’s a lot of ground to cover for one newsroom.
The Heritage Behind the "9&10" Name
Most people just call it "9&10," but the technical side is a bit more complex. The "9" refers to WWTV in Cadillac, and the "10" is WWUP in Sault Ste. Marie. They operate as one entity, which is why the branding is so iconic.
It started way back on New Year's Day in 1954. Back then, it was the first TV station north of Lansing. It even predated Traverse City's other major player, WPBN (Channel 7), by a few months. Since then, it’s survived fires—like the 1961 transmitter fire that leveled the original building—and ownership shifts from the likes of John Fetzer (who owned the Detroit Tigers) to Buffalo Bills owner Ralph Wilson.
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Today, it’s under the wing of 910 Media Group, owned by Heritage Broadcasting Company of Michigan. They aren't some distant corporate conglomerate based in a New York skyscraper. They’re based right here in Cadillac and Traverse City, which explains why the coverage feels so personal.
Why It Dominates the Traverse City Market
You’ve probably wondered why 9&10 seems to stay at the top of the ratings year after year. It’s not just luck. While other stations might focus heavily on the Traverse City "metro" area, 9&10 treats a town like Tustin or Gaylord with the same weight as the Cherry Capital.
They also have a massive physical presence. While the main studios are on Broadcast Way in Cadillac, their Traverse City Bureau on Aero Park Drive (near the airport) is a hub for daily reporting. If you’ve spent any time downtown, you might have also seen their presence on Cass Street.
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The Faces You Know: Reliability in a Changing Industry
The revolving door of local news can be dizzying, but 9&10 has always had "anchors" in the literal sense.
Think about Kevin Essebaggers. He’s been a fixture since 2001. That kind of longevity is rare. You see someone on your screen for twenty-plus years, and they start to feel like a neighbor. Then you have reporters like Adam Bartelmay and Bill Froehlich who have spent years navigating the backroads of Northern Michigan to get the story.
The weather team is arguably the most important part of the broadcast for locals. In a place where "lake effect" can dump a foot of snow in three hours, the Doppler 9&10 Radar Network is a lifeline. Chief Meteorologists here don't just read a teleprompter; they have to understand the specific micro-climates of Lake Michigan and Lake Huron. Currently, folks like Michael Stevens and Haley Fiaschetti are leading that charge, even launching new segments like "Beyond the Forecast" to explain the science behind our weird weather.
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Beyond Just the 6 O’Clock News
Television isn’t just about the box in the living room anymore. 910 Media Group has branched out quite a bit. They own MyNorth Media, which produces Traverse Northern Magazine. This has allowed them to pivot from just breaking news to lifestyle and culture, covering everything from the best wineries on Old Mission Peninsula to hidden hiking gems in the Jordan River Valley.
They also run Local 32 (WFQX), the Fox and CW affiliate. This gives them a way to reach viewers who might want news at 7:00 or 10:00 p.m. instead of the traditional dinner-hour slot.
Common Misconceptions About the Station
- "They only care about Cadillac." False. While the main studios are there, the majority of their daily reporting resources are tied to the Traverse City and Petoskey bureaus.
- "It’s all just CBS content." Not even close. Between Michigan This Morning and their evening blocks, they produce over 7 hours of local content every weekday.
- "They are owned by a national giant." Nope. Heritage Broadcasting remains a locally-based, independent company, which is pretty rare in 2026.
How to Actually Use 9&10 News Today
If you’re moving to the area or just trying to stay informed, watching the evening news is only half the battle. To get the most out of their resources, you have to look at their digital footprint.
- The App for Weather Alerts: The weather in Northern Michigan is erratic. Their app is generally more accurate for this specific region than the default weather app on your iPhone.
- Streaming Live: If you’ve cut the cord, they stream their newscasts live on their website and through various OTT apps like Roku or Fire TV.
- Community Calendars: They host one of the most comprehensive community event lists for Northern Michigan. If there’s a fish fry or a festival, it’s on there.
9&10 News Traverse City has managed to do something most local stations fail at: staying relevant in the age of TikTok and 24-hour national cycles. They do it by remembering that for someone in Manistee or Alpena, the most important news isn't what's happening in D.C.—it’s whether the road is plowed and if the local school board is raising taxes.
If you want to stay connected to the area, start by following their local "The Four" segment for community highlights or signing up for their morning news blast. It’s the easiest way to make sure you aren't the last to know when the snow starts falling or a new business opens its doors in the village.