Joe was born in Sioux Falls, the son of Joe L. Floyd one of the original founding partners of Midcontinent Theatre Company and KELO-TV. He worked in engineering and cable systems in the region. Beginning in 1968, Joe guided the construction and purchase of cable systems in South Dakota, North Dakota, Nebraska and Western Minnesota. Initially, he established his cable headquarters in very humble surroundings working with his wife Elaine. When Joe moved to Sioux Falls to add duties as the executive vice president of KELO-LAND Television, Elaine officially retired from her cable position, but not from active duty. Elaine continued as Joe’s “special assistant” and tireless ambassador of the company. In July 2001, Joe retired from the company as its president but remains as the vice chairman of the board of directors.