KIII-TV has been a South Texas Tradition since 1964. As the only locally owned television station in the region, Channel 3 has established a programming philosophy which sets KIII-TV apart as a market leader. The Hispanic community's allegiance to KIII began with The Domingo Pena Show in 1964 and grows stronger each year. Local news, local special events and a never ending dedication to local public service has earned KIII the reputation as one of the most admired ABC affiliates in America.