By late 1954, northeastern Wisconsin had one UHF television station—WNAM-TV—and two VHF outlets, WBAY-TV channel 2 and new sign-on WMBV-TV channel 11. The UHF station was struggling; WOSH-TV of Oshkosh had closed down in March. The FCC had awarded the third and final commercial channel for Green Bay, channel 5, to the Valley Telecasting Company, a consortium of 17 area leaders, in 1953. Sensing that the arrival of Valley Telecasting, which had selected the call letters WFRV-TV for its station to represent the "Wonderful Fox River Valley", would doom its UHF channel to oblivion, Neenah-Menasha reached a deal in November to merge with Valley and announced it would suspend operations of WNAM-TV on the evening of January 2, 1955. The combined station would retain some operations at Neenah for program production in the Fox Cities, but it would use the tower and transmitter building of the former WJPG-FM on Scray's Hill near De Pere.