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WXXV-TV
WXXV-TV
WXXV-TV
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WXXV-TV (channel 25) is a television station licensed to Gulfport, Mississippi, United States, serving the Mississippi Gulf Coast as an affiliate of Fox, MyNetworkTV, NBC and The CW Plus. The station is owned by Morris Multimedia, and maintains studios on US 49 in Lyman (with a Gulfport mailing address); its transmitter is located on Wire Road East in unincorporated Stone County, northeast of McHenry.

Key Information

Channel 25 began broadcasting in February 1987 as the second local station on the Mississippi Gulf Coast. It affiliated with Fox two months after signing on the air. After an early history that was financially turbulent, including a bankruptcy filing in order to stave off a public auction, the station stabilized under owners Prime Cities Broadcasting in the 1990s. Morris acquired WXXV in 1997 and debuted its first local newscast, which ran from 1999 to 2001 before being shelved for economic reasons. In the digital era, WXXV has used digital subchannels to add NBC and The CW to its lineup. As part of the addition of NBC, in 2013, the station returned to producing local newscasts and has expanded to provide full-day coverage on the Fox and NBC channels.

History

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Construction and early years

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In July 1982, the Federal Communications Commission (FCC) received three applications for channel 25 on the Mississippi Gulf Coast, all seeking to build the area's second local station (after ABC affiliate WLOX). The firms were Payvision Communications of Knoxville, Tennessee; Hightower Communications, owner of WPMI-TV in Mobile, Alabama; and Four-O Inc. of Brandon, Mississippi.[2] Four-O won the permit and selected the call sign WXXV, but it had yet to choose by September 1983 whether channel 25 would be a network affiliate or an independent station.[3] It elected to run the station as an independent outlet, and construction was under way on the station's studios in Lyman by March 1986.[4] Work on the tower at McHenry was considerably delayed, and station officials repeatedly pushed back WXXV's projected sign-on.[5]

WXXV-TV made its first broadcast on February 8, 1987; owing to technical difficulties on start-up, it then left the air and began full-time broadcasting on February 14.[6][7] Its programs included brief local news updates, live sports, and other syndicated shows,[8] which were broadcast as far north as Hattiesburg.[9] In April, channel 25 joined the Fox network, picking up its weekend prime time and late-night programming.[10]

Financial difficulties and Prime Cities ownership

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Within months of signing on, the station encountered financial difficulties. In the construction process, Four-O had become the managing general partner in the station's licensee, Gulf Coast Television. The station sought new limited partners, only to put the round on hold; it owed money to several large creditors, most notably AmSouth Bank of Birmingham, Alabama.[11] During this time, in January 1988, WXXV debuted a call-in public affairs program, 25 Live.[12]

AmSouth moved to put WXXV-TV up for public auction in September 1988, with the station having fallen several months behind on its loan repayments.[13] Days before the auction was to take place, Gulf Coast Television preempted the action by filing for Chapter 11 bankruptcy protection.[14] A year later, the bankruptcy case was resolved in a settlement that transferred the station to AmSouth.[15] The new management grappled with WXXV's prior reputation as a station that did not pay its bills; to earn the trust of syndicators and other vendors, the station paid them early.[16]

The bank, through its realty division, put channel 25 on the market a year later;[17] it was acquired by Prime Cities Broadcasting, a partnership of Dick Shively and Jim Tupper. Shively had been serving as consultant to WXXV since AmSouth took control.[18] Under Prime Cities ownership, WXXV-TV began airing the ABC drama series NYPD Blue; WLOX, along with all other ABC affiliates in Mississippi, refused to air it when it debuted in 1993, and channel 25 picked it up beginning with the second season.[19]

Morris ownership and digital expansion

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By 1996, Prime Cities was shopping WXXV to potential buyers,[20] including the owners of WWTV and WWUP in northern Michigan.[21] Prime Cities announced the sale of WXXV to Morris Network for $17.5 million in February 1997, with the new owners taking over in June.[22][23] In the 2000s, WXXV switched from analog to digital broadcasting, launching its digital signal before going digital-only on February 17, 2009.[24]

Morris announced in March 2012 that it would add NBC to a subchannel of WXXV, displacing MyNetworkTV, that July; in addition, it would expand the studios in Lyman and start a news operation to support the Fox and NBC channels.[25] The move coincided with WLOX, its competitor with an 80 percent share of market revenue,[25] adding a CBS subchannel, giving the four major networks in-market affiliates on the Mississippi Gulf Coast.[26] On January 1, 2015, WXXV added a subchannel for The CW, replacing MyNetworkTV, which began running during late nights on WXXV–Fox.[27]

News operation

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Channel 25 picked up its first long-form local news program when the station began airing Mississippi News Tonight, a 9 p.m. newscast produced in Jackson, in January 1992. Mississippi News Tonight was produced by Love Communications, a venture from the same family as the then-owners of WLOX, Love Broadcasting.[28] The program only aired for three months on WXXV before being canceled altogether on April 4.[29]

While station management considered producing full-length local news to debut sometime in 1993 or early 1994 following the discontinuation of MNT,[16] general manager Bill Ritchie opted against expanding beyond news breaks because of the management hassle and expense the endeavor would incur.[23] Morris demonstrated more interest in producing a newscast and launched Fox 25 News at Nine in March 1999.[30] The news department was not an economic success and was discontinued on January 6, 2001, for financial reasons.[31]

After obtaining the NBC affiliation, Morris announced its plans to expand the Lyman studios to support a news operation. On September 30, 2013, the newscasts launched on the Fox and NBC subchannels; the station hired 15 personnel to staff the startup operation.[25][32] The original newscast lineup included 9 p.m. news on WXXV–Fox and 5:30 and 10 p.m. newscasts on WXXV–NBC, both only airing on weeknights.[33] In 2015, the news lineup was expanded with a morning newscast, initially airing for two hours total across the NBC and Fox channels, and Sunday night newscasts.[34] Since then, the station has added noon (on NBC, in 2016)[35] and 5 p.m. (on Fox, in 2017) newscasts; it also extended its morning news to four hours and its 9 p.m. news to a full hour.[36][37] The 5:30 p.m. newscast moved to 6 p.m. in 2023.[38]

Subchannels

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WXXV-TV's transmitter is located on Wire Road East in unincorporated Stone County, northeast of McHenry.[1] The station's signal is multiplexed:

Subchannels of WXXV-TV[39]
Channel Res. Aspect Short name Programming
25.1 720p 16:9 WXXVFOX Fox & MyNetworkTV
25.2 WXXVNBC NBC
25.3 WXXVCW+ Gulf Coast CW
25.4 480i WXXVION Ion Plus
25.5 WXXVGRT Grit

References

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

WXXV-TV

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from Grokipedia
WXXV-TV, 25 (UHF digital channel 48), is a licensed to , , serving the area as a primary Fox affiliate. The station is owned by Morris Multimedia through its licensee subsidiary, Morris Network of Mississippi, Inc., and maintains studios on in Lyman (using a Gulfport mailing address). Founded and signed on the air on February 14, 1987, WXXV-TV became the first affiliate in South , initially broadcasting from studios in Gulfport and targeting the Biloxi–Gulfport designated market area (DMA). Over the years, the station has expanded its offerings through digital subchannels (as of 2025: 25.1 /, 25.2 , 25.3 as Gulf Coast CW+, 25.4 , and 25.5 Grit), adding affiliations including in 2009, in 2012, in 2015, and Grit in 2021. WXXV-TV provides a mix of local news, weather, sports, and entertainment programming under the WXXV News 25 banner, which launched on September 30, 2013, and now includes extended morning, noon, and weekend newscasts tailored to the Gulf Coast community. The station emphasizes community-focused content, such as coverage of local events, education, infrastructure projects, and high school sports, while adapting to evolving media trends under Morris Multimedia's ownership, which acquired it in 1997.

History

Construction permit and sign-on

The granted a construction permit in 1985 for channel 25 in , to Gulf Coast Television, Inc., a company formed by local investors including John McLaurin. This permit marked the beginning of efforts to bring the first commercial television service to the region, addressing a gap in local options beyond existing VHF stations. WXXV-TV signed on the air on February 14, 1987, initially operating as an independent station before quickly affiliating with the network, becoming its charter affiliate for the Biloxi-Gulfport designated market area (DMA 157). The station's initial studios were located in Gulfport, with its transmitter sited in unincorporated Harrison County, enabling coverage across the and extending into portions of southern and . Early programming emphasized network content upon affiliation, supplemented by movies and syndicated shows to provide a robust schedule and fill gaps in the region. This mix helped establish WXXV-TV as a vital local outlet, though subsequent financial challenges soon emerged.

Early financial difficulties and Prime Cities acquisition

Following its 1987 sign-on, WXXV-TV incurred significant financial losses stemming from high startup costs for establishing UHF broadcast facilities and constrained advertising revenue in the small Biloxi-Gulfport market, prompting the original licensee, Gulf Coast Television, to file for Chapter 11 bankruptcy protection in 1988. This filing averted a public initiated by major creditor AmSouth Bank after the station defaulted on loans. AmSouth assumed temporary operational control as debtor-in-possession during the reorganization process, which spanned from 1988 to 1991. In February 1990, AmSouth formally acquired the station from Gulf Coast Television (operating as debtor-in-possession) for $2.436 million, solidifying its oversight role amid ongoing fiscal strain. The proceedings concluded in 1991 with the sale of WXXV-TV to Prime Cities Broadcasting Corp. of —a led by Dick Shively and Jim Tupper—for $3.176 million, an undisclosed figure at the time but later documented in industry records. Shively, who had consulted for the station since AmSouth's involvement, became under the new ownership. Prime Cities invested in minor facility upgrades, such as equipment enhancements at the Gulfport studios, but the station persisted with economic challenges in the competitive coastal market. To manage costs, operations emphasized the retained affiliation—secured since sign-on—with reductions in syndicated programming acquisitions, prioritizing local content and network feeds over expensive off-network shows. These measures helped stabilize short-term viability while the station navigated limited viewer base and regional ad dollars.

Morris ownership and affiliation expansions

Following a period of financial instability under its previous owner, Prime Cities Broadcasters, WXXV-TV was acquired by Morris Multimedia in June 1997 for $17.5 million, providing the station with long-term stability and resources for growth. Under Morris ownership, WXXV expanded its programming offerings by adding a affiliation on April 10, 2009, airing the service on 25.2 to serve local viewers with additional entertainment content. This move capitalized on the network's launch in September 2006, enhancing the station's schedule without disrupting prime-time Fox programming. A significant milestone occurred in 2012 when WXXV launched an affiliation on its 25.2 on June 25, becoming the first station in the Biloxi-Gulfport market to carry both and affiliations simultaneously. This addition displaced the programming from the subchannel, which was then shifted to subchannel 25.3, and allowed Morris to leverage its experience with affiliations at other properties. Further diversifying its multicast capabilities, WXXV introduced on subchannel 25.3 on January 1, 2015, replacing the subchannel and providing local access to the network's and programming for the first time in the market. Continuing this expansion, the station added Defy TV on subchannel 25.4 on September 1, 2021, and Grit on subchannel 25.5 on November 1, 2021. These subchannel expansions under Morris ownership marked a broader strategy to utilize for multiple network affiliations, increasing the station's reach and advertising opportunities along the .

Affiliations and programming

Primary network affiliations

WXXV-TV has served as the primary Fox affiliate for the Biloxi–Gulfport market since its sign-on on February 14, 1987, delivering the network's primetime lineup, sports coverage, and major events such as games broadcast by . This affiliation established WXXV as a cornerstone for network programming in South Mississippi, filling a gap in local access to content during an era when the network was expanding its footprint. WXXV added a affiliation on a on April 10, 2009. Since January 1, 2015, MyNetworkTV programming has aired in late-night slots on the main channel (25.1) following primetime, providing sitcoms and dramas to target younger demographics. This carriage on the primary channel enhances viewer options without requiring subchannel tuning. As the and MyNetworkTV affiliate in the 157th-ranked designated market area, WXXV plays a strategic role in the Biloxi–Gulfport market by providing essential national entertainment and sports content, boosting viewership during high-profile events like Super Bowls aired on . Its positioning strengthens local media diversity, particularly for sports enthusiasts, in a region where it complements but does not duplicate ABC or CBS affiliations held by . NBC and CW affiliations are carried on WXXV's subchannels, expanding network access without altering the main channel's focus. Additional subchannels include Grit (25.5) and ION Plus (25.4), providing further programming options.

Local and syndicated programming

WXXV-TV airs a mix of syndicated programming during daytime and early evening slots to complement its Fox affiliation, which anchors primetime network content. The station features syndicated court shows, sitcom reruns, and talk shows in these periods, focusing on real-life dispute resolutions, family-oriented entertainment, and lighthearted discussions that appeal to viewers along the Gulf Coast. Local programming highlights community and lifestyle elements tailored to the . Living Local, a half-hour show airing Thursdays at 12:30 p.m. on the subchannel, spotlights regional shops, restaurants, and attractions to promote coastal . Lifestyle series such as The Outdoorsman With Max McNeely, Small Town Big Deal, and Raw Travel air on subchannels, featuring Gulf Coast-relevant segments like fishing in waters and explorations of local . Special programming includes event coverage tied to regional interests, such as annual broadcasts featuring parade schedules and historical segments from the Coastal Mississippi Mardi Gras Museum. The station also airs community-focused content on hurricane preparedness, integrating seasonal updates into lifestyle blocks to address Gulf Coast vulnerabilities without overlapping journalistic reporting. This approach ensures programming remains and regionally resonant beyond standard syndication.

News operation

Early news efforts

Following its acquisition by Morris Multimedia in 1997, WXXV-TV launched its initial local news production in early 1999, marking the station's first attempt at providing dedicated local journalism in the Biloxi-Gulfport market. The effort debuted with a planned 9 p.m. newscast on March 15, 1999, but aired at 10 p.m. as a taped program featuring a special from the Beau Rivage casino, due to operational and budgetary limitations typical of a small-market Fox affiliate. The production was anchored by a modest team, including news director Tom Russo and lead anchor Rebecca Allen, who joined the staff in February 1999 to help build the operation from the ground up. These early broadcasts faced significant challenges from resource constraints, including the need for taped segments rather than live content, amid the broader economic recovery on the following the devastation of in September 1998, which caused over $1 billion in damage across the region and slowed local . The newscast remained limited in scope and staffing.

Relaunch and current expansions

On September 30, 2013, WXXV-TV relaunched its news department with the debut of WXXV 25 News, marking the station's return to local broadcasting. The initial lineup featured a 9 p.m. newscast on the Fox subchannel and 5:30 p.m. and 10 p.m. editions on the subchannel, produced by a dedicated news team of eight members, including anchors Joe Sullivan and Jennifer Tubwell, chief meteorologist Ashley Feaster, and multimedia journalists. Over the subsequent decade, the news department expanded significantly, adding new programming to cover more of the day. By 2015, a morning show called News 25 Today launched, which grew into a four-hour block from 5 a.m. to 9 a.m. by the early 2020s. A noon newscast was introduced shortly thereafter, followed by weekend editions, including two Sunday night shows. In 2023, the evening newscast shifted from 5:30 p.m. to 5 p.m. on the NBC subchannel, while the 9 p.m. Fox edition was extended for broader coverage; these changes allowed for enhanced focus on timely local updates. The expansions reflected growing demand for round-the-clock information in South Mississippi. WXXV 25 News emphasizes coverage of coastal-specific issues, such as severe weather patterns, tourism developments along the Gulf Coast, and breaking events like hurricanes or local emergencies, often integrating real-time updates from on-scene reporters. As an NBC affiliate, the station leverages shared resources with the network for national feeds and supplemental reporting, while maintaining a hyper-local lens through partnerships with community organizations for exclusive access. This approach has positioned it as a key source for South Mississippi viewers. As of 2025, the team has grown to approximately 20 members, including anchors, reporters, meteorologists, and producers, enabling more robust production. Live newscasts are streamed digitally via the station's and mobile apps, providing 24/7 access to headlines, alerts, and on-demand segments for viewers beyond traditional broadcast hours.

Technical

Analog-to-digital conversion

WXXV-TV initiated its operations in the early 2000s with an initial signal on 25 (UHF digital channel 48), operating under the ownership of Morris Multimedia, which facilitated the station's compliance with early FCC digital construction requirements. This launch marked the beginning of the station's transition to digital technology, allowing for improved signal quality and preparation for high-definition programming ahead of the national mandate. The station's physical digital channel 48 was finalized following the broadcast incentive auction repack. The station completed its full analog-to-digital conversion on February 17, 2009, ceasing all analog broadcasts on channel 25 in accordance with the FCC's nationwide DTV switchover deadline established by the Digital Television Transition and Public Safety Act of 2005. Prior to this, following the devastation of in 2005, WXXV-TV upgraded its transmitter facilities in , to enhance coverage reliability and reach across the Gulf Coast region disrupted by the storm. Currently, the station's digital signal operates at an (ERP) of 190 kW, enabling high-definition capabilities and serving approximately 145,000 households in the Biloxi-Gulfport designated market area (as of 2024-25) with robust over-the-air reception. This infrastructure supports the station's ongoing technical stability under Morris ownership, ensuring consistent digital delivery post-transition.

Subchannels and multicast services

WXXV-TV, virtual channel 25 (UHF digital channel 48), broadcasts five digital subchannels as of November 2025, enabled by its transition to digital broadcasting. The station's primary subchannel, 25.1, carries Fox and MyNetworkTV programming, serving as the main feed for local viewers in the Biloxi-Gulfport market. Subchannel 25.2 has been affiliated with NBC since June 25, 2012, offering the full network schedule, including morning show Today and evening newscast NBC Nightly News. On subchannel 25.3, the Gulf Coast CW (an affiliate of ) has aired since January 1, 2015, featuring primetime dramas such as and sports coverage from The CW Sports. Subchannel 25.4 broadcasts , a network focused on general entertainment content, including series like and . This subchannel previously carried Defy TV starting September 1, 2021, before switching to . Completing the lineup, subchannel 25.5 airs Grit, specializing in Westerns and action-oriented films, such as classic titles featuring ; Grit was added on November 1, 2021.
SubchannelNetwork/AffiliationContent Focus
25.1 / Network primetime, local news, syndicated shows
25.2Full network schedule, news, daytime programming
25.3Gulf Coast CW ()Dramas, sports, youth-oriented series
25.4General entertainment, dramas, series (as of 2025)
25.5GritWestern films and series
This approach maximizes the station's ATSC 1.0 bandwidth to deliver diverse national networks and niche programming, enhancing viewer options in the small Nielsen market of Biloxi-Gulfport despite limited spectrum availability.

References

  1. https://www.wxxv25.com/about-us/
  2. https://docs.fcc.gov/public/attachments/DA-19-302A1_Rcd.pdf
  3. https://www.rabbitears.info/market.php?request=print_station&facility_id=53517
  4. https://www.wxxv25.com/celebrating-37-years-of-wxxv-tv/
  5. https://www.wxxv25.com/
  6. https://enterpriseefiling.fcc.gov/dataentry/public/tv/publicFacilityDetails.html?facilityId=53517
  7. https://www.worldradiohistory.com/Archive-All-BC/Broadcasting-Magazine/BC-1990/BC-1990-02-05.pdf
  8. https://www.worldradiohistory.com/Archive-BC-YB/Archive-BC-YB-Station-Sales/1992-sales.pdf
  9. https://www.worldradiohistory.com/Archive-All-BC/Broadcasting-Magazine/BC-1996/BC-1996-04-29.pdf
  10. https://www.newspapers.com/article/136025518/morris-group-buys-wxxv-tv-company-to-ke/
  11. https://www.mynetworktv.com/
  12. https://www.nexttv.com/news/exclusive-nbc-signs-affiliate-biloxi-43379
  13. https://www.wxxv25.com/whats-on/
  14. https://www.rabbitears.info/market.php?request=print_market&mktid=196
  15. https://www.ontvtonight.com/guide/listings/channel/69025251/wxxv-hdtv.html
  16. https://www.wxxv25.com/livinglocal/
  17. https://www.wxxv25.com/mardi-gras-2025-list-of-parades/
  18. https://www.wxxv25.com/learning-about-the-history-of-mardi-gras-on-the-coast/
  19. https://www.wxxv25.com/tag/hurricane-preparedness/
  20. https://law.justia.com/cases/mississippi/court-of-appeals/2005/co30242.html
  21. https://www.nhc.noaa.gov/data/tcr/AL071998_Georges.pdf
  22. https://www.gulflive.com/mississippi-press-news/2013/09/wxxv_to_launch_local_newscast.html
  23. https://www.adweek.com/tvspy/wxxv-to-debut-local-news-tonight/
  24. https://www.wxxv25.com/news-25-today-launched-this-morning/
  25. https://www.tvpassport.com/tv-listings/stations/fox-wxxv-gulfport-ms/4304
  26. https://www.wxxv25.com/category/local-news/
  27. https://www.wxxv25.com/our-team/
  28. https://www.wxxv25.com/livestream/
  29. https://nationalmediaspots.com/DMA-Ranks.pdf
  30. https://ionplustv.com/
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