MOR-TV

What MOR-TV does

MOR-TV (legal entity WMOR-TV, operated by Hearst Properties Inc.) is an independent local broadcast television station serving the Tampa-St. Petersburg-Clearwater DMA, founded in 1984 and headquartered at 7201 E. Hillsborough Avenue, Tampa, Florida. The station is owned and operated by Hearst Television, a wholly owned subsidiary of Hearst, which controls 35 television stations and two radio stations across 27 media markets and 39 states, reaching over 22 million U.S. television households. WMOR-TV operates on ATSC 1.0 broadcast technology and is preparing for ATSC 3.0 deployment, distributing its signal over-the-air and through cable/satellite carriage (Bright House Networks, Spectrum, DirecTV, Dish Network), the Very Local OTT streaming app, and website on-demand streaming.

The station's product surface centers on local news, weather forecasting with hurricane tracking and severe weather alerting, sports broadcasting (Tampa Bay Buccaneers NFL and Tampa Bay Rays MLB), syndicated entertainment, and network sub-channel programming via MeTV (classic TV) and Estrella TV (Spanish-language). MOR-TV monetizes through three primary streams: traditional broadcast and digital advertising sold to local Tampa Bay SMBs and national advertisers, retransmission consent fees paid by MVPDs as part of Hearst Television's portfolio-level agreements, and affiliate marketing commissions earned on editorially chosen retail products (Amazon, Walmart, Petco, Chewy, and others). Content distribution extends across over-the-air broadcast, MVPD carriage, the Very Local streaming app, and the MOR-TV mobile app on iOS and Android, with audience engagement supported by email alerts and social media channels.

The company has no public revenue disclosure as a standalone station, no funding rounds, no AI/ML capability footprint, and limited disclosed headcount. Its competitive position rests on the FCC broadcast license, Hearst Television's corporate scale and content distribution agreements (ABC, NBC, CBS, CW, MY Net, MeTV, Estrella), decades of local brand equity in Tampa Bay, and multi-platform distribution rather than proprietary technology or data assets.

Name

MOR-TV

Legal name

Hearst Properties Inc.

Website

https://mor-tv.com

Company type

Private

Founded year

1984

Operating status

Operating

Short description

MOR-TV (WMOR-TV) is a privately held local broadcast television station in Tampa Bay, Florida, owned by Hearst Television, delivering local news, weather, sports, and entertainment content via over-the-air broadcast, MVPD carriage, and the Very Local streaming app to Tampa-area viewers and advertisers.

Ownership category

akta.pro rank

Product category

Local Broadcast Television

NAICS

Television Broadcasting Stations (516120), Television Broadcasting Stations (51612), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

Local Translator/Repeater & Low-Power Stations (LPTV, Translators, Fill-In) (MPABACAM)

akta.pro secondary industries

Sports OTT & League Pass Streaming Channels (MPABAHAJ), Satellite Video & Media Distribution (DTH, Contribution/Distribution, Occasional Use) (HDAIAJAG)

Keywords

• Local broadcast television
• Television advertising sales
• Affiliate marketing programs
• Weather news coverage
• Sports broadcasting rights

Headquarters

HQ city

Tampa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Broadcast Advertising: Traditional broadcast advertising sales including local TV commercials, sponsored content segments, and programmatic digital advertising on the station's website and streaming platforms.
2. Affiliate Marketing: The station participates in affiliate marketing programs where the station earns commissions on editorially chosen products purchased through retailer links.
3. Retransmission Consent: Fees paid by cable and satellite operators for the right to broadcast WMOR-TV's signal to their subscribers, part of Hearst Television's 35-station portfolio.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

WMOR-TV (MOR-TV) is an independent, English-language local broadcast television station licensed to East Lake-Orient Park, Florida, serving the Tampa-St. Petersburg-Sarasota designated market area. It delivers locally produced news, weather (including hurricane coverage), sports programming, and syndicated entertainment content to viewers, and operates digital sub-channels MeTV Tampa Bay and Estrella TV Tampa Bay. Revenue is generated through on-air advertising sales, retransmission consent fees from cable/satellite providers, and affiliate marketing partnerships with retail brands.

Product overview

MOR-TV (WMOR-TV) is a local television station in Tampa Bay, Florida, owned by Hearst Television. The station operates as a broadcast television platform offering local news, weather forecasting (including hurricane coverage), sports programming (Tampa Bay Buccaneers and Rays), and entertainment content. The station carries affiliated networks including MeTV for classic programming and Estrella TV for Spanish-language content. Content is distributed via traditional broadcast, the Very Local streaming app on OTT devices, and mobile applications.

Differentiator

Problem solved

Functional benefit

Brands

• MeTV Tampa Bay: Network programming carried by MOR-TV featuring classic TV shows
• Estrella TV Tampa Bay

Products and services

• WMOR-TV (MOR-TV Tampa Bay) main broadcast channel

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Hearst TelevisioncoreOthersWMOR-TV is owned and operated by Hearst Television, which owns and operates 35 television stations and two radio stations serving 27 media markets across 39 states. Hearst Television distributes content from ABC, NBC, CBS, CW, MY Net, MeTV, Estrella and more through its partnership with nearly all major networks.
• ABC, NBC, CBS, CW, MY Net, MeTV, EstrellacoreChannel Partner/ Reseller/ DistributorHearst Television distributes national content from major networks including ABC, NBC, CBS, CW, MY Net, MeTV, and Estrella TV across its portfolio of 120+ video channels through programming partnerships.
• FCC (Federal Communications Commission)coreOthersWMOR-TV holds FCC broadcast license and operates under regulatory oversight. Public inspection file available at publicfiles.fcc.gov/tv-profile/WMOR-TV. Station participates in FCC required accessibility programs including closed captioning.
• Retail Affiliate PartnersminorGTM or Marketing PartnerMOR-TV participates in affiliate marketing programs where the station earns commissions on editorially chosen products purchased through retailer site links, featuring deals from retailers including Amazon, Walmart, Petco, Chewy, and others.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Nexstar Media Group: Nexstar is the largest U.S. local TV station owner (~200 stations), serving many of the same DMAs as Hearst and competing for the same national political ad and syndicated content dollars. Comparable as a portfolio-scale broadcast operator with identical revenue model.
• Tegna Inc. Tegna owns ~64 local TV stations including WTSP in Tampa Bay. Operates the same broadcast + retransmission + digital ad model across mid-to-large U.S. DMAs, making it a direct functional comparable to a Hearst-owned station like MOR-TV.
• Sinclair Broadcast Group: Sinclair operates ~185 local TV stations across the U.S. including in Tampa Bay (WTTA, WVTV). It is directly comparable as a large-scale, multi-station local broadcast operator with the same ad-supported + retransmission revenue mix.
• Gray Television: Gray Television operates ~180 local TV stations across the U.S., with a portfolio strategy focused on mid-sized markets. Comparable as a broadcast group with identical revenue streams (local/national ad sales, retransmission consent, political advertising).

Direct peers

• Hearst Television (WCVB Boston): WCVB is Hearst's flagship ABC affiliate in Boston and structurally identical to MOR-TV — same parent ownership, same broadcast + digital + retransmission model, same Very Local streaming app, and same ATSC upgrade path. It is the closest internal comparable for MOR-TV's economics.
• WTVT (Fox 13 Tampa Bay): WTVT is the Fox-owned local broadcast station in Tampa Bay and the market's ratings leader. It competes head-to-head with MOR-TV across news, weather, and sports inventory in the same DMA with the same revenue model (broadcast ads + retransmission fees).
• WFTS-TV (ABC Action News): WFTS is the ABC-affiliated local TV station in Tampa Bay, owned by the E.W. Scripps Company. It is a direct competitor in the same DMA with overlapping news/weather programming, sports coverage, and broadcast advertising model.
• WTSP-TV (10 Tampa Bay): WTSP is the CBS-affiliated broadcast station in the Tampa Bay DMA, owned by Tegna. It competes directly with MOR-TV for local advertisers, sports rights (Rays broadcasts historically), and viewers across news and weather coverage.
• WTTA-TV (Great 38): WTTA is the MyNetworkTV-affiliated station in Tampa Bay, also owned by Sinclair Broadcast Group. It competes for advertising dollars and audience share in the same DMA, carrying entertainment/sports programming in a similar commercial broadcast model.
• WFLA-TV (News Channel 8): WFLA is the NBC-affiliated local TV station in the Tampa Bay DMA, operating out of Tampa with news, weather, and syndicated content. It directly competes with MOR-TV for the same local ad budgets, viewer attention, and retransmission contracts in the Tampa-St. Petersburg market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/mortampa
• Facebookfacebook.com/MORTampa
• LinkedInlinkedin.com/company/more-tv

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MOR-TV