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WXXV-TV

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.

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.

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. 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. 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. Work on the tower at McHenry was considerably delayed, and station officials repeatedly pushed back WXXV's projected sign-on.

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. Its programs included brief local news updates, live sports, and other syndicated shows, which were broadcast as far north as Hattiesburg. In April, channel 25 joined the Fox network, picking up its weekend prime time and late-night programming.

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. During this time, in January 1988, WXXV debuted a call-in public affairs program, 25 Live.

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. Days before the auction was to take place, Gulf Coast Television preempted the action by filing for Chapter 11 bankruptcy protection. A year later, the bankruptcy case was resolved in a settlement that transferred the station to AmSouth. 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.

The bank, through its realty division, put channel 25 on the market a year later; 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. 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.

By 1996, Prime Cities was shopping WXXV to potential buyers, including the owners of WWTV and WWUP in northern Michigan. 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. In the 2000s, WXXV switched from analog to digital broadcasting, launching its digital signal before going digital-only on February 17, 2009.

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