|Wilmington, North Carolina|
|Branding||WWAY NewsChannel 3
Cape Fear CW (on DT2)
RTV Wilmington (on DT3)
|Slogan||Live. Local. Interactive.
TV Now (on DT2)
|Channels||Digital: 46 (UHF)
Virtual: 3 (PSIP)
3.2 The CW
|First air date||October 30, 1964|
|Call letters' meaning||Wilmington's World
|Former channel number(s)||3 (VHF analog, 1964-2008)|
|Former affiliations||local weather (on DT2)
RTV (on DT2, 2009-2013)
|Transmitter power||1,000 kW|
WWAY is the ABC-affiliated television station for North Carolina's Cape Fear region that is licensed to Wilmington. It broadcasts a high definition digital signal on UHF channel 46 (or virtual channel 3.1 via PSIP) from a transmitter in Town Creek Township. Owned by Morris Multimedia, WWAY has studios on North Front Street in downtown Wilmington next to Cape Fear Community College. Syndicated programming on WWAY includes Entertainment Tonight, omg! Insider, The Dr. Oz Show, and Judge Judy among others.
|Channel||PSIP short name||Video||Aspect||Programming|
|3.1||WWAY-HD||720p||16:9||Main WWAY programming / ABC|
|3.2||Cape Fear CW|
WWAY signed-on October 30, 1964 as the second television station in Wilmington, preceded by WECT (channel 6) by ten years. It was originally owned by Cape Fear Telecasting, a firm controlled by local interests. Logically, it should have signed on as a CBS affiliate. However, it has been an ABC affiliate from the very first day. This was somewhat unusual for a two-station market, especially one of Wilmington's size. For most of its first 20 years in television, ABC was relegated to secondary status on existing stations in most two-station markets. However, at the time channel 3 signed on, no ABC affiliate put even a grade B signal into Wilmington. In contrast, WBTW in Florence, South Carolina put a fairly strong grade B signal into the area. Cape Fear thus figured that if it signed with ABC, it would not get much local competition.
In 1968, Cape Fear sold WWAY to Clay Broadcasting (later to become Clay Communications). In 1987 Clay sold its broadcasting interests, including WWAY, to Price Communications, setting off a revolving door of owners over the course of the next two decades. In 1988, Price sold WWAY to Adams Television  who flipped the station to Hillside Broadcasting a few years later. Hillside then sold WWAY to Cosmos Broadcasting, a subsidiary of the Liberty Corporation, in 1999. That company sold off its insurance interests two years later bringing WWAY directly under the Liberty banner.
In 2005, Liberty merged with Raycom Media. That company already owned WECT and could not keep both stations due to Federal Communications Commission (FCC) duopoly rules that do not allow common ownership of two of the four largest stations in a single market. Raycom opted to keep the higher-rated WECT and spun-off WWAY to current owner Morris Multimedia in 2006. However, the station still retains its Liberty-era logo. On May 8, 2008, the FCC announced that Wilmington had been selected as a test market for the 2009 national digital television transition. Five stations in Wilmington, including WWAY, also agreed to voluntarily cease analog broadcasting on September 8. Channel 3 made its transition from analog to digital at Noon on that date. On June 15, WWAY started broadcasting the Retro Television Network on its second digital channel. This had previously served as a 24-hour local weather channel.
In North Carolina, WWAY is still carried in Rowland which is part of the Florence/Myrtle Beach/Lumberton market. Rowland and all of Robeson County used to be part of the Wilmington market and even earlier the Raleigh/Durham/Fayetteville DMA. Lumberton, the county seat of Robeson County, used to carry WWAY as well until around 1999. Jacksonville still carries WWAY even though it is part of the Greenville/Washington/New Bern market. In South Carolina, WWAY used to be carried in Myrtle Beach and Surfside Beach up until the late-1990s. It was carried along the South Carolina borderbelt communities near the North Carolina state line but no longer is. WWAY is not carried on satellite outside of the market in the Carolinas. In Brunswick County, the station is carried on ATMC channel 5. In September 2013, WWAY announced that it would add The CW on a digital subchannel; the channel, which is known as "Cape Fear CW", launched on September 30th, 2013.  This replaced cable-only WBW as the area's CW affiliate.
For its entire existence, WECT has held the number one spot in the Nielsen ratings by a wide margin. WWAY has long been in a distant second place behind the NBC outlet. Besides being the first station in Wilmington to sign-on and establish consistent viewership, WECT offers the most newscasts including throughout the weekend.
Low-powered CBS affiliate WILM-LD does not operate a news department of its own unlike most big three network-affiliated stations. It simulcasts some news shows from WRAL-TV in Raleigh with local weather inserts, taped in advance, that target the Wilmington area. From March 10, 2008 until February 27, 2009 through a news share agreement, WWAY did produce a live weeknight half-hour newscast at 7 on WILM that offered Wilmington-specific coverage.
On August 1, 2009, WWAY cancelled its newscast offerings on weekends which left WECT as the only source of news broadcasts during that time period. Although this station would eventually restore a Sunday night newscast at 11 to its lineup on October 3, 2010, WECT retains its dominance throughout all dayparts. Unlike most ABC outlets, WWAY does not air a full two hour weekday morning show; Good Morning Carolina is only seen from 6 until 7. It also does not offer a midday show during the week. At some point in 2014, WWAY will launch a new prime time newscast at 10 on WWAY-DT2. This effort would offer the first competition to the newscast airing at the same time on Fox affiliate WSFX-TV (whose news programming is produced by WECT).
- News Scope (1964–1971)
- Newswatch (1971–1977)
- Eyewitness News 3 (1978–1995)
- NewsChannel 3 (1995–2003)
- WWAY NewsChannel 3 (2003–present)
- "Your WWAY" (1980s)
- "Coverage You Can Count On" (1990s)
- "First, Live, and Local" (1990s-2000s)
- "Live. Local. Interactive." (2007–present)
- Ashley Jacobs - weekday mornings
- Randy Alridge - weekday mornings; also Your Hometown host and "Randy To The Rescue" segment producer
- Makenzi Henderson - weeknights; also reporter. 5pm, 5:30pm, 6:00pm and 11pm
- Daniel Seamans- Weeknights 5pm, 5:30pm, 6:00pm and 11pn
- Brandon Taylor - Sundays
- Grace Schwartz - Your Hometown host
StormTrack 3 Weather
- Jerry Jackson (AMS Seal of Approval) - Chief Meteorologist; weeknights
- Tim Buckley (CBM Seal of Approval) - meteorologist; weekday mornings
- Christina Anthony - meteorologist; Sundays and news reporter
- John Rendleman - Sports Director; weeknights at 6 and 11 (also news and sports reporter)
- Fifth Quarter and Full Court Press host
- Jesse Jones - sports reporter
- Buzz Peterson - The Buzz Peterson Show host
- Mike Vaccaro - The Buzz Peterson Show host
- Kevin Schneider - Full Court Press host
- Brett Blizzard - Full Court Press host
- Trot Nixon - Fifth Quarter host
- Kevin Wuzzardo - News Content Manager; also "The Rant" segment producer
- George Elliott - "Explore with George" segment producer
- Alicia Ross - "Kitchen Scoop" segment producer
- Alyssa Rosenberg
- Holden Kurwicki
- Sarah Murphy
- COMPANY NEWS; Clay-Price Pact On 4 TV Stations - New York Times
- COMPANY NEWS; BRIEFS - New York Times
- Company News; Liberty Subsidiary Buys Tv Station In \North Carolina - New York Times
- "WWAY launching over-the-air CW affiliate". Star-News Online. Retrieved 8 September 2013.