WMOR-TV

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WMOR-TV
WMOR.svg

Wmor dt2.png
Lakeland/Tampa/St. Petersburg, Florida
United States
City of license Lakeland, Florida
Branding MOR (spelled out as "M-O-R")
This TV Tampa Bay
(on DT2)
Slogan Just Can't Get Enough
Channels Digital: 19 (UHF)
Virtual: 32 (PSIP)
Affiliations Independent (since 1999; also from 1986–1995)
Owner Hearst Television
(WMOR-TV Company)
First air date April 24, 1986; 27 years ago (1986-04-24)
Call letters' meaning MORe TV (former branding)
Former callsigns WTMV (1986–1996)
WWWB (1996–1999)
Former channel number(s) Analog:
32 (UHF, 1986–2009)
Former affiliations Primary:
independent (1986–1995)
The WB (1995–1999)
Secondary:
ABC (1988–1995)
CBS (1988–1995)
NBC (1988–1995)
Fox Kids/4Kids TV (2001–2008)
Transmitter power 1,000 kW
Height 458 m
Facility ID 53819
Transmitter coordinates 27°49′10″N 82°15′39″W / 27.81944°N 82.26083°W / 27.81944; -82.26083
Licensing authority FCC
Public license information: Profile
CDBS
Website www.mor-tv.com

WMOR-TV, virtual channel 32 (UHF digital channel 19), is an independent television station serving Tampa and St. Petersburg, Florida, United States that is licensed to Lakeland, Florida, United States. The station is owned by the Hearst Television division of the Hearst Corporation. WMOR maintains studio facilities located on Hillsborough Avenue in Tampa, with its transmitter located in Mulberry. WMOR is the only television station owned by Hearst that is not affiliated with any major broadcast network and the company's only station that does not maintain a news department.

On cable, WMOR is available on Bright House Networks channel 12 in Hillsborough County and channel 10 in North Pinellas County (due to WTSP broadcasting on channel 10, that station is seen on channel 12), Verizon FiOS, and Comcast Venice, and on Comcast channel 4 in Sarasota. WMOR is also available locally on satellite provider DirecTV on channel 32 and 32-1 in standard and high definition, respectively.

History[edit]

The station first signed on the air on April 24, 1986 as WTMV; branded as "V-32", it originally maintained an all-music video format. The station's owner and general manager was Dan Johnson, former mayor of St. Petersburg Beach. The station originally operated from studio facilities located on the south side of Lakeland on South Florida Avenue. WTMV began incorporating general entertainment programming by 1988, following the move of its operations to Tampa. At the time, WTMV carried many network programs from ABC, NBC and CBS programs that the Tampa area's network affiliates (WTSP, channel 10, now with CBS; WFLA-TV channel 8; and WTVT channel 13, now with Fox) chose to preempt.

WMOR logo, used from 1998 to 2008.

After a brief period of broadcasting from the transmitter in Mulberry, WTMV relocated its studio operations to Tampa in the summer of 1988. The move brought WTMV to its present-day Hillsborough Avenue studios on Tampa's east side, a former headend office for Group W Cable's Hillsborough County system.

WMOR logo, used from 2008 to 2011.

WTMV became Tampa Bay's WB affiliate when that network launched on January 11, 1995, branding itself as "WB32". By that point, it ran cartoons (such as Scooby-Doo, Biker Mice from Mars, Captain Planet and the Planeteers, The Jetsons and The Flintstones), sitcoms (such as Doogie Howser, M.D., Blossom, The Wonder Years and Too Close for Comfort), talk shows (such as The Richard Bey Show), reality shows (such as Check It Out!) and movies. WTMV was sold to the Hearst Corporation in 1996,[1] with the station's callsign being changed to WWWB-TV (in reference to its affiliation with The WB) following the finalization of the purchase.

In January 1998, WWWB lost its WB affiliation to WTTA (channel 38), as a result of a larger nationwide deal between The WB and the Sinclair Broadcast Group's UPN affiliates and independent stations (Kansas City sister station KCWB also lost its WB affiliation to a Sinclair station, KSMO-TV, now owned by the Meredith Corporation). WWWB changed its call letters to WMOR-TV that year and rebranded itself as "More TV 32" – a moniker also adopted by its Kansas City sister (now known as KCWE). In August 2008, the "More TV 32" branding was dropped for the simplified "TV 32". On April 4, 2011, the station's on-air brand was changed to "MOR". To distance themselves from the earlier "More TV" branding, the station spells out "MOR", instead of saying it as a word; however, it's still inferred as "more", through its slogan, "Just Can't Get Enough".

On July 9, 2012, WMOR's parent company Hearst Television became involved in a dispute with Time Warner Cable and Bright House Networks, leading to WMOR being pulled from Bright House and temporarily replaced with HBO Family on the main WMOR channel and This TV, with InfoMás in Estrella TV's slot.[2] The substitutions lasted until July 19, 2012, when a new carriage deal was reached between Hearst and Time Warner Cable.[3][4]

Digital television[edit]

Digital channels[edit]

The station's digital signal is multiplexed:

Channel Video Aspect PSIP Short Name Programming[5]
32.1 1080i 16:9 WMOR-TV Main WMOR-TV programming
32.2 480i 4:3 This TV This TV
32.3 Estrell Estrella TV

This TV was added to digital subchannel 32.2 in March 2009. It was followed by the launch of Estrella TV in September 2009 on subchannel 32.3.[6]

Analog-to-digital conversion[edit]

WMOR-TV shut down its analog signal, over UHF channel 32, on June 12, 2009, the official date in which full-power television stations in the United States transitioned from analog to digital broadcasts under federal mandate. The station's digital signal remained on its pre-transition UHF channel 19,[7] using PSIP to display WMOR-TV's virtual channel as 32 on digital television receivers.

Programming[edit]

Syndicated programming seen on WMOR-TV includes 30 Rock, Leverage, Jerry Springer, The Office, Family Guy, The Big Bang Theory and The Steve Wilkos Show.

Sports programming[edit]

WWWB/WMOR was the original television broadcaster of the Tampa Bay Devil Rays when it began Major League Baseball play in 1998. Before that, as WTMV, it showed occasional telecasts of Toronto Blue Jays games, including Nolan Ryan's seventh career no-hitter in 1991, to accommodate the Tampa Bay area's unique population of Canadian snowbirds in the days before MLB Extra Innings and MLB.tv came to prominence.[8]

WMOR currently serves as the local over-the-air broadcaster of Monday Night Football games involving the Tampa Bay Buccaneers, airing simulcasts of ESPN-televised games (Hearst holds a 20% ownership stake in ESPN; the network's remaining ownership interest is held by The Walt Disney Company), and the company has right of first refusal for simulcasts of ESPN's NFL telecasts in a team's home market. WMOR, along with WFTS which airs the Buccaneers' preseason and Thursday Night Football games (the latter through the NFL Network), are the only Tampa Bay stations that air selected Buccaneers games without having weekly NFL coverage: the team's local preseason and NBC appearances air on WFLA-TV, their CBS appearances air on WTSP and their Fox appearances on WTVT.

Repeaters[edit]

Prior to the end of analog broadcasting for full-power stations in the United States, WMOR operated three repeaters in the Tampa Bay area. Its transmitter is located farther east than the other Tampa Bay stations because of Federal Communications Commission rules requiring a station's transmitter to be within 15 miles (24 km) of its city of license – in this case, Lakeland, which is 56 miles (90 km) east of St. Petersburg and 34 miles (55 km) east of Tampa. Hence, the repeaters were necessary to reach as much of the most-populated areas as possible. The station's former translators were:

City of license Callsign Channel
Port Richey W18DB 18
Sarasota W24AT 24
St. Petersburg WMOR-LP 63
Venice W56CN 56

The translators were shut down in June 2009, as WMOR's digital signal operates at a full million watts – equivalent to 5 million watts for an analog transmitter – and is more than sufficient to cover the entire market.

References[edit]

External links[edit]