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.
