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Outlet profile

WWAY

U.S. local news, mostly neutral

Owned byMorris Multimedia, a privately held, family-controlled media company based in Savannah, Georgia. It has owned the station since 2006, when it bought it from Raycom Media. A June 2026 trade-press item mentions an FCC filing involving Morris Multimedia and WWAY with a $431,180 price. That is probably a small transaction, and I could not confirm what it covers.
FundingMainly local and national TV advertising, plus retransmission-consent fees paid by cable and satellite providers. The station also has sponsored content and digital advertising on wwaytv3.com. Morris Multimedia's private ownership means it publishes no detailed financials.
On the administrationmostly neutral

Background

WWAY (channel 3) signed on October 30, 1964, as Wilmington's second TV station and has been an ABC affiliate since its first day. Over the decades it passed through several owners, including Clay Communications, Price Communications, Adams Television, Hillside Broadcasting, and Cosmos Broadcasting, a subsidiary of Liberty Corporation. Raycom Media bought Liberty in 2006 and kept the higher-rated WECT, so it sold WWAY to Morris Multimedia for about $18.5 million. Under Morris, the station moved its studios to Leland, N.C., and added CBS and CW programming through digital subchannels, so it now carries several network affiliations. Its news output is typical of a mid-sized market: breaking news, weather and hurricane coverage, local politics, and community stories, with some syndicated and network content. I found no major editorial controversies or ideological campaigns, though sources on its editorial record are limited. Local competitors include WECT, which is owned by Gray Media, and WSFX. In July 2026 Gray agreed to buy WSFX, which would further consolidate Wilmington-area broadcasters. WWAY's perspective is best described as a mainstream, advertiser-supported local station that avoids overt partisan framing.

Sources

  1. WWAY – Wikipedia
  2. Morris Multimedia – Wikipedia
  3. Station Trading Roundup: 1 Deal, $431,180 – TV News Check
  4. Gray Media to acquire Wilmington TV station – Wilmington Business Journal
  5. WWAY TV3

Profile compiled 2026-11-06; refreshed when ownership, funding, or the administration changes.

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