Indiana Broadcast History Archive

Photo Courtesy of Indiana Broadcast Pioneers

William “Tom” Hamilton was a broadcasting executive who played a key role in the early success of WNDU-TV in South Bend, Indiana. Arriving in South Bend in1955, he began as a sales manager at WNDU-TV, bringing 17 years of advertising experience from New York. He is credited also with creating the famous Pepsi-Cola jingle, “Pepsi-Cola hits the spot…” Hamilton advanced to vice president and general manager of Michiana Telecasting Corp., the parent company of WNDU Radio and TV and a tax- paying subsidiary of Notre Dame University. 

Hamilton worked in New York City for nearly two decades working in radio and television advertising before accepting a position at WNDU in 1955. Despite taking a significant pay cut, he saw the opportunity to help build a new station and contribute to the educational mission of the University of Notre Dame. In 1960, he was promoted to general manager, where he created a strong company culture, hosting summer picnics and Christmas parties for employees and their families. 

A devout Catholic, Hamilton began every meeting with a prayer and frequently shared encouragement through handwritten memos marked with a cross and the initials "JMJ" (Jesus, Mary, Joseph). His leadership extended beyond the station, as he was passionate about youth education. In 1960, he supported the formation of a student-run television production company at WNDU through the Junior Achievement program. This initiative, WJA-TV, allowed high school students to produce and broadcast their own programs, gaining hands-on experience in television production. 

Hamilton remained with WNDU for over 25 years, overseeing its growth and maintaining its reputation as a leader in local broadcasting. He was inducted into the Indiana Broadcast Hall of Fame in 1983. He passed away on July 16, 1989, in South Bend. 

February 2025

Katherine Maners

Indiana Broadcast Pioneers