WYFF (channel 4) is a television station in Greenville, South Carolina, United States, serving Upstate South Carolina and Western North Carolina as an affiliate of NBC. Owned by Hearst Television, the station maintains studios on Rutherford Street (west of US 276) in northwest Greenville, and its transmitter is located near Caesars Head State Park in northwestern Greenville County.
Channel 4 went on the air as WFBC-TV on December 31, 1953. It was formed from a three-way merger of applicants for the channel, most notably two Greenville radio stations: WMRC, which left the air as a result, and WFBC, owned by The Greenville News and The Greenville Piedmont newspapers. This ownership group, which became Multimedia, Inc. in 1968, led the station to number one in the market.
Under pressure to divest itself of the cross-ownership of the News and Piedmont, Multimedia traded WFBC-TV to the Pulitzer Publishing Company in 1983, and the call letters were changed to WYFF. Under Pulitzer and Hearst ownership, WYFF has typically remained the leader in the fragmented multi-city Greenville–Spartanburg–Asheville market.