WISC-TV, ch. 3 (analog)/50 (DT), is the CBS affiliate for Madison, Wisconsin. The station is the flagship of Madison-based Morgan Murphy Media & has been affiliated with CBS since it's launch on June 24, 1956. It's also the only full-power VHF outlet in the Madison media market, with it's transmitter located on Madison's West side. The station also operates My Madison TV, which is carried on local cable, on DirectTV in the Madison market & on WISC's DT subchannel 3.2 (DT 3.1 simulcasts WISC's lineup).