Joseph Sample left a successful career at a Chicago advertising agency to enter the broadcasting industry in a state he has always loved, Montana. He built KOOK-TV in Billings into Montana's best-equipped station of that era. He was instrumental in bringing the first network television signal to Billings. He later acquired KXLF-TV in Butte and built it into a dominant force in Western Montana.
Seeking to unite the state's diverse areas while simultaneously grouping television stations for the national advertising market, he later acquired stations in Missoula and Great Falls, thereby forming the Montana Television Network.
Today, Joe Sample promotes both commercial and public broadcasting in Montana as president of the Greater Montana Foundation and as a major fund-raiser for KEMC Billings. Says Sample about television: "It sometimes isn't a business. It's almost an art form."