WBRC
WBRC is a FOX-affiliated local television station in Birmingham, Alabama, owned by Gray Television, producing news, weather, traffic, sports, and investigative programming distributed across broadcast, web, mobile apps, livestream, and podcast channels to the Central Alabama market.
- Company typePrivate
- Founded1949
- HeadquartersBirmingham, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
WBRC firmographics
Firmographics- Name
- WBRC
- Legal name
- Gray Local Media, Inc.
- Website
- https://wbrc.com
- Company type
- Private
- Founded year
- 1949
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- WBRC is a FOX-affiliated local television station in Birmingham, Alabama, owned by Gray Television, producing news, weather, traffic, sports, and investigative programming distributed across broadcast, web, mobile apps, livestream, and podcast channels to the Central Alabama market.
- Ownership category
- akta.pro rank
Where WBRC is headquartered
LocationHeadquarters
- HQ city
- Birmingham
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
WBRC business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Television Advertising: The station generates revenue primarily through the sale of advertising time on its broadcast television channel. Advertisers purchase commercial slots during news programs and other programming.
- Digital Advertising: Revenue from digital advertising on the wbrc.com website and mobile applications, including display ads and sponsored content.
- Contests and Sweepstakes: The station operates contests and sweepstakes promotions that may generate revenue or engagement.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
WBRC product offering
Product offeringCore offering
WBRC operates a FOX-affiliated local television news station on Channel 6 in Birmingham, Alabama, producing and distributing local news, weather, sports, and investigative journalism content to viewers in the Birmingham metropolitan area and Central Alabama. Content is distributed via linear broadcast television, wbrc.com, mobile applications, livestream, social media, and podcast channels, with revenue primarily generated through the sale of advertising on these channels.
Product overview
WBRC operates as a local television news station serving Birmingham and Central Alabama, offering a unified media portfolio centered on its WBRC 6 News broadcast brand. The station's core products include the 6 On Your Side Investigates investigative unit, the First Alert Weather forecasting service with dedicated apps, and Good Day Alabama morning programming. WBRC distributes content across broadcast television, mobile applications (WBRC News App and WBRC First Alert Weather App), a podcast series, and digital platforms. The station was historically known as FOX6 from 1996 to 2024 before rebranding to WBRC 6 News in August 2024.
Differentiator
Problem solved
Functional benefit
Products and services
- WBRC 6 News WBRC's primary local television news broadcast serving the Birmingham, Alabama market with breaking news, weather, sports, and investigative reporting distributed via linear broadcast and digital channels.
- First Alert Weather Weather forecasting brand featuring AccuTrack Radar, SkyVision Cams, First Alert Weather Days, school closings, storm shelter listings, and Weather Watchers community reporting program for Central Alabama.
- 6 On Your Side Investigates WBRC's investigative journalism unit producing in-depth accountability reporting including the Restaurant Scorecard series, Central Alabama Water, Walker County Jail, Price of Power, Data Center Projects, Pihakis Restaurant Group, and USPS Issues.
- 6 On Your Side Investigates Podcast Podcast series featuring WBRC's investigative journalism stories including missing persons cases, criminal investigations, and local accountability reporting.
- Good Day Alabama Morning news and lifestyle programming show covering cooking (Connected Through Cooking), community features, weather, local news, and segments such as The Rooftop, Mickey's Weather Kids, Pet Pics, Mike's Musings, and New in the Neighborhood.
- First Alert Traffic Traffic monitoring and reporting service providing real-time traffic alerts and information for the Birmingham metro area.
- WBRC News App Mobile application for iOS and Android delivering WBRC news content, breaking news alerts, and local news coverage to smartphone users.
- WBRC First Alert Weather App Dedicated weather mobile application providing AccuTrack Radar, severe weather alerts, and detailed forecasts for Central Alabama.
Companies that use WBRC
Customer profileSegments1 record
Ideal customer profiles2 records
WBRC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
WBRC partnerships and signals
Strategic signalScale indicators3 records
Recent moves8 records
Expansion highlights5 records
WBRC competitors and assessment
Company assessmentDirect peers
- WVTM-TV (NBC 13): Hearst-owned NBC affiliate in the Birmingham DMA, directly competing with WBRC for local news viewers, weather coverage, and Birmingham/Central Alabama advertising budgets.
- WIAT CBS 42: CBS affiliate in the Birmingham market, owned by Nexstar Media Group, directly competing with WBRC for local news, weather, sports, and the same Central Alabama advertiser base.
- ABC 33/40 (WBMA): Sinclair Broadcast Group-owned ABC affiliate in Birmingham, a direct local TV news competitor targeting the same Central Alabama audience and ad market as WBRC.
- WTTO / WABM (CW): Sinclair-owned secondary stations in the Birmingham market, competing with WBRC for general entertainment and sports viewership in the same DMA.
Broad incumbents
- Gray Television: WBRC's publicly-traded parent (NYSE: GTN), one of the largest US local broadcast groups. Comparable as a broadcaster operating the same business model across 100+ markets, and relevant as the corporate context for WBRC's strategy and capital allocation.
- Nexstar Media Group: Largest US TV station operator (owns WIAT CBS 42 in Birmingham), competing with Gray/WBRC for both local audiences in the Birmingham DMA and national advertising/political revenue.
- Sinclair Broadcast Group: Major US broadcast group (owns ABC 33/40 and WTTO/WABM in Birmingham), a direct corporate competitor to Gray/WBRC for local news, sports rights, and political advertising in overlapping DMAs.
- Hearst Television: Operates WVTM-TV NBC 13 in Birmingham; a broad incumbent local TV broadcaster with comparable news, weather, and digital operations across its station portfolio.
- Tegna: Large US local TV broadcaster with a comparable business model (local news + digital + advertising) and a station portfolio that includes top-market affiliates with strong local news brands.
Emerging players
- AL.com (Alabama Media Group): Leading digital-native local news outlet covering Birmingham and the state of Alabama. Competes with WBRC for digital audience share, breaking-news reach, and digital advertising dollars, but does not operate a broadcast TV channel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
WBRC social profiles
Digital presenceWBRC financial estimates
Financial estimateRevenue estimate
Valuation estimate
WBRC leadership team
Management profileNumber of profiles
WBRC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WBRC M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WBRC
What does WBRC do?
WBRC operates a FOX-affiliated local television news station on Channel 6 in Birmingham, Alabama, producing and distributing local news, weather, sports, and investigative journalism content to viewers in the Birmingham metropolitan area and Central Alabama. Content is distributed via linear broadcast television, wbrc.com, mobile applications, livestream, social media, and podcast channels, with revenue primarily generated through the sale of advertising on these channels.
Is WBRC a public or private company?
WBRC is a private company. It is classified as corporate owned and is currently operating.
When was WBRC founded?
WBRC was founded in 1949. It employs 101 to 250 people.
Where is WBRC based?
WBRC is headquartered in Birmingham, United States, in the North America region.
How does WBRC make money?
Three revenue lines are on record. Television Advertising is the primary driver. The others are digital Advertising and contests and Sweepstakes.
Who are WBRC's main competitors?
Direct peers on record are WVTM-TV (NBC 13), WIAT CBS 42, ABC 33/40 (WBMA) and WTTO / WABM (CW). Broad incumbents are Gray Television, Nexstar Media Group, Sinclair Broadcast Group, Hearst Television and Tegna. AL.com (Alabama Media Group) is listed as an emerging player.
Does WBRC have an API?
No public API is recorded for WBRC.