WMOR-TV

WMOR-TV
ATSC 3.0 station
	Lakeland–Tampa–; St. Petersburg, Florida; ; United States;
City	Lakeland, Florida
Channels	Digital: 18 (UHF); Virtual: 32;
Branding	MOR
Programming
Affiliations	32.1: Independent; 32.2: MeTV; 32.3: Estrella TV;
Ownership
Owner	Hearst Television; (Hearst Properties Inc.);
Sister stations	Orlando: WESH, WKCF
History
First air date	April 15, 1986
Former call signs	WTMV (1986–1996); WWWB (1996–1999);
Former channel numbers	Analog: 32 (UHF, 1986–2009); Digital: 19 (UHF, 2003–2020);
Former affiliations	Independent (1986–1995); The WB (1995–1999);
Call sign meaning	"More TV" (former branding)
Technical information
Licensing authority	FCC
Facility ID	53819
ERP	1,000 kW
HAAT	459 m (1,506 ft)
Transmitter coordinates	27°49′10.8″N 82°15′38″W / 27.819667°N 82.26056°W
Links
Public license information	Public file; LMS;
Website	www.mor-tv.com

WMOR-TV (channel 32) is an independent television station licensed to Lakeland, Florida, United States, serving the Tampa Bay area. Owned by Hearst Television, the station maintains studios on Hillsborough Avenue in east Tampa, and its transmitter is located in Riverview.

Channel 32 began broadcasting on April 15, 1986, as WTMV, owned by Lakeland Public Interest Telecasters. Branded as "V-32", its original format consisted primarily of music videos, along with a local talk show. In the late 1980s, in response to low ratings and revenue, WTMV dropped the music videos and became a general-entertainment independent station with classic TV series and sports telecasts, as well as programs not aired locally by network affiliates. It became an affiliate of The WB in 1995.

In 1996, Hearst acquired WTMV. It overhauled the programming and facilities of channel 32, which relaunched as WWWB on September 15, 1996. Under Hearst, channel 32 became the primary over-the-air telecaster of Tampa Bay Devil Rays baseball. In 1999, the station lost The WB to WTTA (channel 38) and became WMOR-TV, originally branded as "More-TV". WMOR-TV is Tampa Bay's ATSC 3.0 (NextGen TV) station.