The first channel 30 to operate in Meridian began broadcasting as WCOC-TV in 1953. It was owned by the Crystal Oil Company along with WCOC radio (910 AM, now WMOG). The station had hoped to pick up the CBS affiliation for the area due to its radio sister's long affiliation with CBS Radio. However, the network ended up affiliating with WTOK-TV on the more powerful VHF channel 11. This resulted in WCOC going dark after only a few months on the air.