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WLMT

WLMT, virtual channel 30 (UHF digital channel 31), is a television station licensed to Memphis, Tennessee, United States, serving as a primary affiliate of The CW network. The station is owned by TEGNA Inc. as part of a duopoly with ABC affiliate WATN-TV (channel 24); the two stations share studios at the Shelby Oaks Corporate Park on Shelby Oaks Drive in northeast Memphis and a transmitter located near Brunswick in northeast Shelby County. Founded as an , WLMT signed on the air as WMKW-TV on April 18, 1983, becoming the second UHF independent in the market after WPTY-TV (now WATN). It was initially owned by a consortium led by the and local investors, including founder , whose initials inspired the original call sign. In 1986, the station became Memphis's charter affiliate, a role it held until 1990 when Fox shifted to amid ownership changes. The call letters were changed to WLMT—standing for "We Love "—in 1990, and it reverted to independent status until affiliating with upon the network's 1995 launch. Ownership transitioned frequently in the and : TVX sold the station to MT Communications in 1990, which resold it to Max Media in 1992; Max Media then entered a with Communications (owner of WPTY) in 1993, and acquired WLMT outright in 2001, forming Memphis's first legal TV duopoly. divested its TV assets to Television in 2008, and sold WLMT—along with WPTY—to Nexstar Broadcasting Group in 2012 as part of a larger deal involving 22 stations. Nexstar rebranded WPTY as WATN in 2013 and operated the duopoly until selling both stations to TEGNA in 2019 for $740 million as part of divestitures related to its acquisition. Following and UPN's 2006 merger into , WLMT became a charter affiliate and added a secondary affiliation on its main channel, though programming has since been reduced. The station's subchannels include on 30.2 and on 30.3, with additional networks like GetTV and ShopLC. As of November 2025, TEGNA's ownership of WLMT and WATN is pending regulatory approval for a $6.2 billion acquisition by , announced in August 2025 and expected to close in the second half of 2026, which would consolidate three major stations (including Nexstar-owned ) under one owner.

History

Launch as WMKW-TV under TVX Broadcast Group

WMKW-TV signed on the air as channel 30 on April 18, 1983, founded by the in partnership with local investors as the second in the market. The station targeted the underserved UHF segment of the Memphis television landscape, which was dominated by established VHF affiliates. Initial operations were based out of studios at 2876 Director’s Row in an . As an outlet, WMKW-TV focused on a general schedule designed to appeal to a broad , emphasizing , classic sitcoms, and local sports coverage, including games from the Memphis Chicks team. This programming mix provided an alternative to the network-dominated content of competitors like WMC-TV ( affiliate on channel 5) and WHBQ-TV ( affiliate on channel 13), helping to fill gaps in the local market for off-network reruns and feature films during evenings and weekends. On October 9, 1986, WMKW-TV became Memphis's inaugural affiliate as part of a groupwide deal involving TVX's s, marking the network's launch in the market. The affiliation brought prime-time series, football broadcasts, and other sports events to the station, boosting its visibility until the partnership ended in 1990 amid shifting network strategies. TVX's rapid expansion in the mid-1980s, including the 1987 acquisition of stations from , led to mounting financial pressures by , exacerbated by a softening market and high debt levels totaling around $30 million in obligations. Intense competition from the entrenched VHF outlets further strained operations, prompting TVX to prepare for divestitures of smaller-market properties like WMKW-TV to alleviate its fiscal burdens. Throughout the 1980s under TVX ownership, WMKW-TV built its local presence by hiring Memphis-based on-air personalities for , , and promotional segments, while participating in community events such as drives and announcements to foster viewer engagement.

MT Communications ownership and call sign change

In March 1989, TVX Broadcast Group announced the sale of WMKW-TV to MT Communications, a company owned by Michael Thompson, for $7 million—a price lower than initial expectations due to the station's performance as a Fox affiliate. The transaction was part of TVX's strategy to divest smaller-market properties amid financial pressures. The station briefly used the call sign WUMT starting October 4, 1989, before changing to WLMT on April 2, 1990, with the new letters standing for "We Love ." The rebranding marked a shift back to status after the Fox affiliation ended in early 1990, when the network moved to the higher-rated WPTY-TV (channel 24). Under MT Communications, WLMT focused on general programming, including classic reruns, local movies, and children's shows to appeal to family audiences in the Memphis market. Local management emphasized through expanded news inserts from partner stations and sponsorship of events, helping to stabilize finances under Thompson's leadership. In the early 1990s, the station explored affiliation opportunities, including brief discussions with the emerging WB Television Network that ultimately did not materialize. By 1993, MT Communications announced a with Communications, allowing the latter to handle programming and sales operations while deferring full control details to subsequent developments.

Max Media acquisition, Clear Channel LMA, and UPN affiliation

In 1992, Max Media acquired WLMT from MT Communications, marking a significant ownership change for the independent station in the market. Shortly thereafter, in 1993, Communications, owner of Fox affiliate WPTY-TV (channel 24), entered into a (LMA) with WLMT, allowing for shared operations, sales, and promotional support between the two stations. This arrangement enabled resource pooling, including joint advertising sales and cross-promotions leveraging 's extensive radio holdings in the region, which enhanced operational efficiency during the mid-1990s. On January 16, 1995, WLMT became a affiliate of the , aligning with Clear Channel's strategy to secure network programming for its managed properties. As a UPN outlet, the station aired the network's primetime lineup, including shows such as and , which helped solidify its position in the market's emerging secondary network landscape. The LMA facilitated integrated programming and revenue-sharing models, with WLMT benefiting from WPTY's infrastructure while maintaining separate licenses. In 2001, completed its full acquisition of WLMT from Max Media, formalizing the duopoly and ending the LMA structure by bringing channel 30 under direct ownership alongside WPTY (which became an affiliate in 1995). This shift occurred amid 's ongoing operations, as the network approached its dissolution in September 2006, prompting early discussions on affiliation adjustments within the Clear Channel portfolio.

Newport Television ownership and transition to The CW

In April 2007, Communications agreed to sell its portfolio of 56 television stations, including WLMT, to Newport Television, a formed by Partners, for approximately $1.2 billion. The transaction, which faced regulatory scrutiny and required divestitures in several markets to comply with FCC ownership rules, was completed in March 2008 after adjustments to the purchase price amid market conditions. Under Newport's ownership, WLMT continued as a key asset in the market, benefiting from the company's focus on operational efficiencies across its stations. Although the switch occurred prior to the acquisition, WLMT's transition to The CW affiliation on September 18, 2006, marked a significant shift following the merger of UPN and The WB networks. The station adopted the new network's lineup, featuring popular programs such as America's Next Top Model and Smallville, which helped maintain viewer engagement in a competitive landscape dominated by established Big Four affiliates. This affiliation solidified WLMT's role as Memphis's primary outlet for youth-oriented primetime content, with the network's launch drawing an initial audience that contributed to the station's stability during the early Newport era. WLMT initially carried MyNetworkTV programming as a secondary affiliation on its main channel starting September 2006, before moving it to digital subchannel 30.2 in October 2010. In September 2009, Newport added a MyNetworkTV affiliation to WLMT's digital subchannel DT2, launching on September 28 and airing syndicated fare including reruns of Desperate Housewives. This multicast expansion allowed the station to diversify its programming and capture additional viewership through secondary content, a strategy increasingly adopted by broadcasters to leverage digital spectrum. The subchannel operated until 2016, when MyNetworkTV programming was relocated. Newport invested in technical improvements during this period, including high-definition upgrades to production facilities at select stations, which enhanced WLMT's broadcast quality and supported digital transition efforts. These enhancements, part of a broader 2010 initiative affecting 14 markets, included studio and field equipment modernizations to align with the FCC's full-power rollout completed in 2009. However, the ownership faced market headwinds, particularly during the 2008 recession, which led to a sharp decline in local advertising revenue across the television industry and strained operations in mid-sized markets like . Competition from cable providers further pressured over-the-air viewership, prompting to emphasize cost controls and affiliate synergies through 2012.

Nexstar Broadcasting Group era

In December 2012, Nexstar Broadcasting Group completed its acquisition of WLMT and sister station WPTY from Newport Television as part of a broader $285.5 million cash transaction involving 12 stations across eight markets. This move expanded Nexstar's footprint in the Mid-South region, enabling operational efficiencies with the company's existing Fox affiliate WJKT in nearby Jackson, Tennessee. Under Nexstar's ownership, WLMT solidified its role as the exclusive affiliate for the market, serving a designated market area ranked 51st nationally. In December 2015, Nexstar secured a long-term affiliation renewal with Network for 41 stations, including WLMT, ensuring continued access to the network's primetime lineup of dramas, comedies, and sports programming. To enhance local engagement, Nexstar invested in original content, such as community-focused specials highlighting culture and events, complementing the station's syndicated offerings like block and weekend sports coverage. In May 2013, Nexstar relocated WLMT's operations—along with those of WPTY and WJKT—to a new 27,000-square-foot high-definition facility on the northeast side of , a converted former call center upgraded at a cost of $5 million. The state-of-the-art studios supported expanded local programming, including refreshed news inserts and promotional segments tailored to audience. This improved capabilities and market positioning, allowing WLMT to deliver enhanced visuals and faster turnaround for affiliate-mandated content. Nexstar emphasized digital growth during this era to adapt to evolving viewer habits. In April 2014, the company acquired Internet Broadcasting Systems for $20 million, integrating advanced website management and mobile platforms across its stations, including WLMT. This enabled the launch of updated online portals offering on-demand access to CW episodes, live streaming of select local events, and interactive features like weather apps and community calendars. channels were bolstered for audience interaction, with WLMT promoting station content via platforms such as and to build a digitally engaged viewership. As cord-cutting accelerated in the mid-2010s, Nexstar prioritized over-the-air accessibility for WLMT, aligning with national trends where OTA households grew by 3-4% annually through 2017 amid declining cable subscriptions. The station's strong signal coverage across the Memphis DMA supported this shift, emphasizing free broadcast delivery to retain younger demographics drawn to The CW's youth-oriented programming. By 2019, Nexstar prepared to divest WLMT and WATN-TV (formerly WPTY) as part of regulatory approvals for its $6.4 billion acquisition of Tribune Media, which brought CBS affiliate WREG-TV into the Memphis portfolio and would otherwise exceed FCC ownership limits. This divestiture, announced in March 2019, reflected strategic adjustments following the FCC's 2017 reinstatement of the UHF discount, which had facilitated larger mergers but necessitated asset sales in overlapping markets like Memphis to maintain compliance.

TEGNA acquisition and duopoly operations

In September 2019, completed its acquisition of WLMT from as part of a $740 million cash purchase of 11 television stations across eight markets, including the CW affiliate WLMT and co-owned ABC affiliate in . This transaction, which built on Nexstar's 2012 acquisition of the Memphis duopoly from Television, enabled TEGNA to operate WLMT and WATN-TV as a strengthened duopoly in the 51st-ranked market. The duopoly consolidated operations at shared studios located at the Shelby Oaks Corporate Park on Shelby Oaks Drive in northeast Memphis, facilitating integrated production and administrative functions. Under TEGNA ownership, WLMT and WATN-TV have expanded shared services, including unified sales teams for advertising and joint promotional efforts that enhance cross-platform content distribution across broadcast, digital, and mobile outlets. These efficiencies have supported robust local programming and advertising opportunities, leveraging the stations' complementary network affiliations to serve a broad audience in the Mid-South region. Recent developments under the duopoly include active community engagement, such as comprehensive election coverage partnerships in 2024, where ABC24 () and CW30 () provided live results reporting, voter reaction segments, and analysis of local races including Shelby County referendums on and city . TEGNA has also integrated WLMT content into its Premion over-the-top () advertising platform, enabling targeted streaming ads alongside the station's programming to reach viewers and expand revenue streams beyond traditional broadcast. As of November 2025, WLMT remains a stable CW affiliate with no major affiliation shifts, continuing duopoly operations amid TEGNA's broader portfolio adjustments, including a pending $6.2 billion acquisition by announced in August 2025 and expected to close in 2026—though no divestitures specific to the stations have been proposed. This structure positions the duopoly for ongoing local service while adapting to industry consolidation and digital transitions.

Programming and affiliations

Network affiliations over time

WLMT signed on the air as an on April 18, 1983, under the call sign WMKW-TV, serving as the second independent outlet in the market after WPTY-TV. During this initial period from 1983 to 1986, the station filled its schedule primarily with off-network syndicated programming to address content gaps typical of independents in smaller markets. WMKW-TV became the original affiliate for upon the network's launch on October 9, 1986, airing the network's primetime lineup including the debut of "" on December 17, 1989. This affiliation lasted until July 1, 1990, when shifted to WPTY-TV due to the latter's stronger ratings potential, returning WLMT (which adopted its current in 1990) to independent status from 1990 to 1995, again relying on syndicated fare for much of its programming. WLMT became a charter affiliate of the upon its launch on January 16, 1995, carrying the full slate of UPN programming through its run until 2006, including long-running series like from 1999 to 2005. The affiliation provided a mix of original comedies and dramas, aligning with UPN's strategy to target urban audiences in mid-sized markets like . In 2006, following the merger of UPN and into —aimed at consolidating resources and strengthening viability for smaller networks—WLMT transitioned to become a CW affiliate, continuing to air its primetime and weekend lineup. Since adopting in 2006, WLMT has maintained that primary affiliation through the present day. WLMT added a secondary affiliation in 2009, carrying select programming including until 2010. As of 2025, it maintains affiliations with both and .

Syndicated and local content

WLMT's syndicated programming has evolved significantly since its early years as an , reflecting shifts in popular off-network content and daytime talk formats. In the late 1980s and 1990s, the station emphasized classic sitcom reruns, including daily strips of , which aired in late afternoons to appeal to family audiences in the market. By the 2000s and 2010s, under its and later CW affiliations, WLMT incorporated high-rated court shows into its weekday lineup, with becoming a cornerstone of daytime programming, often broadcast multiple times daily to capture household viewers. As of 2025, WLMT's syndicated slate prioritizes modern sitcom reruns and reality fare in non-primetime slots, complementing CW network content. Reruns of serve as a staple, typically airing in evenings before or after network shows, maintaining strong viewership among younger demographics in the duopoly with . Daytime continues to feature court programs like , alongside lifestyle and talk shows, ensuring a mix of entertainment that fills gaps in the CW schedule. Beyond core , WLMT fulfills FCC requirements for educational/informational (E/I) content through dedicated children's programming blocks on weekends, typically three hours weekly. These blocks include age-appropriate shows designed to educate young viewers, helping the station comply with children's television regulations while providing family-oriented content outside network hours. Local content on WLMT has historically been limited compared to its syndicated offerings, focusing on community-oriented segments rather than full original series. In the , the station produced occasional variety-style programming tied to events, though such efforts diminished with affiliation changes. Today, public affairs elements, such as brief community spotlights during local inserts, highlight regional issues and nonprofits, integrated sparingly into the schedule to engage viewers without overlapping duopoly operations.

Shared programming with WATN-TV

Since the formation of the duopoly between WLMT and under TEGNA ownership in 2019, the stations have collaborated on various non-news programming initiatives to leverage shared studios at the Shelby Oaks Corporate Park in . The stations have also cross-promoted special events to broaden audience reach. Digital content sharing has further integrated their offerings via TEGNA's Premion app and website, where WLMT's CW-affiliated episodes—such as reruns of popular syndicated series—are bundled with 's news clips and highlights, allowing users to access a unified stream of local and network content without separate logins. This approach has facilitated seamless cross-promotion and increased engagement among cord-cutters in the DMA. The duopoly structure has notably boosted advertising efficiency, with bundled sales packages combining ad inventory from both stations.

Newscasts

Debut and early development

WLMT initiated its news programming with the debut of News Watch 30 on December 1, 1995, a half-hour newscast airing at 9 p.m. as part of its new affiliation. The program was produced by the station's in-house team and aimed to compete directly with established evening news on rivals like . Anchored by Robb Harleston and Ken Houston in its early years, the show focused on local stories, later incorporating format shifts such as investigative reports on city crime. By 1998, the newscast had added dedicated weather and sports segments led by figures like sports anchor Greg Gaston. The program maintained its standalone structure through the 2000s, even after the station's transition to The CW affiliation in 2006.

Expansion under duopoly partnership

Following TEGNA's acquisition of WLMT in September 2019, the station's news operations were fully integrated with those of co-owned ABC affiliate WATN-TV, establishing a duopoly partnership that enabled shared newsroom resources and collaborative programming. This integration expanded the evening lineup to a dedicated 9:00 p.m. to 10:00 p.m. newscast produced by the combined team, branded as CW30 News Right Now. Reporters, producers, and meteorologists contribute to content across both stations, enhancing efficiency and coverage depth. As of November 2025, the duopoly's news lineup features prominent anchors such as Pepper Baker for evening broadcasts and Ruben Diaz for mornings, alongside specialized segments on local politics, community events, and investigative reporting. Technological advancements have further bolstered the partnership's capabilities, including the routine incorporation of footage for dynamic visuals during breaking stories and events, as well as the launch of a in 2020 enabling and interactive alerts for on-the-go viewers.

Technical information

Subchannels and multicast programming

WLMT's digital signal is transmitted on UHF channel 31 and is multiplexed into several subchannels, enabling a range of programming alongside its primary CW affiliation. The main channel, 30.1, has served as the Memphis outlet for since the network's inception in September 2006, initially in standard definition before upgrading to high-definition resolution. The station's second subchannel, 30.2, debuted multicast programming with in September 2009, airing the network's scripted primetime series from 8:00 to 10:00 p.m. weekdays until the service's wind-down in September 2016, after which it briefly carried residual content before transitioning to other formats. From late 2016 to early 2020, 30.2 affiliated with , delivering classic sitcoms and dramas from the 1950s through 1990s. Since at least 2019, the subchannel has carried , featuring classic television programming. As of November 2025, WLMT's subchannels are: A third subchannel, 30.3, operated from March 2012 to December 2015, broadcasting the Justice Network with a focus on documentaries, courtroom dramas, and investigative series such as and , providing 24-hour content tailored to legal and procedural genres before the affiliation ended amid network restructuring. It has since carried various affiliations, including as of 2025. Subchannel bandwidth is allocated to prioritize the main channel's HD feed at 720p with a typical video bitrate of 12-15 Mbps, while secondary subchannels operate in 480i standard definition at 1.5-3 Mbps per stream, ensuring efficient use of the 19.39 Mbps total digital transport capacity for simultaneous multicast delivery without compromising overall signal integrity.

Analog-to-digital conversion

WLMT began its analog-to-digital conversion process in compliance with the Federal Communications Commission's (FCC) phased rollout of digital television broadcasting, mandated by the Telecommunications Act of 1996. As part of this initiative, the station initiated early digital tests on UHF channel 31 starting May 1, 2002, operating with a low-power signal of 100 kW to demonstrate digital capabilities while continuing analog broadcasts on channel 30. This initial phase allowed WLMT to meet FCC construction deadlines for digital facilities, enabling gradual viewer familiarization with the new technology amid ongoing analog service. The full transition accelerated following the national DTV deadline, originally set for February 17, 2009, but delayed by to June 12, 2009, due to concerns over consumer readiness. WLMT adhered to the original schedule by shutting down its on channel 30 at 12:00 p.m. on February 17, 2009, making it one of approximately 400 s nationwide—and the only one in —to complete the switch early. Following the shutdown, the station provided a two-week analog nightlight service, broadcasting announcements about the transition to assist viewers in adapting, in line with the FCC's Short-term Analog Flash and Emergency Readiness (SAFER) Act. WLMT's full-power digital signal at 1000 kW () on 31 was licensed in 2009, completing the requirements and significantly expanding coverage across the Memphis market. This upgrade enhanced signal reliability and enabled high-definition programming, aligning with the FCC's goal of spectrum efficiency. The transition impacted over-the-air viewers reliant on analog sets, prompting the () to distribute approximately 10,000 box vouchers in the Memphis () to subsidize $40 per eligible household for adapter purchases. These measures ensured minimal disruption, with the station's now supporting multiple subchannels for broader .

Transmitter facilities and signal coverage

WLMT's transmitter facilities are situated near Brunswick, Tennessee, at coordinates 35°16′33″N 89°46′38″W. The tower stands at a height of approximately 356 meters above ground level (AGL), with 340 meters above average terrain (HAAT), enabling effective broadcast over the region. The station operates with an (ERP) of 1000 kW on its digital channel 31, which maps to 30. This configuration allows WLMT to reach approximately 80% of the Memphis designated market area (DMA), encompassing key urban centers in as well as adjacent areas in and . Signal strength is robust in core and Shelby County, with reliable reception extending to surrounding counties like and Fayette in . Coverage maps indicate strong signal propagation within the primary viewing area, though fringe reception occurs in peripheral zones such as , where terrain variations and distance from the transmitter may require enhanced antennas for optimal viewing. The digital transition was completed in , solidifying the current broadcast parameters.

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