WWAY

WWAY is a television station licensed to Wilmington, North Carolina, and serving the Cape Fear region. Its primary channel is affiliated with ABC, while its digital multiplex also carries CBS and The CW programming. The station is owned by Morris Multimedia and operates from studios on Magnolia Village Way in Leland; its transmitter is located west of Winnabow in Town Creek Township. WWAY began broadcasting on October 30, 1964, as Wilmington's second television station, more than a decade after NBC affiliate WECT. It was established by Cape Fear Telecasting, a locally controlled company, and initially operated from the tenth floor of Wilmington's Murchison Building. Although a new station in a two-station market might ordinarily have been expected to take CBS, WWAY selected ABC from launch. At the time, ABC had relatively limited distribution in markets of this size, while existing signals and network arrangements left an opportunity for a reliable ABC service in Wilmington. WECT continued to carry selected CBS programming, and WBTW in Florence, South Carolina, remained an important CBS outlet for parts of southeastern North Carolina until later local affiliation changes. The station passed through a series of owners during the late twentieth century. Cape Fear Telecasting sold it to Clay Broadcasting in 1968. Clay later became Clay Communications, and in 1987 sold WWAY and several sister stations to Price Communications. Subsequent owners included Adams Communications, CLG Media, Hillside Broadcasting, and Cosmos Broadcasting, a subsidiary of the Liberty Corporation. In 2001, after Liberty divested its insurance operations, WWAY came directly under the Liberty corporate structure. WWAY experienced several major technical and facility changes. A military jet destroyed its broadcast tower near Winnabow in 1981, after which the tower was replaced with a substantially taller structure. The station participated in Wilmington's early digital-television transition and ended analog broadcasting at noon on September 8, 2008, ahead of the nationwide transition schedule. It later expanded its digital service through additional multicast channels. The station introduced a Retro Television Network service in 2008, added The CW to a digital subchannel in 2013, and moved CBS programming from WILM-LD to WWAY-DT2 in 2017. The CW service was subsequently placed on WWAY-DT3. A significant ownership change followed Liberty's 2005 merger with Raycom Media. Raycom already owned WECT, and FCC ownership restrictions prevented it from retaining both full-power stations in the Wilmington market. Raycom kept WECT and divested WWAY to Morris Multimedia in 2006. WWAY retained a Liberty-era visual identity introduced in 2003 for a period after the transaction. The station has also maintained a local news operation, competing primarily with WECT. Its programming has included local morning, midday, evening, and late-night newscasts, sports coverage, weather, and community reporting. WWAY has periodically adjusted the timing and distribution of its news programs across its main channel and digital subchannels. It relocated from its long-standing downtown Wilmington facility to a renovated former bowling center in Leland, beginning on-air operations from the new site on April 29, 2018. Today, its business combines network programming, local journalism, weather and sports coverage, and multicast television services for viewers in the Wilmington and Cape Fear markets.

WWAY signed on October 30, 1964, as Wilmington, North Carolina's second television station. It was founded by Cape Fear Telecasting, a company controlled by local interests, and initially operated from the tenth floor of the Murchison Building in downtown Wilmington. The station entered a market where WECT, the established NBC affiliate, had previously carried selected programs from all three major networks. WWAY chose ABC as its primary affiliation from the beginning rather than CBS. This decision reflected the local signal and affiliation environment: ABC had limited representation in comparable two-station markets, while WBTW in Florence, South Carolina, provided a strong signal to portions of the region and acted as the CBS affiliate of record for much of southeastern North Carolina. Cape Fear Telecasting sold the station to Clay Broadcasting in 1968. The company later became Clay Communications. In 1969, WWAY moved to a new facility on Front Street, a building that formed part of the redevelopment of the northern end of downtown Wilmington. The station's transmission infrastructure suffered a major setback in 1981 when a military jet destroyed its tower near Winnabow. A replacement tower, nearly 2,000 feet high, was constructed afterward. WWAY changed hands several times during the following decades. Clay sold the station and four sister stations to Price Communications Corporation in 1987 for a reported $60 million; the transaction received Federal Communications Commission approval in June of that year. Price sold WWAY to Adams Communications in 1988. Adams transferred it to CLG Media in 1993, and CLG later sold it to Hillside Broadcasting in 1995. In 1999, Hillside sold the station to Cosmos Broadcasting, a subsidiary of the Liberty Corporation. After Liberty sold its insurance interests in 2001, WWAY came directly under Liberty's ownership structure. The station continued to develop its programming and technical operations. In 2004, it followed other Liberty-owned ABC stations in preempting a broadcast of the 1998 film Saving Private Ryan. In 2005, Liberty merged with Raycom Media. Because Raycom already owned WECT and FCC rules restricted common ownership of the relevant full-power stations in Wilmington, Raycom retained WECT and sold WWAY to Morris Multimedia in 2006. WWAY kept the logo introduced during the Liberty era in 2003 for some time after the ownership change. Wilmington became an early test market for the digital television transition. On September 8, 2008, WWAY joined other local stations in voluntarily ending analog transmission at noon. Its digital service subsequently expanded. A Retro Television Network feed began on a second digital channel in June 2008, replacing a 24-hour local weather service. In September 2013, WWAY announced a CW digital service branded Cape Fear CW. It launched on September 30. The CW service was moved to a tertiary channel when CBS joined WWAY's digital lineup, and Cozi TV was later displaced from that position. CBS announced in March 2016 that its Wilmington affiliation would move from low-power station WILM-LD to WWAY-DT2 on January 1, 2017. The change gave WWAY a three-network portfolio: ABC on its primary service, CBS on the second digital channel, and The CW on the third. The station also rearranged its local news output, producing midday and evening programming for the CBS channel while moving the CW-oriented late newscast to WWAY-DT3. In August 2021, the CW feed was upgraded to high definition. WWAY's news operation has competed with WECT, the long-standing ratings leader in the market. It briefly produced a weekday 7 p.m. newscast for WILM-LD under a news-sharing arrangement from March 2008 through February 2009. WWAY discontinued weekend newscasts in August 2009, later restoring a Sunday 11 p.m. program in October 2010. It launched a 10 p.m. newscast on its CW service in January 2014, creating competition for the established late-news program associated with Fox affiliate WSFX and WECT. The station has also carried the Good Morning Carolina morning program, local weather, and sports features including Full Court Press and Fifth Quarter. In March 2017, Morris Multimedia announced plans to acquire and convert the former Thunder Alley bowling center in Leland into new broadcast facilities. WWAY began originating on-air programming from 1224 Magnolia Village Way on April 29, 2018, ending its use of the Front Street studios that had served as its home since 1969. The station remains an active local broadcaster serving Wilmington, Leland, and surrounding communities through its ABC primary channel, CBS and CW digital services, local news operation, and related programming.

1. 2021CW service upgraded to high definition

   WWAY-DT3's CW feed is upgraded to HD.

   Source
2. 2018Move to Leland facilities

   WWAY begins on-air operations from its new Magnolia Village Way studios in Leland.

   Source
3. 2017CBS joins WWAY's digital lineup

   CBS moves to WWAY-DT2, with The CW shifting to WWAY-DT3.

   Source
4. 2013Cape Fear CW launches

   The CW begins broadcasting on a WWAY digital subchannel on September 30.

   Source
5. 2008Digital transition and multicast expansion

   WWAY ends analog transmission in Wilmington's early-transition test and launches a Retro Television Network digital service.

   Source
6. 2006Morris Multimedia becomes owner

   Morris Multimedia acquires WWAY after Raycom retains WECT following its merger with Liberty.

   Source
7. 1987Price Communications acquisition

   Clay sells WWAY and four sister stations to Price Communications Corporation.

   Source
8. 1981Broadcast tower destroyed

   A military jet destroys WWAY's tower near Winnabow; a much taller replacement is later built.

   Source
9. 1968Sale to Clay Broadcasting

   Cape Fear Telecasting sells WWAY to Clay Broadcasting.

   Source
10. 1964WWAY signs on

    WWAY begins broadcasting on October 30 as Wilmington's second television station and an ABC affiliate.

    Source

Local television broadcaster and network-affiliate news provider for Wilmington and the Cape Fear region.

• WWAY ABCPrimary network television service1964

  WWAY's primary broadcast service carries ABC network programming alongside locally produced news, weather, sports, public-service content, and commercial programming for the Wilmington and Cape Fear markets.

• WWAY-DT2 CBSDigital multicast network service2017

  WWAY-DT2 carries CBS programming in the Wilmington market. The service assumed the local CBS affiliation from WILM-LD on January 1, 2017, and also carries selected WWAY-produced local news programming.

• Cape Fear CWDigital multicast network service2013

  Cape Fear CW is WWAY's CW-branded digital service. It launched in 2013, later moved to WWAY-DT3 after CBS joined the station's second digital channel, and includes CW network programming and a local late-evening news service.

• Local news operationBroadcast news1964

  WWAY produces local news and weather coverage for Wilmington and surrounding communities. Its schedule has included Good Morning Carolina, midday and evening newscasts, late-night programming, and news broadcasts distributed across the station's digital services.

• Full Court PressSports programming

  Full Court Press is a WWAY sports program or feature focused on local and regional basketball coverage. The program has been associated with host Brett Blizzard.

• Fifth QuarterSports programming

  Fifth Quarter is a WWAY sports program or feature associated with local coverage of football and other area athletics. The program has been associated with host Trot Nixon.

• 2018Relocation to Leland broadcast centerStrategy

  Morris Multimedia sought a newer facility for the station's production and broadcast operations.

  What changed. The former Thunder Alley bowling center in Leland was converted into broadcast studios, and WWAY began originating programming there on April 29.

  Aftermath. The move ended the station's use of its downtown Wilmington studios, occupied since 1969.

  Source
• 2017Reconfiguration around ABC, CBS, and The CWStrategy

  CBS announced that its Wilmington affiliation would leave WILM-LD and move to WWAY's digital platform.

  What changed. WWAY placed CBS on WWAY-DT2, moved The CW to WWAY-DT3, and rearranged related local news broadcasts.

  Aftermath. WWAY became a three-network local television operation with ABC, CBS, and The CW services.

  Source
• 2013Launch of Cape Fear CWProduct launch

  WWAY used digital multicast capacity to broaden its network programming offering.

  What changed. The station launched The CW on a digital subchannel under the Cape Fear CW brand on September 30.

  Aftermath. The CW service was later moved to WWAY-DT3 after CBS joined WWAY-DT2.

  Source
• 2008Launch of Retro Television Network multicast serviceProduct launch

  Digital broadcasting created additional channel capacity for local stations.

  What changed. WWAY began carrying the Retro Television Network on a second digital channel, replacing a 24-hour local weather service.

  Aftermath. The multicast lineup was later reorganized as WWAY added The CW and CBS services.

  Source
• 2004Preemption of Saving Private RyanStrategy

  Liberty-owned ABC affiliates made a coordinated programming decision concerning the broadcast of the 1998 film Saving Private Ryan.

  What changed. WWAY preempted a scheduled showing of the film.

  Aftermath. The decision was part of a broader Liberty-era policy among its ABC-affiliated stations; the available reference does not provide further measurable consequences.

  Source
• 1964Launch with ABC as primary affiliationStrategy

  Wilmington already had WECT, which carried selected programming from multiple networks, while ABC had no strong local affiliate presence.

  What changed. Cape Fear Telecasting launched WWAY as an ABC affiliate rather than adopting CBS as its primary network.

  Aftermath. ABC became the station's continuing primary affiliation and remained central to its identity.

  Source

• 2018WWAY begins operating from new Leland broadcast studios

  The station began on-air programming from renovated facilities at 1224 Magnolia Village Way in Leland on April 29, completing its move from downtown Wilmington.

  Other
  Source
• 2017CBS affiliation moves from WILM-LD to WWAY-DT2

  CBS programming moved to WWAY-DT2 on January 1. The CW service shifted to WWAY-DT3, changing the structure of the station's multicast lineup.

  Product generation
  Source
• 2013The CW launches on WWAY digital television

  WWAY added The CW to a digital subchannel under the Cape Fear CW branding, expanding the station's network portfolio.

  Product launch
  Source
• 2008WWAY joins Wilmington's early digital television transition

  WWAY voluntarily ended analog broadcasting at noon on September 8 as part of Wilmington's early-market test of the national digital television transition.

  Product generationRegulation
  Source
• 2006Morris Multimedia acquires WWAY after Raycom ownership conflict

  Following Liberty's merger with Raycom Media, Raycom retained WECT and divested WWAY because of FCC restrictions on common ownership in the Wilmington market. Morris Multimedia became the station's owner.

  M&ARegulation
  Source
• 1981WWAY tower destroyed and replaced after military-jet incident

  A military jet destroyed the station's broadcast tower near Winnabow. WWAY subsequently installed a replacement tower nearly 2,000 feet tall.

  Other
  Source
• 1964WWAY begins broadcasting as Wilmington's second television station

  WWAY signed on October 30 as a new Wilmington television station and launched with ABC as its primary network affiliation.

  Other
  Source

1. WWAY
2. WWAY official website
3. Digital TV transition kicks off in Wilmington NC