WWAY Television: A History of Broadcasting in Wilmington
Launched in the mid-1960s, WWAY has served as a cornerstone of the Wilmington, North Carolina, media landscape. As the second television station to enter the market, it broke the existing broadcasting monopoly and established a unique identity as a primary ABC affiliate in a region where network availability was once limited.
The Early Years and Strategic Affiliation
WWAY signed on the air on October 30, 1964, approximately 10.5 years after the launch of WECT (channel 6). Originally owned by Cape Fear Telecasting, a firm controlled by local interests, the station began its operations on the 10th floor of the Murchison Building in downtown Wilmington.
At the time of its launch, the market dynamics were unusual. The primary NBC affiliate, WECT, had been incorporating programming from all three major networks. While it would have been logical for WWAY to become a CBS affiliate, it instead launched as an ABC affiliate. This was a strategic move by Cape Fear Telecasting; at the time, ABC was the smallest of the "Big Three" networks and often held secondary status in two-station markets. However, because no other ABC affiliate provided a strong signal to Wilmington, the owners believed this affiliation would minimize local competition.
Ownership Transitions and Infrastructure Challenges
The station underwent several ownership changes starting in 1968 when it was sold to Clay Broadcasting (later Clay Communications). In 1969, WWAY moved its studios to a new facility on Front Street, contributing to the redevelopment of downtown Wilmington's north end.
The station's infrastructure faced a major setback in 1981 when a military jet destroyed the WWAY broadcast tower near Winnabow. The facility was subsequently replaced with a tower reaching nearly 2,000 feet (610 meters) in height.
Between 1987 and 2006, WWAY passed through a series of owners, reflecting the broader consolidation of the American media industry:
- Price Communications Corporation: Purchased the station in 1987 for $60 million as part of a multi-station deal.
- Adams Communications: Acquired the station in 1988.
- CLG Media: Took ownership in 1993.
- Hillside Broadcasting: Acquired the station in 1995.
- Cosmos Broadcasting (Liberty Corporation): Purchased the station in 1999.
The Raycom Merger and Morris Multimedia Era
In 2005, Liberty merged with Raycom Media. Because Raycom already owned WECT, Federal Communications Commission (FCC) duopoly rules—which prevent a single company from owning two of the four largest stations in a single market—forced a divestiture. Raycom chose to keep WECT and sold WWAY to its current owner, Morris Multimedia, in 2006.
Wilmington later became a focal point for national technological shifts. On May 8, 2008, the FCC selected the city as a test market for the 2009 national digital television transition. WWAY was among five local stations that voluntarily ceased analog broadcasting on September 8, 2009, completing its transition to digital at noon that day.
Digital Expansion and Modern Facilities
WWAY expanded its reach through digital subchannels (secondary signals broadcast on the same frequency). In June 2015, the station began broadcasting the Retro Television Network on its second digital channel, which had previously functioned as a 24-hour local weather service.
In September 2013, the station launched "Cape Fear CW" on a digital subchannel. This landscape shifted again on January 1, 2017, when CBS moved its local affiliation to WWAY-DT2, displacing the CW affiliation to channel 3.3.
The station's physical footprint also evolved. In March 2017, Morris Multimedia purchased the former Thunder Alley bowling center in Leland. After extensive renovations to create state-of-the-art broadcast studios, WWAY officially began on-air programming from the Leland facility on April 29, 2018, ending its nearly 50-year tenure in downtown Wilmington.
Key Facts
- Launch Date: October 30, 1964.
- Primary Affiliation: ABC.
- Current Owner: Morris Multimedia (since 2006).
- Digital Transition: Ceased analog broadcasting on September 8, 2009.
- Current Location: Leland, North Carolina (since 2018).
- Tower Height: Nearly 2,000 feet (610 m).
| Period | Owner | Key Event/Affiliation |
|---|---|---|
| 1964–1968 | Cape Fear Telecasting | Station launch; ABC affiliation |
| 1968–1987 | Clay Broadcasting | Move to Front Street studios (1969) |
| 1987–1988 | Price Communications | Acquired for $60 million |
| 1988–1993 | Adams Communications | Ownership transition |
| 1993–1995 | CLG Media | Ownership transition |
| 1995–1999 | Hillside Broadcasting | Ownership transition |
| 1999–2006 | Liberty Corporation | Merged with Raycom (2005) |
| 2006–Present | Morris Multimedia | Move to Leland studios (2018) |
Frequently Asked Questions
Why did WWAY choose ABC as its affiliate in 1964?
Cape Fear Telecasting chose ABC because no other ABC affiliate provided a strong signal to the Wilmington area at the time. This allowed the station to avoid direct local competition from other ABC outlets.
What happened to the WWAY broadcast tower in 1981?
The tower near Winnabow was destroyed by a military jet. It was subsequently replaced with a new tower measuring nearly 2,000 feet tall.
Why couldn't Raycom Media keep both WWAY and WECT?
FCC duopoly rules prohibit a single company from owning two of the four largest stations in a single market. Since Wilmington only has four full-power stations, Raycom had to spin off WWAY to Morris Multimedia.
Where are the WWAY studios located now?
Since April 29, 2018, WWAY has operated from its state-of-the-art facilities at 1224 Magnolia Village Way in Leland, North Carolina.
Which networks are currently associated with WWAY's digital channels?
WWAY serves as an ABC affiliate on its main channel, with CBS broadcasting on WWAY-DT2 and The CW on channel 3.3.