There are hyphenated markets, there are double-hyphenated markets and then there's the very rare tri-hyphenated market comprising four submarkets. That's the case in DMA No. 37, where the traditional Big Three affiliate stations each win their backyard and attempt to poach viewers from the rivals' turf. One of just two triple-hyphenated markets in the Top 50, Greenville-Spartanburg-Asheville-Anderson covers parts of northern South Carolina, western North Carolina and even northeastern Georgia. "It's a very broad DMA," says John Soapes, president and general manager of WYFF, who grew up in Charleston.
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