KTVO signed-on November 21, 1955 airing an analog signal on VHF channel 3. However, by time of sign-on the Kirksville group felt the venture held little hope for profitability and had sold all shares back to Conroy. For much of its early history KTVO was a primary CBS affiliate, although its single market status allowed it to cherry-pick the most popular programming from NBC and ABC. At first, Arnold and Burk's fears that the Ottumwa/Kirksville Designated Market Area (DMA) was too small to support a television station were proven true but Conroy persevered, believing southeastern Iowa and northeastern Missouri would be proud to have a locally based station. This was not a surprise, given that KTVO was the area's only channel until 1986, when KOIA-TV (channel 15, now Fox affiliate KYOU-TV) began operations.