{{Short description|Television station in Myrtle Beach, South Carolina}} {{good article}} {{Use mdy dates|date=July 2024}} {{Use American English|date=March 2023}} {{Infobox television station | callsign = WMBF-TV | city = Myrtle Beach, South Carolina | logo = WMBF23.svg | logo_upright = 1 | logo_alt = A white slanted rounded parallelogram overlapping a slanted blue rounded parallelogram. The white parallelogram has the word "WMBF" in red in a bold sans serif. The blue parallelogram has the word "NEWS" in white in the same sans serif. There is a slight red underline on the blue parallelogram. | branding = ''WMBF News'' | digital = 32 (UHF) | virtual = 32 | sister_stations = WXIV-LD | affiliations = {{ubl|'''32.1:''' NBC|''for others, see {{section link||Technical information and subchannels}}''}} | founded = October 18, 2005 | airdate = {{Start date|2008|08|07}} | location = Myrtle Beach–Florence, South Carolina | country = United States | callsign_meaning = Myrtle Beach–Florence{{r|SunN070323}} | translators = ''see {{section link||Translators}}'' | owner = Gray Media | licensee = Gray Television Licensee, LLC<!-- FCC Query erroneously says Gray Television Licensee, "Inc." --> | erp = 530 kW | haat = {{convert|183|m|ft|0|abbr=on}} | facility_id = 83969 | coordinates = {{coord|33|43|50.9|N|79|4|31.4|W|type:landmark_scale:2000}} | licensing_authority = FCC | website = {{URL|https://www.wmbfnews.com/}} }} '''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.
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== 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 {{convert|14|mi|km}} southwest of town to protect two unused allotments in North Carolina, at High Point and Wilmington.<ref name="Stat841129">{{Cite news|url=https://www.newspapers.com/clip/99246396/tv-channel-considered/|date=November 29, 1984|page=3-C|title=TV channel considered|newspaper=The State|location=Columbia, South Carolina|via=Newspapers.com|access-date=April 7, 2022|archive-date=April 7, 2022|archive-url=https://web.archive.org/web/20220407065000/https://www.newspapers.com/clip/99246396/tv-channel-considered/|url-status=live}}</ref><!-- Thu --> 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.<ref name="SunN861112">{{Cite news|url=https://www.newspapers.com/clip/99247288/strand-to-get-full-powered-tv-station/|date=November 12, 1986|page=6-A|first=Paige|last=Jones|title=Strand to get full-powered TV station|newspaper=Sun-News|location=Myrtle Beach, South Carolina|via=Newspapers.com|access-date=April 7, 2022|archive-date=April 7, 2022|archive-url=https://web.archive.org/web/20220407065010/https://www.newspapers.com/clip/99247288/strand-to-get-full-powered-tv-station/|url-status=live}}</ref><!-- Wed --> Coastal Carolina's proposed station got a call sign, WCRD, but little else, being unable to secure financing.<ref name="SunN891027">{{Cite news|url=https://www.newspapers.com/clip/99246604/horry-county-might-get-second-tv-station/|date=October 27, 1989|page=4D|first=Andrew|last=Shain|title=Horry County might get second TV station|newspaper=Sun-News|location=Myrtle Beach, South Carolina|via=Newspapers.com|access-date=April 7, 2022|archive-date=April 7, 2022|archive-url=https://web.archive.org/web/20220407065011/https://www.newspapers.com/clip/99246604/horry-county-might-get-second-tv-station/|url-status=live}}</ref><!-- Fri -->
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.<ref name="SunN961012">{{Cite news|url=https://www.newspapers.com/clip/99247359/cosmos-applies-for-station-in-mb/|date=October 12, 1996|page=1D|title=Cosmos applies for station in MB|newspaper=Sun-News|location=Myrtle Beach, South Carolina|via=Newspapers.com|access-date=April 7, 2022|archive-date=April 7, 2022|archive-url=https://web.archive.org/web/20220407065003/https://www.newspapers.com/clip/99247359/cosmos-applies-for-station-in-mb/|url-status=live}}</ref><!-- Sat -->
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.<ref>{{Cite news |last=Romano |first=Allison |date=August 25, 2005 |title=Raycom Buys Liberty For $987M |language=en |work=Broadcasting & Cable |url=https://www.nexttv.com/news/raycom-buys-liberty-987m-107630 |access-date=April 7, 2022 |archive-date=April 7, 2022 |archive-url=https://web.archive.org/web/20220407065001/https://www.nexttv.com/news/raycom-buys-liberty-987m-107630 |url-status=live }}</ref> 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 were on the Myrtle Beach cable system when it debuted in 1962;<ref name="SunN620906">{{Cite news|url=https://www.newspapers.com/clip/99248992/on-monday-september-17th-television-cab/|date=September 6, 1962|page=8-A|title=On Monday-September 17th, Television Cable Company Brings to Myrtle Beach A Choice of 5 TV Programs|newspaper=Sun-News|location=Myrtle Beach, South Carolina|via=Newspapers.com|access-date=April 7, 2022|archive-date=August 2, 2022|archive-url=https://web.archive.org/web/20220802004748/https://www.newspapers.com/clip/99248992/on-monday-september-17th-television/|url-status=live}}</ref><!-- Thu --> said cable system was co-owned with WIS.<ref name="SunN640326">{{Cite news|url=https://www.newspapers.com/clip/99249032/shafto-elected-bcs-president/|date=March 26, 1964|page=5-C|title=Shafto Elected BCS President|newspaper=Sun-News|location=Myrtle Beach, South Carolina|via=Newspapers.com|access-date=April 7, 2022|archive-date=April 7, 2022|archive-url=https://web.archive.org/web/20220407065002/https://www.newspapers.com/clip/99249032/shafto-elected-bcs-president/|url-status=live}}</ref><!-- Thu --> 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.<ref name="Stat950707">{{Cite news|url=https://www.newspapers.com/clip/106774101/wis-tv-to-have-5-pm-newscast-weekday/|date=July 7, 1995|page=B3|first=Doug|last=Nye|title=WIS-TV to have 5 p.m. newscast: Weekday program to air in September|newspaper=The State|location=Columbia, South Carolina|via=Newspapers.com|access-date=August 2, 2022|archive-date=August 2, 2022|archive-url=https://web.archive.org/web/20220802004748/https://www.newspapers.com/clip/106774101/wis-tv-to-have-5-pm-newscast-weekday/|url-status=live}}</ref><!-- Fri -->
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.<ref name="SunN070323">{{Cite news|url=https://www.newspapers.com/clip/99247398/mb-to-get-first-nbc-affiliate-station/|date=March 23, 2007|page=1C, [https://www.newspapers.com/clip/99247406/ 6C]|first=Emma|last=Rich|title=MB to get first NBC affiliate station|newspaper=Sun-News|location=Myrtle Beach, South Carolina|via=Newspapers.com|access-date=April 7, 2022|archive-date=April 7, 2022|archive-url=https://web.archive.org/web/20220407065001/https://www.newspapers.com/clip/99247398/mb-to-get-first-nbc-affiliate-station/|url-status=live}}</ref><!-- Fri --> Raycom selected a building formerly used by cell phone company SunCom on Frontage Road and began construction later that year.<ref name="SunN070804">{{Cite news|url=https://www.newspapers.com/clip/99247416/new-nbc-affiliate-to-renovate-building/|date=August 4, 2007|page=1D|title=New NBC affiliate to renovate building|newspaper=Sun-News|location=Myrtle Beach, South Carolina|via=Newspapers.com|access-date=April 7, 2022|archive-date=April 7, 2022|archive-url=https://web.archive.org/web/20220407065001/https://www.newspapers.com/clip/99247416/new-nbc-affiliate-to-renovate-building/|url-status=live}}</ref><!-- Sat --> 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.<ref name="birth">{{Cite news |last=Malone |first=Michael |date=July 28, 2008 |title=Birth of a Station |language=en |work=Broadcasting & Cable |url=https://www.nexttv.com/news/birth-station-70207 |access-date=April 7, 2022 |archive-date=July 23, 2021 |archive-url=https://web.archive.org/web/20210723202301/https://www.nexttv.com/news/birth-station-70207 |url-status=live }}</ref>
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.<ref name="air">{{cite news|archive-url=https://web.archive.org/web/20080812035635/https://www.myrtlebeachonline.com/business/story/545757.html|archive-date=August 12, 2008|url-status=dead|url=https://www.myrtlebeachonline.com/business/story/545757.html|work=The Sun News|first=Lisa|last=Fleisher|title=MB's NBC to get some air|date=August 8, 2008}}</ref>
===Sale to Gray Television=== 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.<ref name="graycom">{{cite web|url=http://www.tvnewscheck.com/article/114556/gray-to-buy-raycom-for-36-billion|title=Gray To Buy Raycom For $3.6 Billion|last=Miller|first=Mark K.|work=TVNewsCheck|publisher=NewsCheckMedia|date=June 25, 2018|access-date=June 25, 2018}}</ref><ref>{{cite web|title=Gray Acquiring Raycom For $3.65B, Forming No. 3 Local TV Group|url=https://deadline.com/2018/06/grey-acquiring-raycom-for-3-65-billion-forming-no-3-local-tv-group-1202416667/|first=Dade|last=Hayes|website=Deadline Hollywood|date=June 25, 2018|access-date=December 21, 2018|archive-date=August 26, 2018|archive-url=https://web.archive.org/web/20180826073827/https://deadline.com/2018/06/grey-acquiring-raycom-for-3-65-billion-forming-no-3-local-tv-group-1202416667/|url-status=live}}</ref> The sale was approved on December 20 and completed on January 2, 2019.<ref>{{cite news|url=https://www.broadcastingcable.com/news/fcc-ok-with-gray-raycom-merger|title=FCC OK with Gray/Raycom Merger|work=Broadcasting & Cable|date=December 20, 2018|access-date=December 20, 2018|archive-date=April 5, 2019|archive-url=https://web.archive.org/web/20190405165927/https://www.broadcastingcable.com/news/fcc-ok-with-gray-raycom-merger|url-status=live}}</ref><ref>{{cite press release|url=https://gray.tv/uploads/documents/pressreleases/Press%20Release%20re%20Completion%20of%20Raycom%20Acquisition.pdf|title=Gray Completes Acquisition of Raycom Media and Related Transactions|publisher=Gray Television|date=January 2, 2019|access-date=January 2, 2019|archive-date=January 3, 2019|archive-url=https://web.archive.org/web/20190103110124/https://gray.tv/uploads/documents/pressreleases/Press%20Release%20re%20Completion%20of%20Raycom%20Acquisition.pdf|url-status=live}}</ref>
==Newscasts== 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".{{r|birth}} 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.<ref name="trial">{{Cite news |last=Malone |first=Michael |date=August 1, 2009 |title=WMBF's Trial by Fire |language=en |work=Broadcasting & Cable |url=https://www.nexttv.com/news/wmbfs-trial-fire-41833 |access-date=April 7, 2022 |archive-date=April 7, 2022 |archive-url=https://web.archive.org/web/20220407065010/https://www.nexttv.com/news/wmbfs-trial-fire-41833 |url-status=live }}</ref> WMBF was the first local station to launch weekend morning newscasts, doing so in the early 2010s.<ref>{{Cite news |last=Malone |first=Michael |date=September 1, 2014 |title=Market Eye: Life is Grand in Myrtle Beach |language=en |work=Broadcasting & Cable |url=https://www.nexttv.com/news/market-eye-life-grand-myrtle-beach-133559 |access-date=April 7, 2022 |archive-date=April 7, 2022 |archive-url=https://web.archive.org/web/20220407065001/https://www.nexttv.com/news/market-eye-life-grand-myrtle-beach-133559 |url-status=live }}</ref>
==Technical information and subchannels== The station's signal is multiplexed: {| class="wikitable" |+ Subchannels of WMBF-TV<ref>{{cite web|website=rabbitears.info|access-date=April 7, 2022|url=https://www.rabbitears.info/market.php?request=station_search&callsign=WMBF#station|title=RabbitEars TV Query for WMBF-TV|archive-date=September 18, 2016|archive-url=https://web.archive.org/web/20160918055641/http://www.rabbitears.info/market.php?request=station_search&callsign=WMBF#station|url-status=live}}</ref> ! scope = "col" | Channel ! scope = "col" | Res. ! scope = "col" | Short name ! scope = "col" | Programming |- ! scope = "row" | 32.1 | 1080i || WMBFDT || NBC |- ! scope = "row" | 32.2 | rowspan="6"| 480i || WMBFBNC || Bounce TV |- ! scope = "row" | 32.3 | WMBFPSE || Palmetto Sports & Entertainment |- ! scope = "row" | 32.4 | WMBFLAF || Laff |- ! scope = "row" | 32.5 | WMBFGRT || Grit |- ! scope = "row" | 32.6 | WMBFQST || Quest |- ! scope = "row" | 32.7 | WMBFION || Ion Plus |}
===Translators=== {{geogroup}} The signal from WMBF's main transmitter, located on Flossie Road in Bucksville, South Carolina,{{r|FCC-LMS-83969}} 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.<ref name="FCCDataWMBF">{{unbulleted list citebundle|{{Cite web |title=WMBF-TV Myrtle Beach SC: Digital TV Station Channel 32 (Virtual 32) |url=https://fccdata.org/?lang=en&facid=83969 |access-date=July 7, 2023 |website=FCCdata.org - powered by REC |archive-date=July 7, 2023 |archive-url=https://web.archive.org/web/20230707135039/https://fccdata.org/?lang=en&facid=83969 |url-status=live }}|{{Cite web |title=RabbitEars Contour Map for WMBF-TV |url=https://www.rabbitears.info/contour.php?appid=e2a92ca6e86e46faa87fcf6212b6c0ea&dma=N&map=Y&contour=Y&lppc=N&int=N&pop=N&incpop=&excpop=&z1=N&nrqz=N&lprw=N&head=Y&asrn=&extras=25076f9184355b68018457b41ba91a16,25076ff37dda7617017de5518d88189b,25076f917dda6f43017dfc9332291f87,25076ff37dda7617017de55c434e1926,25076ff382ae28d60182b10af729002e&cir=&circen= |access-date=July 7, 2023 |website=rabbitears.info |archive-date=March 9, 2023 |archive-url=https://web.archive.org/web/20230309055349/https://www.rabbitears.info/contour.php?appid=e2a92ca6e86e46faa87fcf6212b6c0ea&dma=N&map=Y&contour=Y&lppc=N&int=N&pop=N&incpop=&excpop=&z1=N&nrqz=N&lprw=N&head=Y&asrn=&extras=25076f9184355b68018457b41ba91a16,25076ff37dda7617017de5518d88189b,25076f917dda6f43017dfc9332291f87,25076ff37dda7617017de55c434e1926,25076ff382ae28d60182b10af729002e&cir=&circen= |url-status=live }}|{{Cite web |title=41 dBu Service Contour for WMBF-TV, Myrtle Beach, SC, Transmit Channel 32: BLCDT-20091105AAP |url=https://www.fcc.gov/media/radio/map-display |access-date=July 7, 2023 |website=Federal Communications Commission |language=en |archive-date=May 28, 2023 |archive-url=https://web.archive.org/web/20230528021918/https://www.fcc.gov/media/radio/map-display |url-status=live }}}}</ref>
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.<ref name="graylptvbuys">{{cite web|url=https://enterpriseefiling.fcc.gov/dataentry/views/public/assignmentDraftCopy?displayType=html&appKey=25076ff37dda7617017e0c0cb57d5ca3&id=25076ff37dda7617017e0c0cb57d5ca3|title=Assignments|work=Licensing and Management System|publisher=Federal Communications Commission|date=January 3, 2022|accessdate=January 5, 2022|archive-date=August 2, 2022|archive-url=https://web.archive.org/web/20220802004800/https://enterpriseefiling.fcc.gov/dataentry/views/public/assignmentDraftCopy?displayType=html&appKey=25076ff37dda7617017e0c0cb57d5ca3&id=25076ff37dda7617017e0c0cb57d5ca3|url-status=live}}</ref>
{| class="wikitable" |+ Translators of WMBF-TV ! scope = "col" | Call sign ! scope = "col" | City of license ! scope = "col" | Channel ! scope = "col" | Facility ID ! scope = "col" | ERP ! scope = "col" | HAAT ! scope = "col" | Transmitter coordinates |- ! scope = "row" | {{FCC-LMS-Facility|185609|3=W06DK-D}} | rowspan=6|Florence, SC || 6 || 185609 || style="text-align: right;" | 3 kW || {{convert|110|m|ft|0|abbr=on}} || {{coord|34|16|18.0|N|79|43|33.0|W|type:landmark_scale:2000|name=W06DK-D}} |- ! scope = "row" | {{FCC-LMS-Facility|185607|3=W19FC-D}} | 19 || 185607 || rowspan=4 style="text-align: right;" | 15 kW || {{convert|92|m|ft|0|abbr=on}} || {{coord|34|22|5.0|N|79|19|20.0|W|type:landmark_scale:2000|name=W19FC-D}} |- ! scope = "row" | {{FCC-LMS-Facility|182022|3=W24EX-D}} | 24 || 182022 || {{convert|102|m|ft|0|abbr=on}} || {{coord|34|16|18.0|N|79|43|33.0|W|type:landmark_scale:2000|name=W24EX-D}} |- ! scope = "row" | {{FCC-LMS-Facility|182020|3=W25FQ-D}} | 25 || 182020 || {{convert|22.3|m|ft|0|abbr=on}} || {{coord|34|10|51.0|N|79|23|51.0|W|type:landmark_scale:2000|name=W25FQ-D}} |- ! scope = "row" | {{FCC-LMS-Facility|185608|3=W35ED-D}} | 35 || 185608 || {{convert|231|m|ft|0|abbr=on}} || {{coord|34|16|48.1|N|79|44|34.4|W|type:landmark_scale:2000|name=W35ED-D}} |} {{Maplink|frame=yes|frame-width=600|frame-align=left|frame-height=450|raw={{Wikipedia:Map data/WMBF}}|text={{ubl|Grade A signal contours for WMBF-TV and all associated translators. All broadcast on virtual channel 32.|{{legend-col |{{legend|#0000ff|WMBF-TV main signal{{r|FCCDataWMBF}}}} |{{legend|#ff0000|Low-power translators}} }}}}}}{{clear}}
==References== {{reflist}}
==External links== * {{official website|https://www.wmbfnews.com/}}
{{Myrtle Beach/Florence TV}} {{South Carolina TV}} {{North Carolina TV}} {{Gray TV}}
Category:2008 establishments in South Carolina Category:Bounce TV affiliates Category:Gray Media Category:Grit (TV network) affiliates Category:Ion Plus affiliates Category:Laff (TV network) affiliates Category:NBC affiliates Category:Quest (American TV network) affiliates Category:Television channels and stations established in 2008 MBF-TV