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WBRC

Full company profile

uuid0009tyi

Namestring
WBRC
Legal namestring
Gray Local Media, Inc.
Websiteurl
wbrc.com
Company typeenum
Private
Founded yearint
1949
Short descriptiontext

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.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
101–250
akta.pro rankint
HeadquartersBirmingham, United States
HQ citystring
Birmingham
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Offices1 record

Each record includes

City, Country, Type, Description, Source

Keyword5 values
local television news, broadcast journalism, weather forecasting, investigative reporting, digital news content
NAICS code1 code
  • Television Broadcasting Stations51612
SIC code1 code
  • Television Broadcasting Stations4833
Product category
Local Television News Broadcasting
GTM motion1 record

Each record includes

Type, Description, Source

Revenue model3 records
1Television Advertising
TypeAdvertising
Description

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.

wbrc.com:443
2Digital Advertising
TypeAdvertising
Description

Revenue from digital advertising on the wbrc.com website and mobile applications, including display ads and sponsored content.

wbrc.com:443
3Contests and Sweepstakes
TypeAdvertising
Description

The station operates contests and sweepstakes promotions that may generate revenue or engagement.

wbrc.com
Marketing channels7 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels1 record

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components5 values
Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
GTM typeB2C
B2C
Offering typeServices
Services
Core offering1 text field

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.

Differentiator
Functional benefit
Problem solved
Product overview1 text field

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.

Product and service8 records
1WBRC 6 News
CategoryLocal News Broadcast
Description

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.

2First Alert Weather
CategoryWeather Forecasting Service
Description

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.

36 On Your Side Investigates
CategoryInvestigative Journalism
Description

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.

46 On Your Side Investigates Podcast
CategoryPodcast
Description

Podcast series featuring WBRC's investigative journalism stories including missing persons cases, criminal investigations, and local accountability reporting.

5Good Day Alabama
CategoryMorning Lifestyle Programming
Description

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.

6First Alert Traffic
CategoryTraffic Reporting Service
Description

Traffic monitoring and reporting service providing real-time traffic alerts and information for the Birmingham metro area.

7WBRC News App
CategoryMobile Application
Description

Mobile application for iOS and Android delivering WBRC news content, breaking news alerts, and local news coverage to smartphone users.

8WBRC First Alert Weather App
CategoryMobile Application
Description

Dedicated weather mobile application providing AccuTrack Radar, severe weather alerts, and detailed forecasts for Central Alabama.

Scale indicator3 records

Each record includes

Type, Value, Description, Source

Recent move8 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight5 records

Each record includes

Type, Description

Peers10 records
1WVTM-TV (NBC 13)
TypeDirect peer
Description

Hearst-owned NBC affiliate in the Birmingham DMA, directly competing with WBRC for local news viewers, weather coverage, and Birmingham/Central Alabama advertising budgets.

2WIAT CBS 42
TypeDirect peer
Description

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.

3ABC 33/40 (WBMA)
TypeDirect peer
Description

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.

4WTTO / WABM (CW)
TypeDirect peer
Description

Sinclair-owned secondary stations in the Birmingham market, competing with WBRC for general entertainment and sports viewership in the same DMA.

5Gray Television
TypeBroad incumbent
Description

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.

6Nexstar Media Group
TypeBroad incumbent
Description

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.

7Sinclair Broadcast Group
TypeBroad incumbent
Description

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.

8Hearst Television
TypeBroad incumbent
Description

Operates WVTM-TV NBC 13 in Birmingham; a broad incumbent local TV broadcaster with comparable news, weather, and digital operations across its station portfolio.

9Tegna
TypeBroad incumbent
Description

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.

10AL.com (Alabama Media Group)
TypeEmerging player
Description

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

Each record includes

Headline, Details, Source

Weaknesses5 records

Each record includes

Headline, Details, Source

Competitive moat5 records

Each record includes

Type, Details

Key risks6 records

Each record includes

Headline, Details, Source

Key highlights7 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Segment1 record

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile2 records

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Core technology
Revenue estimate
Valuation estimate
Number of profiles
No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

WBRC

Local Television News Broadcastingwbrc.com

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.

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

Location

Headquarters

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

  1. 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.
  2. Digital Advertising: Revenue from digital advertising on the wbrc.com website and mobile applications, including display ads and sponsored content.
  3. 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 offering

Core 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 profile

Segments1 record

Ideal customer profiles2 records

WBRC technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

WBRC partnerships and signals

Strategic signal

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

WBRC competitors and assessment

Company assessment

Direct 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 presence

WBRC financial estimates

Financial estimate

Revenue estimate

Valuation estimate

WBRC leadership team

Management profile

Number of profiles

WBRC funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

WBRC M&A and investment

M&A and investment

M&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.

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Live signals
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