What WLOX does

WLOX is a local broadcast television station serving the Mississippi Gulf Coast (Biloxi-Gulfport-Pascagoula) as a CBS affiliate, owned and operated by Gray Television (NYSE: GTN) since January 1, 2019. The station has operated continuously since its first broadcast in fall 1962 and produces approximately 40 hours of local programming per week across news, weather, sports, and investigative journalism. Its core products include two mobile applications — the WLOX News App and the WLOX First Alert Weather App — a live streaming service via wlox.com, and Creative Services for producing commercials for local businesses. The station also operates specialty programming such as WLOX Investigates, Good Morning Mississippi, Aging Untold, and PowerNation, and contributes to Gray Television's national syndication properties (InvestigateTV, Gray DC, Local News Live), with a sister Spanish-language outlet Telemundo Biloxi.

Under the hood, WLOX relies on a modern digital broadcasting stack including digital production equipment, weather radar integration for the First Alert Weather service, livestreaming infrastructure, and multi-platform distribution across over-the-air transmission, web, iOS, and Android. A brand new studio set was unveiled in January 2023, and Gray Media has published a network-wide AI Policy governing use of automated systems and content scraping.

WLOX generates revenue primarily through local and regional television advertising sales, with supplementary digital marketing services delivered through Gray Digital Media. The target audience is the residents of South Mississippi, served through an over-the-air broadcast channel plus digital and mobile channels. The station has historically been recognized as a top-performing ABC affiliate (prior to its 2012 CBS switch) and has produced prominent alumni including Chuck Scarborough, Robin Roberts, and Mark Mullen.

Name

WLOX

Legal name

Gray Local Media, Inc.

Website

https://wlox.com

Company type

Public

Founded year

1962

Operating status

Operating

Headcount range

51–100 employees

Short description

WLOX is a Gray Television-owned CBS-affiliated local broadcast station in Biloxi, Mississippi, serving the South Mississippi Gulf Coast with ~40 hours of weekly local news, weather, sports, and investigative programming delivered via broadcast, web, and mobile apps.

Ownership category

akta.pro rank

Product category

Local Television Broadcasting

NAICS

Television Broadcasting Stations (516120)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

Network-Affiliated Local TV Stations (ABC/CBS/NBC/FOX/CW/Telemundo/Univision, etc.) (MPABACAE)

akta.pro secondary industries

Local TV Station Groups (Owned & Operated/Station Chains) (MPABACAA), Local News & Weather Stations (MPABACAJ)

Keywords

• Local television broadcasting
• News programming services
• Weather forecasting alerts
• Television advertising sales
• Digital media content

Headquarters

HQ city

Biloxi

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Television Advertising Sales: Revenue generated from selling advertising time to local and regional businesses during television broadcasts and digital content. The station offers Creative Services for producing award-winning commercials for local businesses.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

WLOX is a local broadcast television station operating as a CBS affiliate that produces and distributes local news, weather forecasting, sports coverage, and investigative journalism for the Mississippi Gulf Coast market. The station reaches viewers via over-the-air broadcast, website streaming, and mobile applications, and monetizes its audience through television advertising sales, Creative Services commercial production, and digital marketing services for local and regional businesses.

Product overview

WLOX is a local television station serving the Mississippi Gulf Coast (Biloxi, Gulfport, Pascagoula) as an ABC and CBS affiliate. The station operates as a multi-platform news and entertainment organization producing nearly 40 hours of local programming weekly. Its core products include the WLOX News App and WLOX First Alert Weather App for mobile access, live streaming and broadcast services, the WLOX Investigates investigative unit, and Creative Services for commercial production. Additional offerings include specialty segments like Aging Untold (health/wellness) and PowerNation (lifestyle programming), supported by digital marketing services through Gray Digital Media.

Differentiator

Problem solved

Functional benefit

Brands

• WLOX First Alert Weather: Weather forecasting service and mobile app providing severe weather alerts for the Gulf Coast region.
• Aging Untold
• Watching Your Wallet
• PowerNation

Products and services

• WLOX News App Mobile application delivering local news, breaking stories, and news updates from the WLOX newsroom to consumers in the Mississippi Gulf Coast market via iOS and Android devices.
• WLOX First Alert Weather App Dedicated weather application providing forecasts, severe weather alerts, radar imagery, and hurricane tracking for the Mississippi Gulf Coast region, available on iOS and Android devices.
• Creative Services Award-winning commercial production service offered by WLOX's 'Idea Experts' team to local and regional businesses, producing television advertisements for broadcast on the station.
• Digital Marketing Services Digital marketing solutions offered through Gray Digital Media for local businesses, providing online advertising, marketing services, and digital presence support across digital channels.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• CBS (Network Affiliation)coreChannel Partner/ Reseller/ Distributor · 1 January 2012In 2012, WLOX became South Mississippi's source for CBS programming, switching from its previous ABC affiliation. The station originally launched with ABC affiliation in October 1962.
• ABC (Previous Network Affiliation)minorChannel Partner/ Reseller/ DistributorWLOX was affiliated with ABC from its launch in 1962 until 2012, when it switched to CBS. During its time as an ABC affiliate, WLOX was often recognized as the nation's number one ABC affiliate based on viewer share.
• Chevron (Community Partnership)minorStrategic or Co-development PartnerChevron partnered with local and state agencies on an artificial reef deployment in the Gulf, which was covered by WLOX news. This represents community collaboration for environmental initiatives in the region.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Others

• WLBT-TV: NBC-affiliated local TV station in Jackson, Mississippi and a sister station to WLOX under Gray Television. Comparable as a Mississippi local broadcaster but owned by the same parent rather than an independent competitor.

Broad incumbents

• Nexstar Media Group: Largest US owner of local TV stations, operating across hundreds of markets. Highly comparable to Gray Television in business model (network-affiliated local stations monetized through advertising and digital) and a benchmark for WLOX's parent-level economics.
• Hearst Television: Privately held major local TV broadcaster owning stations across mid- and large-sized US markets. Comparable station-level economics, network affiliation strategy, and investment in digital/news verticals.
• Tegna: Large diversified local media company operating network-affiliated TV stations plus digital marketing services (Premion). Highly comparable in the combination of broadcast stations and digital marketing monetization that WLOX accesses via Gray Digital Media.
• Sinclair Broadcast Group: Major US local TV station group with national scale, comparable network-affiliate broadcast model, regional news operations, and digital revenue initiatives. Direct analog to Gray Television's overall portfolio strategy.

Direct peers

• WALA-TV: Fox-affiliated local TV station serving Mobile-Pensacola, a nearby Gulf Coast DMA competing for regional advertisers and audiences in an overlapping geography with WLOX.
• WKRG-TV: CBS-affiliated local TV station serving the adjacent Mobile-Pensacola market, comparable in market tier, programming mix, and Gulf Coast regional focus to WLOX. Closest CBS-affiliate peer in geography.
• WXXV-TV: Fox/NBC-affiliated local TV station directly serving the same Biloxi-Gulfport-Pascagoula DMA as WLOX. It is the most direct head-to-head competitor for local news viewers, advertising budgets, and digital audience share on the Mississippi Gulf Coast.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/wlox
• Facebookfacebook.com/wloxtv
• LinkedInlinkedin.com/company/wlox-tv

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about WLOX