WMOR-TV
WMOR-TV is an independent television station licensed to Lakeland, Florida, and serving the Tampa Bay market.
Last updated August 31, 2026
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Overview
WMOR-TV is an independent television station serving the Tampa Bay area of Florida. The station is licensed to Lakeland and operates under the WMOR-TV call sign on channel 32, while its main studios are located on Hillsborough Avenue in east Tampa and its transmitter is in Riverview. It is owned by Hearst Television, the broadcasting subsidiary of Hearst Communications. The station began broadcasting on April 15, 1986, as WTMV. Its original identity, V-32, was unusual for a local commercial station: the schedule was dominated by music videos, hosted segments, and a local talk program. The format reflected the mid-1980s growth of music-oriented television, but it struggled to generate sufficient ratings and advertising revenue. WTMV gradually shifted toward a conventional independent-station schedule, adding classic television programs, cartoons, talk shows, syndicated sports, and programming that local network affiliates had declined to carry. During its early years, WTMV also used sports and secondary programming to establish a broader regional presence. It carried baseball packages involving several Major League Baseball teams and became the Tampa Bay outlet for Florida Marlins games when that franchise began play in 1993. The station also acquired selected programs from local network affiliates, including preempted sports and entertainment content. In 1995, it became an affiliate of The WB when that network launched. Hearst acquired WTMV in 1996. The transaction marked Hearst's entry into Florida and was followed by a substantial upgrade of the station's facilities, technical operation, signal, and programming strategy. The station relaunched as WWWB on September 15, 1996. Under Hearst, channel 32 secured significant sports exposure, including an over-the-air telecast of a Tampa Bay Buccaneers game and a joint agreement to carry games of the expansion Tampa Bay Devil Rays. The WB affiliation lasted less than four years. Sinclair Broadcast Group secured the affiliation for WTTA, and the change took effect on September 1, 1999. Channel 32 adopted the WMOR-TV call sign and the More-TV 32 identity, replacing The WB's branding with a general independent-station position. Its schedule subsequently emphasized syndicated entertainment and programming aimed in part at younger and Black audiences. The station later carried Tampa Bay Buccaneers preseason games and other programming affected by scheduling conflicts at affiliated stations. WMOR-TV dropped the More TV identity in 2008 and became TV 32. In 2011, it adopted the MOR brand, partly recognizing that viewers encountered the station on different cable and satellite channel positions rather than consistently on channel 32. Its current role is that of a locally focused independent station, with a schedule built from syndicated programming, movies, acquired series, and other content rather than a full-time affiliation with a major broadcast network. WMOR-TV also has a significant technical role in the Tampa Bay market. It became the market's ATSC 3.0, or NextGen TV, transmitting station on December 1, 2020. Its ATSC 3.0 signal is transmitted from Riverview, while its programming is also distributed through ATSC 1.0 simulcasts hosted on other local stations. The station ended analog broadcasting on June 12, 2009, as part of the United States digital television transition, and its digital channel was later repacked from channel 19 to channel 18.
History
The channel 32 allocation in Lakeland was pursued by multiple applicants beginning in the late 1970s. A settlement among the remaining applicants in 1983 resulted in Lakeland Public Interest Telecasters receiving authorization to build the station. Programming plans announced in 1985 called for a music-video-oriented service, but construction and tower-site issues delayed the launch. WTMV began broadcasting on April 15, 1986, using the V-32 identity. Its schedule featured hosted music-video blocks and a local talk show, but the format did not attract enough audience or advertising support. The station therefore began changing direction in September 1987, adding classic series, cartoons, talk shows, and syndicated college sports while reducing music videos. For a time, it remained one of the few, and eventually the last, over-the-air music-video stations in the United States. Its operations moved largely from Lakeland to an east Hillsborough County facility in 1988, and a low-power relay in St. Petersburg was added in 1991 to improve reception in parts of Pinellas County. WTMV developed its independent-station identity through a mixture of acquired entertainment, preempted network programs, and sports. It carried baseball games involving several team networks and became the Tampa Bay outlet for Florida Marlins games in 1993. It also aired selected programming that local network affiliates had declined, including an NBA Finals game, Notre Dame football, and other network-originated content. When The WB launched in January 1995, WTMV became its Tampa Bay affiliate. Hearst Corporation announced its acquisition of WTMV on October 31, 1995, and took control in June 1996. Hearst invested in the station's facilities, signal, equipment, and brand. The station secured an over-the-air telecast of a Tampa Bay Buccaneers game and increased its effective radiated power before relaunching as WWWB on September 15, 1996. It subsequently joined WTSP in a five-year agreement to televise games of the expansion Tampa Bay Devil Rays beginning in 1998. Discussions about a local newscast also took place during this period, although the station remained primarily an entertainment and sports outlet. The WB later moved its affiliation to WTTA after Sinclair secured the network relationship. The switch took effect on September 1, 1999. Channel 32 became WMOR-TV and was branded More-TV 32, using a new mascot and a programming strategy centered on independent entertainment. By 2001, WMOR and WTTA were both experiencing weak ratings, and the Devil Rays eventually moved their over-the-air games elsewhere in 2003. WMOR carried the full Tampa Bay Buccaneers preseason schedule in 2004 when WFLA-TV faced conflicts involving the Summer Olympics and the Democratic National Convention. The station abandoned the More TV branding in 2008 in favor of TV 32, then adopted MOR in 2011 because cable viewers did not necessarily receive it on channel 32. WMOR-TV completed the transition from analog broadcasting on June 12, 2009. Its digital operation was initially on UHF channel 19 and was later repacked to channel 18. On December 1, 2020, WMOR-TV became the Tampa Bay market's ATSC 3.0 transmitting station. Its NextGen TV signal originates from Riverview, while ATSC 1.0 versions of its programming are carried through facilities operated by other Tampa Bay stations. The station remains an independent Hearst Television operation serving Lakeland, Tampa, St. Petersburg, and the wider Tampa Bay region.
- 2020
ATSC 3.0 service launches
[1]WMOR-TV began transmitting the Tampa Bay market's NextGen TV service on December 1.
- 2011
MOR branding adopted
[1]The station adopted the MOR identity after earlier using the TV 32 brand.
- 2009
Analog broadcasting ends
[1]The station ended regular programming from its analog transmitter on June 12 as part of the national digital television transition.
- 1999
WMOR-TV identity introduced
[1]After losing The WB affiliation to WTTA, channel 32 became WMOR-TV and adopted the More-TV 32 brand.
- 1998
Devil Rays television agreement begins
[1]A joint agreement with WTSP provided television coverage of Tampa Bay Devil Rays games beginning with the team's 1998 expansion season.
- 1996
Hearst acquires and relaunches the station
[1]Hearst took control, upgraded the station, and relaunched it as WWWB on September 15.
- 1995
WTMV affiliates with The WB
[1]WTMV became the local affiliate of The WB when the network launched on January 11.
- 1993
Florida Marlins telecasts begin
[1]WTMV became the Tampa Bay area's over-the-air outlet for Florida Marlins baseball.
- 1991
St. Petersburg low-power relay added
[1]A low-power channel 63 relay began rebroadcasting WTMV to improve reception in parts of Pinellas County.
- 1987
Station shifts away from music videos
[1]WTMV reduced its music-video programming and added classic series, cartoons, talk shows, and syndicated sports.
Products and positioning
A Tampa Bay independent television station combining syndicated entertainment, movies, acquired programming, occasional sports, and advanced digital broadcasting.
Independent television station · 1986
WMOR-TV broadcast service
The station's core offering is a free over-the-air television service for the Tampa Bay market. As an independent station, WMOR-TV schedules acquired entertainment, movies, syndicated series, and selected sports rather than maintaining a full-time relationship with a major national broadcast network.
Digital television transmission · 2020
ATSC 3.0 NextGen TV service
Since December 2020, WMOR-TV has served as the Tampa Bay market's ATSC 3.0 transmitting station. The NextGen TV operation is transmitted from Riverview, while ATSC 1.0 distribution is provided through other local station facilities.
Sports broadcasting · 1993
Regional sports telecasts
Across different ownership and branding periods, channel 32 has carried baseball and football programming, including Florida Marlins games, Tampa Bay Devil Rays games, and Tampa Bay Buccaneers preseason telecasts. These rights were historically important to the station's independent-market positioning but are not necessarily current offerings.
Brand decisions
2020
Launch of ATSC 3.0 transmissionGeneration changeBackground
Broadcasters were beginning to introduce the ATSC 3.0 digital television standard in selected United States markets.
Action taken
WMOR-TV became Tampa Bay's ATSC 3.0 transmitting station on December 1.
Aftermath
The station assumed a technical platform role for NextGen TV while its programming remained available through ATSC 1.0 simulcasts on other local signals.
1999
Reposition as an independent stationStrategyBackground
The WB affiliation was moved to WTTA after Sinclair secured the network relationship in the market.
Action taken
Channel 32 adopted the WMOR-TV call sign and More-TV 32 branding, with a new independent programming strategy.
Aftermath
The station continued as an independent outlet and later changed its branding to TV 32 and then MOR.
1996
Hearst acquisition and station overhaulM&ABackground
Hearst sought to expand its television portfolio and entered the Florida market through the purchase of WTMV.
Action taken
Hearst acquired the station, improved its facilities and signal, and relaunched it as WWWB.
Aftermath
The station gained a stronger technical operation and expanded sports and entertainment ambitions.
Reported transaction valuation. $28 million valuation (1995 acquisition announcement)
1995
Join The WB networkStrategyBackground
The newly launched WB network needed local affiliates, and WTMV already operated as an independent entertainment station.
Action taken
WTMV became The WB's Tampa Bay affiliate on January 11.
Aftermath
The affiliation continued after Hearst acquired the station but was later transferred to WTTA.
1987
Shift from music videos to general entertainmentStrategyBackground
The original music-video format did not produce the audience or advertising revenue needed to sustain the station.
Action taken
WTMV reduced music videos and added classic television series, cartoons, talk shows, and syndicated sports.
Aftermath
The broader schedule increased interest from local cable systems and moved the station toward a conventional independent-station model.
Sources2 sources
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