Television critics referred to the broadcasts-often low-budget with few celebrity guests but a good deal of inventiveness-as examples of the "Chicago School of Television". WMAQ-TV originated several programs for the NBC television network from its original studio facilities-a 170,000-square-foot (15,794 m 2) studio on the 19th floor of the Merchandise Mart on the city's Near North Side-during the 1950s, including Kukla, Fran, and Ollie, featuring Burr Tillstrom and Fran Allison Garroway at Large, starring Dave Garroway and Studs' Place, hosted by Studs Terkel. The half-hour program was recorded via kinescope and rebroadcast on WNBQ at 8:30 p.m. The station's first mid-week broadcast came the month following its sign-on when Paul Winchell and Joseph Dunninger were featured on the NBC variety series, The Floor Show.
NBC officials cited the need to avoid possible confusion with WMBI (1110 AM) and to obtain a callsign that was closer to co-owned NBC Red Network radio station WMAQ (670 AM, frequency now occupied by WSCR and 101.1 FM, now WKQX) as the reasons for the change. At NBC's request, however, the Federal Communications Commission (FCC) approved an application filed by the network to change the station's calls to WNBQ, a move that was announced on March 3, 1948. The station originally proposed WNBY as its call letters. Singer-actress Connie Russell from Garroway at Large and her daughter are pictured.
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