What WWMT-TV does

WWMT-TV (branded as 'News Channel 3') is a CBS-affiliated local broadcast television station headquartered in Kalamazoo, Michigan, operating since 1950. It serves West Michigan, including the Kalamazoo, Battle Creek, and surrounding 12 counties (Allegan, Barry, Berrien, Branch, Calhoun, Cass, Kent, Muskegon, Newaygo, Ottawa, St. Joseph, and Van Buren), delivering local news, weather forecasting with radar and live cameras, sports coverage including high school and college athletics, and investigative journalism through its 'I-Team' unit.

The station distributes content through five parallel channels: over-the-air broadcast on FCC-licensed spectrum (with NextGen TV/ATSC 3.0 capabilities), carriage via cable and satellite providers, live and on-demand streaming on wwmt.com, native iOS and Android mobile applications, and original podcasts such as 'Community Conversations' and 'Criminally Obsessed'. Distribution is supported by active social media presence on Facebook, X, Instagram, TikTok, YouTube, and Pinterest, plus email newsletters keyed to specific content verticals. The technology layer is built on the Sinclair Broadcast Group content infrastructure (sinclairstoryline.com) and conventional broadcast/CMS architecture; no proprietary AI, APIs, or external integrations are disclosed.

Commercially, WWMT-TV generates revenue through local advertising sales across linear television, streaming, and digital inventory, alongside retransmission/carriage fees negotiated by parent Sinclair Broadcast Group. Specific rate cards, advertiser names, and standalone financials are not publicly disclosed. The station is wholly owned and operated by Sinclair Broadcast Group, Inc. (NASDAQ: SBGI), a Maryland-incorporated media conglomerate, and WWMT-TV itself does not have public funding rounds, M&A activity, or independent pricing telemetry. Customer-facing segments are effectively dual: end consumers (West Michigan viewers and news consumers) on the audience side, and regional businesses purchasing advertising on the monetisation side.

Name

WWMT-TV

Legal name

WWMT-TV (News Channel 3)

Website

https://wwmt.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

101–250 employees

Short description

WWMT-TV (News Channel 3) is a CBS-affiliated local broadcast television station in Kalamazoo, Michigan, serving West Michigan with news, weather, sports, and investigative content via over-the-air broadcast, streaming, mobile apps, and podcasts, and owned by Sinclair Broadcast Group.

Ownership category

akta.pro rank

Product category

Local Broadcast Television

NAICS

Television Broadcasting Stations (516120)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

Local News & Weather Stations (MPABACAJ)

akta.pro secondary industry

News OTT & Live News Streaming Channels (MPABAHAK)

Keywords

• Local broadcast television
• News broadcasting
• Weather forecasting
• Investigative journalism
• Local sports coverage

Headquarters

HQ city

Kalamazoo

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

Distribution channels4 records

Marketing channels5 records

Core offering

WWMT-TV (branded as News Channel 3) is a CBS-affiliated local broadcast television station serving the Kalamazoo and West Michigan market. It produces and distributes local news, weather forecasting with radar and live cameras, sports coverage, and investigative journalism, complemented by a mobile application for iOS and Android, the wwmt.com website, live streaming, and original podcasts.

Product overview

WWMT-TV News Channel 3 is a local CBS-affiliated broadcast television station serving the Kalamazoo, Michigan area. The station operates as a multimedia news organization offering broadcast television, a mobile application (WWMT News 3 available on iOS and Android), and the wwmt.com website. Content divisions include local news, weather services with radar and live cameras, sports coverage, investigative reporting through the I-Team unit, and podcast content. The station is owned by Sinclair Broadcast Group.

Differentiator

Problem solved

Functional benefit

Products and services

• WWMT-TV News Channel 3 (Broadcast Television) Local CBS-affiliated broadcast television station providing news, weather, sports, and investigative journalism content to West Michigan, including Kalamazoo, Battle Creek, and surrounding counties.
• WWMT News 3 Mobile Application Native iOS and Android mobile application providing local news, weather forecasts, live streams, and breaking news alerts to West Michigan users.
• wwmt.com Website Online news portal providing local news articles, weather radar, sports coverage, video content, and community event listings for West Michigan.
• Watch Live Streaming Live television streaming and on-demand video content service accessible via wwmt.com, including the Latest Weathercast and broadcast news streams.
• I-Team Investigative Unit Investigative journalism unit producing in-depth reports on local issues including government accountability, public safety, and community concerns for West Michigan.
• Weather Services Comprehensive local weather coverage including current conditions, interactive radar maps, severe weather alerts, forecasts, live cameras, and Weather Talk segments for West Michigan counties.
• Criminally Obsessed Podcast Original WWMT-TV podcast series focused on true crime storytelling.
• Community Conversations Podcast Original WWMT-TV audio podcast series covering local community topics and conversations in West Michigan.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Sinclair Broadcast Group: WWMT-TV's publicly traded parent company (NASDAQ: SBGI) and one of the largest US TV station operators. Provides strategic, operational, and financial context for WWMT-TV's positioning within a national broadcast portfolio.
• E.W. Scripps Company: Diversified local media operator (NASDAQ: SSP) owning local TV stations and national networks. Comparable as a peer broadcasting group with overlapping advertiser, network, and digital strategy considerations relevant to WWMT-TV.
• Gray Television: Major US TV station operator (NYSE: GTN) focused on mid-sized and small markets similar to WWMT-TV's West Michigan DMA. Closely comparable in market profile, network mix, and digital expansion strategy.
• TEGNA: US TV station group (NYSE: TGNA) operating local stations in mid-sized markets. Comparable in network mix, local news emphasis, and digital diversification strategy relevant to WWMT-TV.
• Nexstar Media Group: Largest US television broadcaster (NASDAQ: NXST), operating stations across all major networks. Comparable in scale to Sinclair and serves overlapping advertiser and network-relationship dynamics relevant to WWMT-TV's competitive landscape.

Direct peers

• WXMI: Fox affiliate serving Grand Rapids/West Michigan. Competes directly with WWMT-TV for local news audiences, sports rights, and regional advertising spend.
• WZZM: ABC affiliate serving the Grand Rapids/West Michigan market. Direct competitor for local viewers and advertisers in the same regional footprint as WWMT-TV.
• WLNS-TV: CBS affiliate serving Lansing, Michigan — the same network affiliation as WWMT-TV. Closely comparable in format, network content, and local news/weather focus, though operating in a different DMA.
• WOOD-TV: NBC affiliate serving the adjacent Grand Rapids/West Michigan market. Direct competitor for local news audiences and regional advertising dollars overlapping with WWMT-TV's coverage area.

Regional players

• WILX: NBC affiliate serving Lansing and surrounding mid-Michigan markets. Comparable mid-sized-market local TV news operation in Michigan, competing indirectly for state-level audiences and political advertising.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/wwmtnews
• YouTubeyoutube.com/user/wwmtnews
• Facebookfacebook.com/wwmtnews
• Instagraminstagram.com/newschannel_3/?hl=en
• Pinterestpinterest.com/wwmttv
• TikToktiktok.com/@wwmtnews
• LinkedInlinkedin.com/company/wwmt-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 WWMT-TV