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The Sherman-Ada DMA spans the Red River valley, Choctaw Nation communities, Lake Texoma tourism, and fast-growing suburbs north of Dallas-Fort Worth. Broadcasters highlight manufacturing, agriculture, tribal economic development, and defense contractors while covering severe weather, broadband expansion, and transportation upgrades along US-75. Viewers rely on a mix of OTA television, streaming, and regional radio to stay informed about tornadoes, drought, and community events.
Gray Television operates KXII News 12 (CBS/FOX/CW) with bureaus in Sherman, Ardmore, and Durant, while Nexstar’s Texoma’s Homepage (KFDX/KJTL) supplies supplemental coverage from Wichita Falls. OETA (Oklahoma Educational Television Authority) and PBS station KERA from Dallas extend public broadcasting resources across the region. Choctaw Nation-owned stations and community outlets collaborate with legacy media on tribal governance and health initiatives. Local newspapers such as the Sherman Herald Democrat, Ada News, and Durant Daily Democrat partner with KXII and nonprofit newsroom The Frontier to investigate infrastructure, education, and rural development.
The Federal Communications Commission manages cross-state spectrum coordination to guarantee Emergency Alert System reliability for tornadoes, ice storms, and wildfires. Oklahoma Department of Emergency Management and Texas Division of Emergency Management conduct annual “Texoma Storm Ready” exercises with broadcasters and tribal emergency managers, focusing on multilingual warnings, siren integration, and evacuation logistics.
KXII streams News 12 Now newscasts, weather radar, and high school sports on VUit, Roku, and mobile apps, while publishing Spanish-language updates through Telemundo Texas partners. The Choctaw Nation and Chickasaw Nation produce podcasts and livestreams on economic programs, cultural revival, and health services, amplifying coverage through YouTube and social media. Regional outlets use Facebook Live and text alerts to distribute breaking news on severe weather, road closures, and public health.
Broadband investments from the Oklahoma Broadband Office, Texoma Fiber, and cooperative providers like Peoples Electric Cooperative expand fiber and fixed wireless across Bryan, Johnston, Grayson, and Marshall counties. TxDOT’s US-75 reconstruction and Oklahoma’s infrastructure upgrades introduce smart corridor sensors feeding data to newsrooms for traffic segments and emergency management dashboards.
Choctaw, Chickasaw, and other tribal citizens rely on KXII, OETA, and tribal media for sovereignty updates, healthcare expansions, and cultural programming. OTA antennas remain common to ensure access during power outages, with streaming apps supplementing for on-demand viewing once connectivity is restored.
Ranchers, farmers, and ag cooperatives follow radio market reports and mobile alerts for drought indices, wildfire risk, and commodity prices. Social media groups and WhatsApp lists distribute storm spotter information and road closures to remote residents.
Growing suburbs near Sherman and Durant attract commuters who stream morning newscasts on connected TVs and listen to podcasts covering economic development and school bond updates. Industrial employers and manufacturing plants use station websites and text alerts to inform shift workers about severe weather schedules and highway detours.
High school sports, college athletics, and Dallas Cowboys coverage drive cross-platform engagement via KXII, Texoma Sports, and digital highlights. Tourism content featuring Lake Texoma fishing, casino entertainment, and festivals performs strongly on Facebook and YouTube.
| Indicator | Latest Figure | Source |
|---|---|---|
| DMA population | approximately 304,000 residents (2023) | U.S. Census Bureau |
| Television households | about 123,000 TV homes, rank 176 (2024-2025) | Nielsen DMA Rankings |
| Median household income | roughly $58,900 across Grayson County, TX and Bryan County, OK (2022) | U.S. Census Bureau ACS |
| Broadband availability | 86% of households with access to 100 Mbps service | Oklahoma Broadband Office / Texas Broadband Development Office |
| Manufacturing employment | over 13,000 jobs across the DMA (2023) | Texas Workforce Commission / Oklahoma Commerce |
| Lake Texoma tourism impact | approximately $750 million annually | Texoma Council of Governments |
| Choctaw Nation investment | $1 billion economic development package (2022-2025) | Choctaw Nation of Oklahoma |
The 2024 University of Oklahoma/Texas A&M Texoma Civic Media Survey reports 61% of residents trust local TV and radio for severe weather and economic news, compared with 27% for national outlets. KXII and public media partners publish data sources on infrastructure, tribal programs, and school performance, while hosting town halls that rotate between Oklahoma and Texas counties.
Collaborations involving KXII Investigates, The Frontier, and nonprofit groups produce bilingual explainers on water projects, education bonds, and healthcare access, reinforcing credibility through shared data dashboards and open records requests.
Audiences follow Dallas Cowboys, OU/Texas football, Lone Star Conference athletics, and high school sports through linear broadcasts, NFHS Network, and streaming highlights. Outdoor recreation content—fishing, hunting, and lake tourism—performs well on weekend newscasts and YouTube shorts.
Podcast and newsletter consumption focuses on KXII’s Red River Roundtable, The Frontier’s investigative briefings, and Choctaw Nation audio stories. Younger residents engage with TikTok creators covering small businesses, cultural events, and cross-border nightlife, while churches and tribal community centers stream services to reach rural households.
