Nat Fleming, a local country and western bandleader, served as host of the self-titled, half-hour afternoon variety program "The Nat Fleming Show" on channel 3 from the station's inception in 1953 until the early 1960s, which featured a blend of musical performances (performed alongside bandmates Pee Wee Stewart, Elmer Lawrence, Buck White, Pappy Stapp and Tommy Bruce) and comedy skits. Fleming was also the longtime owner of The Cow Lot, a Wichita Falls-based western wear store which shuttered operations in 2006, and typically signed off television commercials for his store with the locally known tagline "You can tell by looking if it came from the Cow Lot" (the store also served as the homebase for the "Horn Honkin' Show", a Saturday morning variety program that Fleming hosted for radio station KNIN-FM [92.9]). Fleming would be honored with the North Texas Legend Award by The Museum of North Texas History in May 2012.