A staple of channel 3's schedule was "RFD-3", a long-running early morning agriculture and public affairs program which premiered in 1964. Originally airing weekdays at 6:30 a.m., before the launch of a conventional morning newscast in the early 1990s eventually led to the program moving to a 5:00 a.m. slot as the latter program expanded, it was hosted for the majority of its existence by Joe Brown, who served as the station's farm director beginning in the early 1960s and also worked as farm editor for the "Wichita Falls Times Record News". "RFD-3" ended its 47-year run in August 2011, following Brown's retirement from broadcasting. The station launched a similar program, "Texoma Country", which originated as a 15-minute segment that aired during "KFDX 3 News Today" before expanding to a separate half-hour program serving as a lead-in to the morning newscast — as "Texoma Country Morning" — in 2014 (the program is co-hosted by Mike Campbell and Joe Tom White, who had previously co-hosted a morning news/talk show on KWFS AM; White joined the program in 2014, after announcing his departure from KWFS).