|Wilmington, North Carolina
|Branding||WWAY 3 (general)
WWAY News (newscasts)
WWAY ABC (on DT1)
WWAY CBS (on DT2)
Cape Fear CW (on DT3)
|Slogan||This is the Place
Dare to Defy (on DT3)
|Channels||Digital: 46 (UHF)
(to move to 24 (UHF))
Virtual: 3 (PSIP)
|First air date||October 30, 1964|
|Call letters' meaning||Wonderful Watching All Year, could also be based on the English word "way"|
|Former channel number(s)||3 (VHF analog, 1964–2008)|
|Transmitter power||1,000 kW|
|Height||590 m (1,936 ft)|
|Public license information:||Profile
WWAY is an ABC/CBS/CW-affiliated television station licensed to Wilmington, North Carolina, United States and serving the Cape Fear region. It broadcasts a high definition digital signal on UHF channel 46 (or virtual channel 3 via PSIP) from a transmitter, west of Winnabow, in Town Creek Township. Owned by Morris Multimedia, the station has studios on North Front Street in downtown Wilmington next to Cape Fear Community College. On cable, the station is carried on Charter Spectrum channel 10.
WWAY signed-on October 30, 1964 as the second television station in Wilmington, 10½ years after NBC affiliate WECT (channel 6). 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 in 1995. 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, which already owned WECT. That company could not keep both stations as Federal Communications Commission (FCC) duopoly rules do not allow common ownership of two of the four largest stations in a single market. As a result, Raycom opted to keep the higher-rated WECT and spun off WWAY to current owner Morris Multimedia in 2006. However, the station retained the Liberty-era logo that was introduced in 2003. 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 September 2013, WWAY announced that it would add The CW on a digital subchannel. The new channel launched on September 30, 2013 under the branding "Cape Fear CW". The addition of The CW pushed RTV to channel 3.3, before Cozi TV took over the tertiary frequency in January 2015. On March 30, 2016, CBS announced that it would move its local affiliation to WWAY-DT2 from WILM-LD on January 1, 2017. The move shifted Cape Fear CW to 3.3, thereby bumping Cozi TV from that spot.
|Channel||Video||Aspect||PSIP short name||Programming |
|3.1||720p||16:9||WWAYABC||Main WWAY programming / ABC|
|3.2||1080i||WWAYCBS||WWAY-DT2 / CBS|
|3.3||480i||WWAY-CW||Cape Fear CW|
After CBS moved to WWAY-DT2 from WILM-LD (which became an independent station), the multiplex bandwidth was switched around so that the main ABC signal continued to be carried in 720p,  resolution. Due to this, WWAY-DT3's high definition signal is now exclusive to cable.
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.
Rival WECT has been the longtime market leader in terms of attaining consistent viewership and higher Nielsen ratings. WWAY is the only other Wilmington station that produces local news since WILM-LD did not operate a news department of its own while it was affiliated with CBS (unlike most big three network-affiliated television stations). However, that outlet does simulcast some newscasts from WRAL-TV in Raleigh with Wilmington-specific weather inserts (that are taped in advance), but there is no news coverage of the Cape Fear region. In order to provide WILM with more localized coverage, a news share agreement was established with WWAY allowing this ABC outlet to produce a live newscast weeknights at 7. This half-hour production aired from March 10, 2008 until February 27, 2009.
On August 1, 2009, WWAY stopped airing weekend newscasts leaving WECT as the only option for viewers. Although it would eventually bring back a Sunday night show at 11 on October 3, 2010, WECT retained its ratings and viewership dominance throughout all dayparts. On January 6, 2014, WWAY launched a thirty-minute weeknight newscast on WWAY-DT2 under the title Cape Fear CW Primetime News at 10. This is the first competition to Fox affiliate WSFX-TV which has a well-established nightly newscast at 10 produced by WECT. Unlike most ABC outlets, WWAY does not air a full two-hour weekday morning show (its Good Morning Carolina program is only seen from 5:30 until 7). It also does not carry a 4 p.m. newscast during the week.
On January 2, 2017, WWAY began producing a midday newscast and a full-hour 7 p.m. newscast for WWAY-DT2, when the subchannel became a CBS affiliate. The 10pm newscast currently on WWAY-DT2 moved with the rest of the CW Plus schedule to WWAY-DT3. In addition, WWAY-DT2 simulcasts all of the main WWAY subchannel's other newscasts.
Notable current on–air staff
- 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.
- Holloway, Daniel. "CBS to Make North Carolina Affiliate Change". Variety.
- "WWAY purchases property in Leland for new home for TV station". WWAY. 1 March 2017. Retrieved 12 March 2017.
- A Wilmington update between WWAY and WILM.
Media related to WWAY at Wikimedia Commons