Actually the channel has no DMA. The case always has been in that part of the world, due to terrain, cable or dish was necessary to receive TV at all.
The channel is CBS and co-owned by Gray Television) with WKYT, CBS in Lexington. Its .2 signal is a repeater of WKYT, the two differ only in local news and a few syndicated programs. People that can receive it OTA are mostly in the Lexington market, others in Huntington-Charleston (where Gray owns the NBC station) or the Tenneessee Tri-Cites, as cable or dish are needed to receive any other station, or that station itself more than 20 or 30 miles from Hazard. Esentually the station's only function is to cover local news, as the number of people who would actually watch TV OTA is tiny (since you would get only the one station OTA, and cable TV was a part of life there since day one).
It is not in Gray's interest to do anything to get the station, as it would just take viewers away from other Gray stations. Enough and Hazard might become a single station TV market, like Parkersburg, WV, where the presence of that single station (supplemented on cable by the Huntington-Charleston or Columbus stations) removes counties that would naturally be in the H-C market, making the market smaller. National ad buyers don't know, or care to know, stuff like that, they just pay $X for DMA Y.