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WMBF-TV (channel 32) is a television station in Myrtle Beach, South Carolina, United States, serving as the NBC affiliate for the Grand Strand and Pee Dee regions of South Carolina. It is owned by Gray Media alongside low-power Telemundo affiliate WXIV-LD (channel 14). The two stations share studios on Frontage Road East (along US 17) in Myrtle Beach, as well as a secondary studio and news bureau on West Cheves Street in Florence; WMBF-TV's transmitter is located on Flossie Road in Bucksville, South Carolina.

Key Information

Among the youngest full-power major network affiliates in the United States, WMBF-TV began broadcasting in 2008 under Raycom Media, which had inherited the construction permit from Liberty Corporation. Its construction gave the region its first in-market NBC affiliate, replacing cable and over-the-air broadcasts of two co-owned stations in adjacent markets, and a third source of local news coverage. Due to technical restrictions, WMBF's over-the-air signal is not viewable in much of the market's inland portion, including Florence, the market's second-largest city; a network of five low-power translators extends WMBF's signal to much of this area for viewers without access to cable or satellite.

History

[edit]

In 1984, Moore Broadcast Industries petitioned the Federal Communications Commission (FCC) to add channel 32 to the table of allotments at Myrtle Beach, specifying the station had to be located 14 miles (23 km) southwest of town to protect two unused allotments in North Carolina, at High Point and Wilmington.[3] Moore filed for the channel alongside seven other groups, but only three were still in the running in November 1986, when the FCC gave the nod to Coastal Carolina Broadcasting Company, a group of residents of Conway.[4] Coastal Carolina's proposed station got a call sign, WCRD, but little else, being unable to secure financing.[5]

The channel assignment lay fallow with no activity until 1996, when the FCC opened a last-chance window for filings to build new TV stations before turning the channels over to possible use for digital television facilities. An application was made by Cosmos Broadcasting, the broadcasting subsidiary of the Liberty Corporation and owner of WIS in Columbia. The president of Cosmos told The Sun News that the odds were "fairly long" for Cosmos to actually be granted the channel.[6]

In October 2005, the FCC granted Liberty the permit. Two months earlier, though, Liberty had announced its sale to Raycom Media in a 15-station, $987 million transaction.[7] Under the radar, the deal included the construction permit for channel 32 in Myrtle Beach. The Liberty purchase by Raycom united WIS with WECT in Wilmington. These stations had, for decades, provided NBC service to northeastern South Carolina. WIS and WECT stations were on the Myrtle Beach cable system when it debuted in 1962;[8] said cable system was co-owned with WIS.[9] Beginning in 1995, WIS and Time Warner Cable had been engaged in a joint venture to produce a customized feed of the station for the market's inland portion, "WIS–Florence", complete with its own advertising sales staff.[10]

Facilities were approved in early 2007, and it was announced at that time that the station would replace WIS and WECT on regional cable systems.[1] Raycom selected a building formerly used by cell phone company SunCom on Frontage Road and began construction later that year.[11] For Raycom, the construction of WMBF served several goals. Because the digital television transition was looming—with the Wilmington stations, including WECT, part of a pilot switchover in September 2008—the Myrtle Beach station, built as a digital-only facility from the outset, would fill in gaps in coverage after WECT's analog signal shut down. It also would allow Raycom to sell advertising in the rapidly growing Grand Strand area for the first time and give NBC its first in-market affiliate for Florence and Myrtle Beach.[12]

The transmitter was turned on in late July 2008, and the station began programming at 11:59 p.m. on August 7, with NBC welcoming the station on-air the following day on Today, NBC Nightly News, and Late Night with Conan O'Brien. The sign-on of WMBF-TV occurred in time for the opening ceremony of the 2008 Summer Olympics. The construction of WMBF cost Raycom an estimated $10 million.[13]

Sale to Gray Television

[edit]

In June 2018, Atlanta-based Gray Television announced it had reached an agreement to merge with Raycom in a transaction valued at $3.6 billion.[14][15] The sale was approved on December 20 and completed on January 2, 2019.[16][17]

Newscasts

[edit]

As a new build, WMBF-TV went on the air with high-definition local newscasts from the outset, including live shots from the field. A number of its early personalities had roots in the area; general manager Ted Fortenberry said that it was important to "find people who know the lay of the land".[12] In the station's early years, managers elsewhere in the Raycom group were often instructed to seek advice from WMBF on technical issues related to HD news conversion.[18] WMBF was the first local station to launch weekend morning newscasts, doing so in the early 2010s.[19]

Technical information and subchannels

[edit]

The station's signal is multiplexed:

Subchannels of WMBF-TV[20]
Channel Res. Aspect Short name Programming
32.1 1080i 16:9 WMBFDT NBC
32.2 480i WMBFBNC Bounce TV
32.3 WMBFPSE Palmetto Sports & Entertainment
32.4 WMBFLAF Laff
32.5 WMBFGRT Grit
32.6 WMBFQST Quest
32.7 WMBFION Ion Plus

Translators

[edit]
Map all coordinates using OpenStreetMap Download coordinates as KML

The signal from WMBF's main transmitter, located on Flossie Road in Bucksville, South Carolina,[2] does not reach much of the market's inland portion, including its second-largest city, Florence. To make up for the shortfall in coverage, WMBF is relayed on four translators licensed to Florence—W06DK-D, W19FC-D, W24EX-D, and W35ED-D; all remap to virtual channel 32. These translators, particularly W35ED-D, serve the few viewers in the market's inland portion without access to cable or satellite.[21]

On January 3, 2022, Jeffrey Winemiller's Lowcountry 34 Media reached a deal to sell W19FC-D, W35ED-D, and 21 other low-power TV stations to Gray Television for $3.75 million.[22]

Translators of WMBF-TV
Call sign City of license Channel Facility ID ERP HAAT Transmitter coordinates
W06DK-D Florence, SC 6 185609 3 kW 110 m (361 ft) 34°16′18.0″N 79°43′33.0″W / 34.271667°N 79.725833°W / 34.271667; -79.725833 (W06DK-D)
W19FC-D 19 185607 15 kW 92 m (302 ft) 34°22′5.0″N 79°19′20.0″W / 34.368056°N 79.322222°W / 34.368056; -79.322222 (W19FC-D)
W24EX-D 24 182022 102 m (335 ft) 34°16′18.0″N 79°43′33.0″W / 34.271667°N 79.725833°W / 34.271667; -79.725833 (W24EX-D)
W25FQ-D 25 182020 22.3 m (73 ft) 34°10′51.0″N 79°23′51.0″W / 34.180833°N 79.397500°W / 34.180833; -79.397500 (W25FQ-D)
W35ED-D 35 185608 231 m (758 ft) 34°16′48.1″N 79°44′34.4″W / 34.280028°N 79.742889°W / 34.280028; -79.742889 (W35ED-D)
Map
  • Grade A signal contours for WMBF-TV and all associated translators. All broadcast on virtual channel 32.
    •   WMBF-TV main signal[21]
    •   Low-power translators

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

WMBF-TV

View on Grokipedia
from Grokipedia
WMBF-TV is an NBC-affiliated licensed to , , serving the Grand Strand and regions of northeastern as well as parts of southeastern . The station broadcasts on virtual channel 32 (UHF digital channel 33) from studios located on Frontage Road East along in Myrtle Beach, with a secondary news bureau in . Launched on August 8, 2008, WMBF-TV became the first full-power commercial television station based in Myrtle Beach, providing , , and programming to an area previously reliant on distant signals from , and for NBC content. Initially owned by of , the station was constructed as a state-of-the-art high-definition facility, debuting in time for coverage of the . In 2019, Gray Television, Inc. (now Gray Media), an Atlanta-based broadcaster and then the third-largest owner of local television stations in the United States, acquired WMBF-TV as part of its $3.65 billion merger with , which closed on January 2 after regulatory approval. As of 2025, WMBF-TV operates alongside low-power sister station WXIV-LD (channel 14), a affiliate, sharing resources and facilities under Gray Media's ownership of 180 stations across 113 markets. The station's programming emphasizes through WMBF News, Weather forecasts, and community coverage, including major events like hurricanes and developments in the coastal region.

Overview

Ownership and licensing

WMBF-TV is currently owned by Gray Television, LLC, which completed its acquisition of the station from , Inc. on January 2, 2019, as part of a larger merger valued at $3.65 billion. This transaction transferred ownership of WMBF-TV as part of Raycom's 146 stations to Gray, which, after required divestitures, expanded its portfolio to 142 stations across 92 markets. As of 2025, Gray owns or operates 180 stations across 113 markets. The station holds FCC facility ID 83969 and operates on 32 (physical channel 33). It is licensed to , with the license assigned to Gray Television Licensee, LLC, and expiring on December 1, 2028. Historically, the original construction permit for the station was awarded to Liberty Corporation in 2005. acquired the permit through its merger with Liberty, which was announced in August 2005 for $987 million and finalized on January 31, 2006, integrating Liberty's 15 television stations into 's holdings. The call letters WMBF reflect the station's dual-market service area encompassing and . constructed the facility at an estimated cost of $10 million before launching operations in 2008.

Affiliations

WMBF-TV has served as the affiliate for the Grand Strand and regions of since its sign-on on August 8, 2008, delivering the network's national news coverage via programs such as , primetime scripted series, and major sports events like and Olympic broadcasts. The station's digital signal operates multiple subchannels, each carrying a secondary affiliation to diversify its programming offerings. Channel 32.2 features Bounce TV, focusing on African American-oriented movies, sitcoms, and dramas; 32.3 airs Palmetto Sports & Entertainment, a Gray Media-owned network dedicated to regional sports events, high school athletics, and entertainment specials; 32.4 broadcasts Laff, a comedy network with classic sitcoms and stand-up specials; 32.5 carries Grit, specializing in Western films and action movies; 32.6 presents Quest, offering science, engineering, and adventure documentaries; and 32.7 simulcasts Ion Plus, providing lifestyle programming, inspirational content, and movies. WMBF-TV shares studio facilities in Myrtle Beach with low-power sister station WXIV-LD (channel 14), a affiliate operated by Gray Television, though the two maintain separate programming schedules without direct content integration. In addition to NBC's core lineup, WMBF-TV incorporates syndicated programming in daytime and late-night slots, including newsmagazines like and talk shows such as , with local news segments inserted during commercial breaks to provide region-specific updates. Ownership by Gray Television supports these multi-channel operations, allowing efficient distribution of both national and niche content across subchannels.

Facilities and coverage

Studios and bureaus

WMBF-TV's main studios are located at 918 Frontage Road East in , serving as the central hub for the station's news production, programming operations, and administrative functions. This facility enables the coordination of daily broadcasts, including live news segments and weather updates tailored to the Grand Strand region. To extend its reach into the area, WMBF-TV operates a secondary in , which supports dedicated reporter assignments and remote production for regional stories. This setup allows for timely on-site coverage of events in the Pee Dee communities, complementing the main studio's resources. The bureau facilitates the station's commitment to serving both the Grand Strand and areas with localized content. The Myrtle Beach studios are co-located with WXIV-LD, the local affiliate, under common ownership by Gray Television Licensee, LLC. This arrangement promotes efficient resource sharing, such as shared equipment and technical staff, while each station maintains distinct branding and programming schedules. Built as a state-of-the-art facility upon the station's launch in , the studios feature modern digital production capabilities designed for high-definition from . These include advanced control rooms and editing suites that support seamless HD content creation and transmission.

Transmitter and signal

The transmitter for WMBF-TV is situated on Flossie Road in Bucksville, , at coordinates 33°43′50.9″N 79°4′31.4″W. The station transmits with an (ERP) of 530 kW and a (HAAT) of 183 meters (600 feet). It operates on RF channel 32 and maps to 32.1 for its primary programming. WMBF-TV launched as a digital-only full-power station on August 8, 2008, with no prior analog operations. The primary over-the-air coverage extends along the Grand Strand coastal region, reaching approximately a 44-mile radius and serving an estimated population of 408,000 within its noise-limited contour, though signal strength diminishes inland due to varying terrain and obstructions. The main signal includes the primary feed on subchannel 32.1 along with additional digital subchannels 32.2 (), 32.3 (Palmetto Sports & Entertainment), 32.4 (Laff), 32.5 (Grit), 32.6 (Quest), and 32.7 ().

Translators

To extend WMBF-TV's over-the-air signal into inland portions of the Florence market, particularly the region where the primary coastal transmitter provides limited coverage, Gray Television operates four low-power digital translators in the Florence area. These stations the main WMBF-TV NBC programming on virtual channel 32.1 without originating additional local content. The translators were acquired by Gray Television as part of a larger $3.75 million deal for 25 low-power stations from Lowcountry 34 Media, LLC, announced in January 2022 and consummated later that year to consolidate and enhance coverage in key markets including .
Call SignPhysical ChannelCity of LicenseERP (kW)Facility ID
W06DK-D30Florence, SC3185609
W19FC-D19Florence, SC15185607
W24EX-D24Florence, SC15182022
W35ED-D35Florence, SC15185608
Each translator operates at an effective radiated power (ERP) below 15 kW, functioning solely as to improve accessibility for communities farther from the main Myrtle Beach facility.

History

Early development

The origins of WMBF-TV trace back to a 1996 application filed by Liberty Corporation with the (FCC) for a new full-power in the Myrtle Beach–Florence market, aimed at providing improved local service to the Grand Strand and regions of , which were underserved by existing broadcast options at the time. After nearly a of regulatory review, the FCC granted Liberty Corporation a construction permit for the station on channel 32 (digital) on October 18, 2005, in response to increasing demand for a dedicated affiliate in the market, where viewers previously relied on distant signals from , or . This permit authorized a facility, with no analog predecessor planned or required, reflecting the FCC's transition to . Pre-launch planning under Liberty's ownership focused on establishing to support high-definition digital operations, including the selection of a transmitter site on Flossie Road in Bucksville, , to optimize signal coverage across the market's coastal and inland areas. The project emphasized digital facilities from the outset, with an estimated construction budget of $10 million allocated by successor owner after acquiring the permit in 2006 as part of the merger closing on January 31. In the broader market context, WMBF-TV's development addressed a longstanding gap in local NBC programming for the Grand Strand and , where established stations like (ABC affiliate in ) dominated but left network coverage incomplete, prompting the need for a new entrant to enhance competition and local content delivery. The permit was subsequently transferred to as part of Liberty's merger assets, paving the way for construction to begin.

Launch and early operations

WMBF-TV signed on the air on August 8, 2008, aligning its debut with the opening ceremony of the in to capitalize on national viewership and introduce the station to the Grand Strand and regions. As the market's first affiliate, the station launched with a full slate of network programming alongside original local content, marking it as the first television outlet in the area to broadcast entirely in high definition from day one. The station's operations began with a newly constructed studio facility at 918 Frontage Road East in , designed as a state-of-the-art digital broadcast center under the direction of . Initial staffing efforts focused on assembling a team with regional ties, recruiting meteorologists, anchors, and reporters from nearby markets to ensure familiarity with coastal issues; for instance, chief meteorologist Jamie Arnold joined as the weekend forecaster, having grown up in the area. Evening anchor Michael Maely, who had prior experience in production and reporting, helped anchor the inaugural newscasts. Early programming emphasized live, local , with a particular priority on weather coverage through the WMBF Storm Team and stories pertinent to the coastal , such as tourism impacts and environmental concerns, to quickly build viewer loyalty in the underserved market. The station's primary digital signal provided robust coverage along the Grand Strand but faced initial limitations in reaching inland communities, a gap later mitigated by the addition of low-power translators like W06DK-D in Pageland. The call letters WMBF reflect the station's service to the Myrtle Beach-Florence area.

Sale to Gray Television

On June 25, 2018, Gray Television announced its agreement to acquire Raycom Media, Inc.—the owner of WMBF-TV since 2006—for $3.65 billion in a cash-and-stock transaction, positioning Gray as the third-largest owner of local television stations in the United States. The deal required regulatory approvals to address market overlap concerns, with the U.S. Department of Justice and Federal Communications Commission mandating the divestiture of nine stations in competing markets. The approved the merger on December 20, 2018, following reviews to ensure compliance with ownership limits. The transaction closed on January 2, 2019, integrating Raycom's 146 stations across 63 markets into Gray's portfolio, which then spanned 91 markets and reached about 24% of U.S. television households. The transition to Gray Television ownership occurred with minimal disruptions to WMBF-TV's operations, as existing Raycom executives were retained in key roles to maintain continuity and local focus. Gray's strategy emphasized enhancing digital subchannels and expanding signal reach, including through targeted acquisitions like the January 3, 2022, purchase of 25 low-power television stations and construction permits from Lowcountry 34 Media for $3.75 million, which included translators W19FC-D and W35ED-D in Florence to strengthen coverage in the Pee Dee region. This acquisition formed part of Gray's broader expansion into mid-sized markets, solidifying its presence in the Myrtle Beach–Florence designated market area while upholding WMBF-TV's NBC affiliation and dedication to community-oriented news programming.

Newscasts

History of news production

WMBF-TV's news department launched alongside the station's debut on August 8, 2008, immediately offering high-definition newscasts that marked it as the first in the Myrtle Beach market to broadcast in HD, a notable advancement for a new station in a region previously reliant on out-of-market affiliates. This setup utilized state-of-the-art electronic newsroom technology, enabling comprehensive coverage of local events from the to the Grand Strand, including weather and global stories, under the guidance of , the station's original owner. In the early 2010s, the news team expanded local programming with the "SC Weekend" lifestyle initiative, which showcased regional events, attractions, and coastal-specific updates delivered by dedicated meteorologists attuned to the region's hurricane and storm risks. The initial staff was assembled from regional broadcasters with ties to the Grand Strand area, including Michael Maely, who joined in May 2008, and first news director Matt Miller, fostering a community-focused approach. Raycom's investment in training during this period elevated WMBF's HD production standards, positioning it as a leader within the company's portfolio for innovative local . Key milestones included the expansion of investigative reporting, with in-depth coverage of high-profile cold cases such as the disappearances of Brittanee Drexel and Heather Elvis, alongside exposés on in Horry County, which enhanced the department's credibility. The team also built expertise in severe weather alerts, providing accurate, real-time updates during events like the 2009 Horry County wildfire and subsequent coastal storms, solidifying WMBF's reputation for reliable reporting across the Pee Dee and regions.

Current format and operations

WMBF-TV's local newscasts follow a structured schedule that includes weekday editions from early morning through late evening, as well as weekend programming, all broadcast in high definition—a capability established since the station's 2008 launch. Weekday newscasts air as WMBF News Today starting at 5:30 a.m. and extending through 7 a.m., followed by a noon edition, evening broadcasts at 5 p.m., 6 p.m., 7 p.m., and 11 p.m., with weekend editions typically at 6 a.m., noon, 6 p.m., and 11 p.m. These programs emphasize timely updates under the Weather branding, integrating alerts with general news segments. The production style of WMBF-TV's newscasts prioritizes multi-platform delivery to reach audiences across digital channels, with available on wmbfnews.com, the station's mobile app, YouTube, and platforms during all local broadcasts. Content focuses on , investigative reporting through WMBF Investigates, and coverage of regional issues such as coastal impacts and hurricane preparedness, reflecting the Grand Strand and Pee Dee's vulnerabilities to tropical . The core news team consists of anchors, reporters, and meteorologists primarily based at the Myrtle Beach studios, with additional support from the Florence bureau for Pee Dee coverage. As of November 2025, key anchors include Loren Korn for morning newscasts (following Derrion Henderson's departure in January 2025), Rachel Bogle and Eric Weisfeld for evenings; reporters such as Maddie Sexton (joined May 2025) contribute to field investigations; and meteorologists like Chief Meteorologist Jamie Arnold, weekend forecaster Jace Passmore (joined May 2025), Andrew Dockery, and Sean Bailey handle weather segments. Recent additions include reporters Sydney Ryan (joined August 2025) and Jenna Guzman (joined July 2025). Technical operations leverage digital studios equipped with the GrayONE package for enhanced visual storytelling, incorporating drone footage for aerial perspectives on coastal events and storms. The emphasis on 24/7 coverage via the system includes dedicated digital programming like the "Weather or Not" show, providing continuous updates on hurricane threats and coastal conditions.

References

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