View source for ABC 33/40

{{Short description|Television station in Birmingham, Alabama}}
{{Use mdy dates|date=May 2025}}
{{Infobox television station
| name = ABC 33/40
| logo = ABC 3340 logo 2020s.svg
| logo_alt = The ABC logo, a black disk containing the white lowercase letters a b c, next to and partly overlapping a rectangle that is white on the top with a black 33 and blue on the bottom with a white 40, separated by a red band.
| logo_upright = 0.7
| branding = Alabama's ABC 33/40; ''ABC 33/40 News''
| virtual = 58.1, 17.2, 40.2, 68.2
| owner = [[Sinclair Broadcast Group]]
| licensee = WBMA Licensee, [[LLC]]
| location = [[Birmingham, Alabama]]
| country = United States
| airdate = {{Start date and age|1996|9|1|p=y|br=yes}}
| sister_stations = [[WABM]], [[WDBB]], [[WTTO]]
| website = {{URL|https://abc3340.com/}}
| embedded = ''For technical information, see {{section link||Stations}}.''
}}

'''ABC 33/40''' is a [[television station]] serving as the [[American Broadcasting Company|ABC]] affiliate for the [[Birmingham, Alabama]] television market. It is broadcast by '''WBMA-LD''' (channel 58), a [[low-power broadcasting#Television|low-power]] station, in the immediate Birmingham area, as well as on [[digital subchannel|subchannels]] of [[WABM]] (68.2) in Birmingham, [[WDBB]] (17.2) in [[Tuscaloosa]], and [[WGWW]] (40.2) in [[Anniston, Alabama|Anniston]]. ABC 33/40 is owned by [[Sinclair Broadcast Group]] alongside WABM and [[WTTO]] (channel 21) and originates from studios in the Riverchase office park on Concourse Parkway in [[Hoover, Alabama|Hoover]].

In 1994, [[1994–1996 United States broadcast television realignment|a major realignment of television station affiliations]] was slated to affect Birmingham, with Birmingham's existing ABC affiliate, [[WBRC]], tabbed to switch to [[Fox Broadcasting Company|Fox]]. As a result, ABC needed a new affiliate in the market. A number of stations were available, including in Birmingham itself. The network instead opted to partner with [[Allbritton Communications]] to buy WCFT-TV (channel 33) in Tuscaloosa and WJSU-TV (channel 40) in Anniston. Since 1970, these stations had served as [[CBS]] affiliates for western and eastern Alabama, respectively. On September 1, 1996, they became the ABC affiliate for the entire Birmingham market, branded ABC 33/40. At the same time, the station opened its Birmingham-area studio in Hoover. ABC 33/40 made national headlines in 1997 as the only ABC affiliate not to air "[[The Puppy Episode]]", in which [[Ellen DeGeneres]] came out as a [[lesbian]].

ABC 33/40 was an instant competitor in local television news, bolstered by the defections of popular on-air talent such as meteorologist [[James Spann]] and anchor Brenda Ladun from Birmingham's top-rated WBRC. It generally placed second among the four Birmingham-market stations, on occasion finishing in first place, in the 2000s and early 2010s. In 2014, Sinclair acquired Allbritton. The companies together owned too many television station licenses in the Birmingham area, resulting in the sale of the WCFT and WJSU facilities to [[Howard Stirk Holdings]]. This triggered a change to the present transmission setup, though the 33/40 name remained.

==Background==
[[Birmingham, Alabama]], only had two commercial TV channels in the [[very high frequency]] (VHF) band, whose existence predated the [[Federal Communications Commission]] (FCC)'s 1948–1952 freeze on new station grants. After the freeze, these stations occupied channel 6 ([[WBRC]]) and 13 (WAFM-TV, today's [[WVTM-TV]]).<ref name="Birm520414">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-32-cities-get-new/171118101/|date=April 14, 1952|pages=1, [https://www.newspapers.com/article/birmingham-post-herald-32-cities-get-new/171118115/ 2]|first=James|last=Daniel|title=32 Cities Get New TV Channels: 45 Stations Allocated To State|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 26, 2025}}</ref><!-- Mon --> Though efforts were made to move a third commercial VHF channel to Birmingham,<ref name="Birm590610">{{Cite news|url=https://www.newspapers.com/article/the-birmingham-news-the-thames-linenew/171118192/|date=June 10, 1959|page=26|first=Roger|last=Thames|title=The Thames line—New TV channel for city expected|newspaper=The Birmingham News|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 26, 2025}}</ref><!-- Wed --> the commission denied proposals in 1961 and 1963.<ref name="Birm630419">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-huddleston-asks-3/171118220/|date=April 19, 1963|page=21|agency=Associated Press|title=Huddleston Asks 3rd TV Channel Here|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 26, 2025}}</ref><!-- Fri --><ref>{{Cite news|title=No answer yet on VHF drop-ins|pages=61–62|date=March 4, 1963|work=Broadcasting|id={{ProQuest|1014456387}} }}</ref><ref>{{Cite news|title=FCC urged to reconsider drop-ins: Huddleston calls Birmingham VHF 'ill advised'|page=78|date=April 22, 1963|work=Broadcasting|id={{ProQuest|1014459790}} }}</ref> As a result, Birmingham continued to only have two commercial stations until [[WBMG]], operating on [[ultra high frequency]] (UHF) channel 42, began on October 17, 1965.<ref name="Birm651016">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-heres-lineup-of/136777003/|date=October 16, 1965|page=Week-Ender 1|title=Here's Lineup Of Channel 42|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=December 17, 2023|archive-date=December 17, 2023|archive-url=https://web.archive.org/web/20231217055242/https://www.newspapers.com/article/birmingham-post-herald-heres-lineup-of/136777003/|url-status=live}}</ref><!-- Sat --> WAPI-TV at the time was a dual affiliate of [[CBS]] and [[NBC]], and WBMG lacked exclusive network affiliation, airing the shows of those two networks not seen on channel 13.<ref name="Birm650624">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-new-uhf-tv-statio/99779912/|date=June 24, 1965|page=26|first=Emmett|last=Weaver|title=New UHF TV Station Aims At Fall Opening|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=December 17, 2023|archive-date=December 17, 2023|archive-url=https://web.archive.org/web/20231217055242/https://www.newspapers.com/article/birmingham-post-herald-new-uhf-tv-statio/99779912/|url-status=live}}</ref><!-- Thu --> This was the situation until May 31, 1970, when WAPI-TV became a sole NBC affiliate and WBMG a sole CBS affiliate.<ref>{{Cite news|work=Broadcasting|date=December 15, 1969|page=51|title=WAPI-TV to become full-time NBC-TV|id={{ProQuest|1014526329}} }}</ref><ref name="Birm700530">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-tv-notebook-13-g/136777367/|date=May 30, 1970|page=Week-Ender 1|title=TV notebook: 13 going all-NBC and 42 to all-CBS|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=December 17, 2023|archive-date=December 19, 2023|archive-url=https://web.archive.org/web/20231219011808/https://www.newspapers.com/article/birmingham-post-herald-tv-notebook-13-g/136777367/|url-status=live}}</ref><!-- Sat -->

WBMG, as a UHF station with a smaller coverage area, left a gap in Alabama broadcasting. It could not reach areas to the west or east of Birmingham that the VHF stations could, and outlets sprang up to provide this service. In [[Tuscaloosa]], to the west, [[WSES|WCFT]] began broadcasting on channel 33 in 1965; in eastern Alabama, WHMA-TV (later [[WJSU-TV]]) started on channel 40 from [[Anniston, Alabama|Anniston]] in October 1969.<ref name="Anni691005">{{Cite news|url=https://www.newspapers.com/article/the-anniston-star-whma-tv-test-pattern-s/136947196/|date=October 5, 1969|page=3D|title=WHMA-TV Test Pattern Slated For Showing Soon|newspaper=The Anniston Star|location=Anniston, Alabama|via=Newspapers.com|access-date=December 17, 2023|archive-date=December 19, 2023|archive-url=https://web.archive.org/web/20231219011847/https://www.newspapers.com/article/the-anniston-star-whma-tv-test-pattern-s/136947196/|url-status=live}}</ref><!-- Sun --><ref name="Anni691026">{{Cite news|url=https://www.newspapers.com/article/the-anniston-star-whma-tv-makes-debut-on/136947208/|date=October 26, 1969|page=2A|title=WHMA-TV Makes Debut On Air Today|newspaper=The Anniston Star|location=Anniston, Alabama|via=Newspapers.com|access-date=December 17, 2023|archive-date=December 19, 2023|archive-url=https://web.archive.org/web/20231219011921/https://www.newspapers.com/article/the-anniston-star-whma-tv-makes-debut-on/136947208/|url-status=live}}</ref><!-- Sun --> At the same time that WBMG became a sole CBS affiliate, WCFT and WHMA-TV became full-time CBS affiliates.<ref name="Anni700324">{{Cite news|url=https://www.newspapers.com/article/the-anniston-star-whma-joins-cbs-network/136947546/|date=March 24, 1970|page=10|title=WHMA Joins CBS Network|newspaper=The Anniston Star|location=Anniston, Alabama|via=Newspapers.com|access-date=December 17, 2023|archive-date=December 19, 2023|archive-url=https://web.archive.org/web/20231219011806/https://www.newspapers.com/article/the-anniston-star-whma-joins-cbs-network/136947546/|url-status=live}}</ref><!-- Tue --><ref>{{Cite news|title=CBS-TV's New Links|work=Variety|id={{ProQuest|962913177}}|date=August 18, 1971|page=31}}</ref> The effect was that WBRC and WVTM-TV, the VHF stations, served three television markets for [[American Broadcasting Company|ABC]] and NBC programming, while CBS had three affiliates, one each for Tuscaloosa, Birmingham, and Anniston–Gadsden. WBRC and WVTM-TV also expanded their newsgathering operations to Tuscaloosa and Anniston by opening news bureaus in the late 1980s.<ref name="Anni890419">{{Cite news|url=https://www.newspapers.com/article/the-anniston-star-birmingham-stations-to/171324401/|date=April 19, 1989|pages=1B, [https://www.newspapers.com/article/the-anniston-star-tv/171324407/ 6B]|first=Mike|last=Stedham|title=Birmingham stations to open local bureaus|newspaper=The Anniston Star|location=Anniston, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Wed -->

Two additional commercial stations started in Birmingham after WBMG. [[WTTO]] (channel 21) was the market's first [[independent station]] when it began in April 1982<ref name="Birm820422">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-christmas-arrives/98928679/|date=April 22, 1982|page=B6|first=Tom|last=Herrmann|title=Christmas arrives for WTTO owners|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 26, 2025}}</ref><!-- Thu --> and became an affiliate of [[Fox Broadcasting Company|Fox]] on September 1, 1990.<ref name="Birm900808">{{Cite news|url=https://www.newspapers.com/article/the-birmingham-news-fox-will-switch-to-w/171118538/|date=August 8, 1990|page=3E|first=Alec|last=Harvey|title=Fox will switch to WTTO-21|newspaper=The Birmingham News|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 26, 2025}}</ref><!-- Wed --> WCAJ began broadcasting on channel 68 in 1986<ref name="Birm860131">{{Cite news|url=https://www.newspapers.com/article/the-birmingham-news-channel-6-is-on-the/171324504/|date=January 31, 1986|page=4D|first=Dennis|last=Washburn|title=Channel 68 is on the air|newspaper=The Birmingham News|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Fri --> and changed [[call sign]]s to [[WABM]] in 1991.<ref name="Birm910314">{{Cite news|url=https://www.newspapers.com/article/the-birmingham-news-ratings-group-names/171324455/|date=March 14, 1991|page=5C|first=Alec|last=Harvey|title=Ratings group names most-taped shows|newspaper=The Birmingham News|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Thu -->

==Creation of ABC 33/40==
{{see|1994–1996 United States broadcast television realignment}}
On May 23, 1994, Fox announced a deal with [[New World Communications]] to switch the affiliations of 12 stations New World owned or was buying from various [[Big Three (American television)|Big Three]] networks to Fox. One of these was WBRC, which New World had agreed to purchase along with three other stations owned by Great American Communications earlier that month.<ref>{{Cite news |date=May 6, 1994 |title=Company News; Great American Selling Four Television Stations |url=https://www.nytimes.com/1994/05/06/business/company-news-great-american-selling-four-television-stations.html |url-status=live |archive-url=https://web.archive.org/web/20160305150221/http://www.nytimes.com/1994/05/06/business/company-news-great-american-selling-four-television-stations.html |archive-date=March 5, 2016 |access-date=December 23, 2015 |newspaper=The New York Times}}</ref><ref name="nytbusinessdigest22">{{cite news |last=Carter |first=Bill |date=May 24, 1994 |title=Fox Will Sign Up 12 New Stations; Takes 8 from CBS |newspaper=The New York Times |url=https://www.nytimes.com/1994/05/24/us/fox-will-sign-up-12-new-stations-takes-8-from-cbs.html?pagewanted=4 |url-status=live |access-date=October 22, 2012 |archive-url=https://web.archive.org/web/20170625021414/http://www.nytimes.com/1994/05/24/us/fox-will-sign-up-12-new-stations-takes-8-from-cbs.html?pagewanted=4 |archive-date=June 25, 2017}}</ref> The result was that ABC needed a new affiliate in the Birmingham television market and WTTO no longer had a network affiliation.<ref name="BirmPH940524">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-fox-tries-to-swit/98939318/|date=May 24, 1994|page=A1|first=David|last=Rynecki|title=Fox tries to switch channels|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 26, 2025}}</ref><!-- Tue --> Fox also maintained affiliates in western Alabama ([[WDBB]], channel 17 in Tuscaloosa) and eastern Alabama ([[WPXH-TV|WNAL]], channel 44 in Gadsden).{{r|Birm950920}}

At the time of the switch, experts predicted one of two outcomes: WTTO would become an ABC affiliate, or ABC, concerned about moving to a UHF station, would sign WVTM-TV, leaving WTTO to affiliate with NBC.<ref name="BirmN940524">{{Cite news|url=https://www.newspapers.com/article/the-birmingham-news-fox-switch-will-cha/171118749/|date=May 24, 1994|pages=1A, [https://www.newspapers.com/article/the-birmingham-news-fox/171118736/ 12A]|first=Bob|last=Carlton|title=Fox switch 'will change landscape' of television|newspaper=The Birmingham News|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 26, 2025}}</ref><!-- Tue --> In Birmingham, the acquisition of WBRC had another consequence. New World had an option to buy WVTM-TV as part of its purchase of [[Argyle Television]] but could not own both stations at once and, in January 1995, prepared to exercise the WVTM option by placing WBRC and [[WGHP]] in [[High Point, North Carolina]], into a blind trust.<ref name="Birm950118">{{Cite news|url=https://www.newspapers.com/article/the-birmingham-news-wbrc-tv-for-sale-aga/171118858/|date=January 18, 1995|pages=4D, [https://www.newspapers.com/article/the-birmingham-news-channel-6/171118878/ 8D]|first=Alec|last=Harvey|title=WBRC-TV for sale again after 3 months with new owner|newspaper=The Birmingham News|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 26, 2025}}</ref><!-- Wed --> Three months later, [[Fox Television Stations]] acquired WBRC-TV and WGHP.<ref name="Birm950419">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-local-television/171118899/|date=April 19, 1995|page=G1|first=Darin|last=Powell|title=Local television stations playing musical networks|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 26, 2025}}</ref><!-- Wed -->

In the meantime, ABC examined its options for a new affiliate to serve Birmingham. With WVTM-TV and WBMG in long-term contracts with their existing networks, the network had multiple options, which included the three Fox affiliates and WABM. By this time, WABM was operated under a [[local marketing agreement]] by [[Sinclair Broadcast Group]], owner of WTTO.<ref name="Birm950920">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-foxs-hunting-cha/99837474/|date=September 20, 1995|pages=A1, [https://www.newspapers.com/article/birmingham-post-herald-fox/99837531/ A8]|first=Jed|last=Graham|title=Fox's hunting changes plans|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 26, 2025|archive-date=December 20, 2023|archive-url=https://web.archive.org/web/20231220063728/https://www.newspapers.com/article/birmingham-post-herald-foxs-hunting-cha/99837474/|url-status=live}}</ref><!-- Wed --> In November 1995, Sinclair bought WDBB, with some observers questioning whether Sinclair was angling for the ABC affiliation.<ref name="Birm951111">{{Cite news|url=https://www.newspapers.com/article/the-birmingham-news-sinclair-to-buy-wdbb/171119011/|date=November 11, 1995|pages=5A, [https://www.newspapers.com/article/the-birmingham-news-wdbb/171119027/ 6A]|first=Alec|last=Harvey|title=Sinclair to buy WDBB; ABC link unclear|newspaper=The Birmingham News|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 26, 2025}}</ref><!-- Sat --> The network opted for neither of those stations. On November 14, 1995, ABC announced it had agreed with [[Allbritton Communications]] to buy WCFT and lease WNAL from Fant Broadcasting. The combination would replace WBRC as the Birmingham's ABC affiliate in 1996, once the affiliation contracts of WBRC and WCFT had run their course.<ref name="Birm951115">{{Cite news|url=https://www.newspapers.com/article/the-birmingham-news-citys-tv-dials-spin/171119083/|date=November 15, 1995|pages=1B, [https://www.newspapers.com/article/the-birmingham-news-tv/171119094/ 2B]|first=Alec|last=Harvey|title=City's TV dials spinning again: ABC relocates to Gadsden, Tuscaloosa|newspaper=The Birmingham News|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 26, 2025}}</ref><!-- Wed --> After Allbritton's deal to lease WNAL from Fant fell through, it reached a new deal to run WJSU for ten years.<ref name="Birm960104">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-networks-getting/98939420/|date=January 4, 1996|page=A9|first=Nick|last=Patterson|title=Networks getting the works|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 26, 2025}}</ref><!-- Thu --><ref name="BC19960108p51">{{Cite magazine |last=Rathbun |first=Elizabeth |date=January 8, 1996 |title=Allbritton takes another route to Birmingham |id={{ProQuest|225351332}} |url=https://worldradiohistory.com/Archive-BC/BC-1996/BC-1996-01-08.pdf |url-status=live |magazine=Broadcasting & Cable |volume=126 |issue=2 |page=51 |archive-url=https://web.archive.org/web/20230131025159/https://worldradiohistory.com/Archive-BC/BC-1996/BC-1996-01-08.pdf |archive-date=January 31, 2023 |access-date=April 30, 2023 |via=World Radio History}}</ref> WJSU had previously positioned itself for such a move by applying to relocate its tower closer to Birmingham,<ref name="Anni951119">{{Cite news|url=https://www.newspapers.com/article/the-anniston-star-affiliate-shuffle-won/99837766/|date=November 19, 1995|pages=1D, [https://www.newspapers.com/article/the-anniston-star-tv-shuffle/99837781/ 3D]|first=Frederick|last=Burger|title=Affiliate shuffle won't deter WJSU|newspaper=The Anniston Star|location=Anniston, Alabama|via=Newspapers.com|access-date=April 26, 2025}}</ref><!-- Sun --> while WCFT was approved for a new {{convert|2000|ft|m|adj=on}} transmission tower.<ref name="Birm960627">{{Cite news|url=https://www.newspapers.com/article/the-birmingham-news-abc-sure-it-can-cove/171119233/|date=June 27, 1996|page=7B|first=Alec|last=Harvey|title=ABC sure it can cover area with tower, power: ABC to be affiliated by 2 stations Sept. 1|newspaper=The Birmingham News|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 26, 2025}}</ref><!-- Thu --> From the start, Allbritton envisioned building a studio and news facility in the Birmingham area to serve the combined WCFT–WJSU operation, though the two stations already produced local news for their respective areas.{{r|Birm960104}} Construction began on a facility in the Birmingham suburb of [[Hoover, Alabama|Hoover]], for the new Alabama's ABC 33/40.{{r|Birm960807}}

ABC 33/40 began broadcasting as the ABC affiliate for Birmingham, Tuscaloosa, and Anniston on September 1, 1996.{{r|Birm960901}} However, some viewers, particularly in [[Shelby County, Alabama|Shelby]] and [[St. Clair County, Alabama|St. Clair]] counties—including the studio at Hoover—and south and east of Birmingham, struggled to receive an adequate signal from either transmitter.<ref name="Birm961231">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-reception-is-an-i/171324910/|date=December 31, 1996|pages=D1, [https://www.newspapers.com/article/birmingham-post-herald-issue/171324892/ D2]|first=Bob|last=Johnson|title=Reception is an issue for bowl fans|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Tue --> In October 1997, WJSU-TV's transmitter was moved from Blue Mountain near Anniston to Bald Rock Mountain, near [[Leeds, Alabama|Leeds]]. This solved some issues but created others in eastern Alabama.<ref name="Anni971018">{{Cite news|url=https://www.newspapers.com/article/the-anniston-star-snow-daze-signal-from/171325021/|date=October 18, 1997|pages=1A, [https://www.newspapers.com/article/the-anniston-star-tv/171325044/ 8A]|first=Elizabeth|last=Bluemink|title=Snow daze: Signal from new broadcast tower leaves some viewers out in the cold|newspaper=The Anniston Star|location=Anniston, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Sat -->

Within a year of launching, ABC 33/40 made national headlines. On April 30, 1997, it was the only ABC affiliate out of 223 stations that declined to screen "[[The Puppy Episode]]", an episode of the series ''[[Ellen (TV series)|Ellen]]'' in which [[Ellen DeGeneres]] came out as lesbian. General manager Jerry Heilman deemed the program unsuitable for family viewing, and ABC would not allow the program to be aired in a later time slot, so it opted not to air it at all.<ref name="Birm970411">{{Cite news|url=https://www.newspapers.com/article/the-birmingham-news-3340-apparently-fir/171325572/|date=April 11, 1997|pages=1A, [https://www.newspapers.com/article/the-birmingham-news-ellen/171325564/ 2A]|first=Scottie|last=Vickery|title=33/40 apparently first to refuse to air 'Ellen'|newspaper=The Birmingham News|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Fri --> The station's move put a national spotlight on the gay community in Alabama; Birmingham Pride secured the use of [[Boutwell Memorial Auditorium]] to screen the episode.<ref name="Birm970417">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-for-ratings-or-pr/171325595/|date=April 17, 1997|pages=B1, [https://www.newspapers.com/article/birmingham-post-herald-ellen/171325600/ B2]|first=Steve|last=Joynt|title=For ratings or program quality? Censorship of 'Ellen' examined|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Thu --> Some 2,500 people showed up, including national media outlets, as well as one of ABC 33/40's newscasters, Deborah Franklin, who called the decision "really embarrassing" for the station.<ref name="Birm970501">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-crowd-cheers-ell/171119692/|date=May 1, 1997|pages=B1, [https://www.newspapers.com/article/birmingham-post-herald-ellen/171119698/ B3]|first=Kathy|last=Kemp|title=Crowd cheers 'Ellen': 33/40 newscaster raps station|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Thu --> By this time, the WBMA call sign was in use to promote the station;{{r|Birm970501}} Allbritton acquired<ref>{{Cite web|url=https://enterpriseefiling.fcc.gov/dataentry/views/public/assignmentDraftCopy?displayType=html&appKey=62f24f5c329b4fd785a5c1b6063ebeb7&id=62f24f5c329b4fd785a5c1b6063ebeb7&goBack=N|title=Assignments (BALTTL-19970513IB)|date=May 13, 1997|website=Licensing and Management System|publisher=Federal Communications Commission}}</ref> W58CK, a low-power station owned by Shirley H. James,<ref>{{Cite book|url=https://www.worldradiohistory.com/Archive-BC-YB/1997-TV-Factbook/Television-Factbook-1997-ALL-OTHER.pdf#page=187|chapter=Low Power Television Stations|title=Television Factbook|date=1997|page=B-1|archive-date=April 2, 2025|access-date=May 27, 2025|archive-url=https://web.archive.org/web/20250402234302/https://www.worldradiohistory.com/Archive-BC-YB/1997-TV-Factbook/Television-Factbook-1997-ALL-OTHER.pdf#page=187|url-status=live}}</ref> which changed its call sign to WBMA-LP later that year.<ref>{{Cite web |title=WBMA-LD |url=https://fccdata.org/?facid=&ccode=1&city=&state=&country=US&zip=&arn=&party=&lmspf=&lmspl=&party_type=LICEN&latd=&lond=&lang=en&call=WBMA |access-date=May 21, 2025 |website=fccdata.org |publisher=REC Networks}}</ref>

In June 1998, ABC parent [[The Walt Disney Company]] entered into negotiations to purchase the eight Allbritton stations and the LMAs with WJSU-TV and [[WJXX]] serving [[Jacksonville, Florida]], reportedly offering the company more than $1 billion to acquire them.<ref>{{cite web|title=Disney in Talks to Buy WJLA; ABC Would Take Over Allbritton's Television Empire|url=https://www.highbeam.com/doc/1P2-652595.html|archive-url=https://web.archive.org/web/20121114093338/http://www.highbeam.com/doc/1P2-652595.html|url-status=dead|archive-date=November 14, 2012|first1=Jerry|last1=Knight|first2=Paul|last2=Farhi|newspaper=[[The Washington Post]]|date=June 17, 1998|access-date=November 30, 2015}}</ref><ref>{{cite web|title=ABC dealing for Allbritton's TVs|url=https://www.highbeam.com/doc/1G1-20849938.html|archive-url=https://web.archive.org/web/20160220150631/https://www.highbeam.com/doc/1G1-20849938.html|url-status=dead|archive-date=February 20, 2016|first=Sara|last=Brown|periodical=Broadcasting & Cable|publisher=Cahners Business Information|date=June 22, 1998|access-date=November 30, 2015}}</ref> Negotiations between Disney and Allbritton broke down when the former dropped out of discussions to buy the stations the following month.<ref>{{cite web|title=Disney Ends Talks to Buy WJLA|url=https://www.highbeam.com/doc/1P2-667225.html|archive-url=https://web.archive.org/web/20140808120029/http://www.highbeam.com/doc/1P2-667225.html|url-status=dead|archive-date=August 8, 2014|first=Paul|last=Farhi|newspaper=The Washington Post|date=July 25, 1998|access-date=November 30, 2015}}</ref>

The consolidation of WCFT and WJSU in the Birmingham media market led [[Nielsen Media Research]] to collapse the previously separate Tuscaloosa and Anniston [[media market|Designated Market Areas]] in 1998, increasing the Birmingham market's population by 20 percent and moving it from the 51st- to the 39th-largest. By 2001, WBMA had established itself as a close second-place finisher to WBRC in local news ratings<ref name="Birm010901">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-vying-for-viewers/136948593/|date=September 1, 2001|page=C1|first=Robin|last=Clemow|title=Vying for viewers: After '96 switch, TV market more competitive than ever|newspaper=The Birmingham News and Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 29, 2025|archive-date=December 20, 2023|archive-url=https://web.archive.org/web/20231220064305/https://www.newspapers.com/article/birmingham-post-herald-vying-for-viewers/136948593/|url-status=live}}</ref><!-- Sat --> as WVTM slipped from second to third. Observers credited WBMA's entry into the market with making Birmingham TV news more competitive overall<ref name="Birm010714">{{Cite news|url=https://www.newspapers.com/article/the-birmingham-news-sweeps-not-so-sweet/171325804/|date=July 14, 2001|page=E1|first=Robin|last=Clemow|title=Sweeps not so sweet: As WVTM-13's slide continues, station plans on changes|newspaper=The Birmingham News and Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Sat --> and increasing the quantity and quality of local sports coverage.<ref name="Birm970630">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-anchors-away/171119732/|date=June 30, 1997|pages=C1, [https://www.newspapers.com/article/birmingham-post-herald-tv/171119740/ C2]|first=Tim|last=Stephens|title=Anchors away|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Mon -->

Between May 26, 2008, and March 23, 2009, Nielsen Media Research mistakenly undercounted viewership for WBMA+ (the line-item for viewership of all transmitters broadcasting ABC 33/40). Due to what the company later described as a "procedural error", it failed to account for viewership accruing from the stations' digital signals, which were used to feed cable and satellite providers in the market, only recording viewership from the analog signals. As a result, viewership figures for ABC 33/40 were reported as less than half of what station management expected.<ref>{{cite web|title=Nielsen Shortchanges WBMA Birmingham|url=http://www.broadcastingcable.com/news/programming/nielsen-shortchanges-wbma-birmingham/34899?rssid=20065|first=Michael|last=Malone|periodical=Broadcasting & Cable|publisher=Reed Business Information|date=June 4, 2009}}</ref> Nielsen continued to struggle with tabulating viewership for ABC 33/40 and other stations that were broadcast from multiple transmitters, resulting in reported unusual fluctuations in viewership, even within 15 minutes, and a week in January 2010 when it underreported ratings for WBMA's prime time lineup.<ref>{{cite web|title=Birmingham's Nielsen Woes Continue|url=http://www.broadcastingcable.com/news/local-tv/birmingham%E2%80%99s-nielsen-woes-continue/42238|first=Michael|last=Malone|periodical=Broadcasting & Cable|publisher=Reed Business Information|date=June 4, 2009}}{{Dead link|date=July 2025 |bot=InternetArchiveBot |fix-attempted=yes }}</ref>

==Acquisition by Sinclair Broadcast Group==
Allbritton announced the $985&nbsp;million sale of its television stations to Sinclair Broadcast Group on July 29, 2013.<ref name=wp-saletosinclair>{{cite news|title=Allbritton to sell 7 TV stations, including WJLA, to Sinclair for $985 million|url=https://www.washingtonpost.com/business/allbritton-to-sell-stations-to-sinclair-broadcast-group/2013/07/29/0ee746f2-f858-11e2-afc1-c850c6ee5af8_story.html|first1=Thomas|last1=Heath|first2=Debbi|last2=Wilgoren|newspaper=The Washington Post|date=July 29, 2013|access-date=July 29, 2013|archive-date=September 3, 2020|archive-url=https://web.archive.org/web/20200903170330/https://www.washingtonpost.com/business/allbritton-to-sell-stations-to-sinclair-broadcast-group/2013/07/29/0ee746f2-f858-11e2-afc1-c850c6ee5af8_story.html|url-status=live}}</ref> In the initial version of the deal, Sinclair intended to sell the license assets of its existing Birmingham stations, WTTO and WABM, to [[Deerfield Media]] and retain operational responsibilities for those stations through [[shared services]] and joint sales agreements.<ref name=tvnc-saletosinclair>{{cite web|title=Sinclair Buying Allbritton Stations For $985M|url=http://www.tvnewscheck.com/article/69268/sinclair-buying-allbritton-stations-for-985m|website=TVNewsCheck|publisher=NewsCheck Media|date=July 29, 2013|access-date=July 29, 2013|archive-date=October 13, 2015|archive-url=https://web.archive.org/web/20151013025025/http://www.tvnewscheck.com/article/69268/sinclair-buying-allbritton-stations-for-985m|url-status=live}}</ref>

The Allbritton–Sinclair transaction came under scrutiny for a year. On December 6, the FCC informed Sinclair that the deal needed to be amended or withdrawn, citing concerns in three overlap markets: [[Charleston, South Carolina]]; [[Harrisburg, Pennsylvania]]; and Birmingham. Its primary concern in Birmingham was the relationship between WTTO and WDBB, which Sinclair brokered. The commission believed that, in assigning WTTO to Deerfield, Sinclair would be breaking up a grandfathered local marketing agreement (LMA), in effect prior to 1996, causing it to no longer be grandfathered. This would make WDBB attributable to Sinclair for ownership purposes and thus make the transaction violate FCC ownership limits.<ref name=fcc-sinclairallbrittonlmas>{{cite web|title=Letter to Sinclair and Allbritton legal counsel|url=https://www.fcc.gov/ecfs/search/search-filings/filing/6017479608|first=Barbara A.|last=Kreisman|website=CDBS Public Access|publisher=[[Federal Communications Commission]]|access-date=December 8, 2013|format=PDF|date=December 6, 2013}}</ref> To address these and other ownership conflicts, on March 20, 2014, Sinclair and Allbritton revised the proposed transaction. It opted to retain WTTO, which would allow the WDBB LMA to continue; divest WABM to an independent buyer; and keep WBMA-LD, WCFT-TV, and WJSU-TV.<ref>{{cite web|title=Sinclair Offers to Sell Stations Ahead of FCC Decision|url=https://www.adweek.com/tvspy/sinclair-offers-to-sell-stations-ahead-of-fcc-decision/|first=Kevin|last=Eck|website=[[Mediabistro.com|TVSpy]]|publisher=[[Prometheus Global Media]]|date=March 21, 2014|access-date=March 21, 2014|archive-date=July 2, 2014|archive-url=https://web.archive.org/web/20140702133045/http://www.mediabistro.com/tvspy/sinclair-offers-to-sell-stations-ahead-of-fcc-decision_b117802|url-status=live}}</ref><ref>{{cite press release|title=Sinclair Proposes Restructuring Of Allbritton Transaction In Order To Meet Objections Of The Federal Communications Commission|url=https://online.wsj.com/article/PR-CO-20140320-913206.html|agency=[[PRNewswire]]|newspaper=[[The Wall Street Journal]]|publisher=[[News Corp (2013–present)|News Corp.]]|date=March 20, 2014|access-date=March 15, 2017|archive-date=July 15, 2014|archive-url=https://web.archive.org/web/20140715231029/http://online.wsj.com/article/PR-CO-20140320-913206.html|url-status=live}}</ref>

After two months, Sinclair was unable to identify an interested buyer for WABM. It instead proposed to keep WABM, move ABC 33/40 programming to one of its subchannels, and surrender the licenses of WCFT and WJSU to the FCC. It chose WABM because of what it deemed its superior technical facility.<ref name="b&c-wcftwjsuclosing?">{{cite news|title=Sinclair Proposes Surrendering Three Licenses to Get Allbritton Deal Done|url=http://www.broadcastingcable.com/news/washington/sinclair-proposes-surrendering-three-licenses-get-allbritton-deal-done/131458|first=John|last=Eggerton|periodical=Broadcasting & Cable|publisher=[[NewBay Media]]|date=May 29, 2014|access-date=May 30, 2014|archive-date=May 30, 2014|archive-url=https://web.archive.org/web/20140530041604/http://www.broadcastingcable.com/news/washington/sinclair-proposes-surrendering-three-licenses-get-allbritton-deal-done/131458|url-status=live}}</ref><ref name="tvnc-wcftwjsuclosing?">{{cite news|title=Sinclair Giving Up 3 Stations To Appease FCC|url=http://www.tvnewscheck.com/article/76663/sinclair-giving-up-3-stations-to-appease-fcc|first=Harry A.|last=Jessell|website=TVNewsCheck|publisher=NewsCheck Media|date=May 29, 2014|access-date=May 30, 2014}}</ref> After nearly a year of delays, Sinclair's deal to acquire Allbritton was approved by the FCC on July 24, 2014,<ref name="bandc-allbrittonapproved">{{cite web|title=FCC Approves Sinclair/Allbritton Deal|url=http://www.broadcastingcable.com/news/washington/fcc-approves-sinclairallbritton-deal/132692|first=John|last=Eggerton|periodical=Broadcasting & Cable|publisher=NewBay Media|date=July 24, 2014|access-date=July 24, 2014|archive-date=September 3, 2020|archive-url=https://web.archive.org/web/20200903170326/https://www.nexttv.com/news/fcc-approves-sinclairallbritton-deal-132692|url-status=live}}</ref> and was completed on August 1.<ref>{{cite web|title=Sinclair's Deal For Allbritton Closes|url=http://broadcastingcable.com/news/local-tv/sinclair-s-deal-allbritton-closes/132894|first=Michael|last=Malone|periodical=Broadcasting & Cable|publisher=NewBay Media|date=August 1, 2014|access-date=August 4, 2014|archive-date=August 8, 2014|archive-url=https://web.archive.org/web/20140808045332/http://broadcastingcable.com/news/local-tv/sinclair-s-deal-allbritton-closes/132894|url-status=live}}</ref> Instead of surrendering the WCFT-TV and WJSU-TV facilities, as initially planned, they were sold to [[Howard Stirk Holdings]] in transactions in 2014 and 2015 under which only the transmitter facility and license were sold.<ref>{{Cite web|url=https://enterpriseefiling.fcc.gov/dataentry/views/public/assignmentDraftCopy?displayType=html&appKey=6ef4f1a8e96f45cd8454c1b6063ebeb7&id=6ef4f1a8e96f45cd8454c1b6063ebeb7&goBack=N|website=Licensing and Management System|publisher=[[Federal Communications Commission]]|title=Assignment BALCDT-20140924ACS|date=September 24, 2014|access-date=May 27, 2025|archive-date=April 10, 2023|archive-url=https://web.archive.org/web/20230410081326/https://enterpriseefiling.fcc.gov/dataentry/views/public/assignmentDraftCopy?displayType=html&appKey=6ef4f1a8e96f45cd8454c1b6063ebeb7&id=6ef4f1a8e96f45cd8454c1b6063ebeb7&goBack=N|url-status=live}}</ref><ref>{{Cite news|date=October 7, 2014 |title=Station Trading Roundup: 4 Deals, $10M |url=https://tvnewscheck.com/uncategorized/article/station-trading-roundup-4-deals-10m/ |access-date=May 27, 2025 |work=TVNewsCheck |language=en-US}}</ref>

On September 18, 2014, ABC 33/40 was added to the [[multiplex (television)|multiplexes]] of WDBB and WABM (as 17.2 and 68.2).<ref name=wbma-movetowabm>{{cite news|title=Use an antenna to pick up ABC 33/40? Important info here|url=http://www.abc3340.com/story/26506234/use-an-antenna-to-pick-up-abc-3340-important-info-here|website=WBMA-LD|publisher=Sinclair Broadcast Group|access-date=September 30, 2014|url-status=dead|archive-url=https://web.archive.org/web/20141006101157/http://www.abc3340.com/story/26506234/use-an-antenna-to-pick-up-abc-3340-important-info-here|archive-date=October 6, 2014}}</ref> These high-power stations and WBMA-LD became the sole source of ABC 33/40 programming over the air, leaving over-the-air viewers in eastern Alabama dependent on the WJSU transmitter without the station's programming.<ref name="Anni141102">{{Cite news|url=https://www.newspapers.com/article/the-anniston-star-some-viewers-left-with/173220818/|date=November 2, 2014|page=4B|first=Laura|last=Gaddy|title=Some viewers left without ABC 33/40 signal|newspaper=The Anniston Star|location=Anniston, Alabama|via=Newspapers.com|access-date=May 27, 2025}}</ref><!-- Sun --> By the end of 2014, subchannel 40.2 of WJSU (now [[WGWW]]) was re-added.<ref name=wbma-movetowabm-2>{{cite news|title=Use an antenna to pick up ABC 33/40? Important info here|url=http://www.abc3340.com/story/26506234/use-an-antenna-to-pick-up-abc-3340-important-info-here|website=WBMA-LD|publisher=Sinclair Broadcast Group|access-date=September 30, 2014|url-status=dead|archive-url=https://web.archive.org/web/20141228104738/http://www.abc3340.com/story/26506234/use-an-antenna-to-pick-up-abc-3340-important-info-here|archive-date=December 28, 2014}}</ref>

==News operation==
In parallel with the construction of new studios, a new news team was assembled. Portions of the separate WCFT and WJSU news operations were retained as news bureaus and to provide cut-ins of area-specific news on local cable systems;{{r|Birm960807}}<ref name="Anni960829">{{Cite news|url=https://www.newspapers.com/article/the-anniston-star-flipping-channels-com/99838038/|date=August 29, 1996|pages=1B, [https://www.newspapers.com/article/the-anniston-star-channels/99838060/ 3B]|first=Mike|last=Stedham|title=Flipping Channels: Come Sunday, channel surfers will enter uncharted waters|newspaper=The Anniston Star|location=Anniston, Alabama|via=Newspapers.com|access-date=April 26, 2025}}</ref><!-- Thu --> for instance, ABC 33/40 had six people in news in Tuscaloosa compared to the 20-person WCFT news department.<ref>{{cite news|url=https://books.google.com/books?id=dz0dAAAAIBAJ&dq=%22ABC+33+40%22&pg=PA34&article_id=6262,3675800|work=The Tuscaloosa News|pages=1E, 3E|title=Musical chairs of TV news|first=Max|last=Heine|date=July 20, 1996}}</ref> However, Allbritton sought to compete in the Birmingham area: it offered the highest wages of any station in the market and succeeded in attracting top talent. Multiple on-air talent came from WBRC, the Birmingham market news leader.<ref name="Birm960807">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-station-hopes-to/98939489/|date=August 7, 1996|pages=A1, [https://www.newspapers.com/article/birmingham-post-herald-station/98939511/ A7]|first=Steve|last=Joynt|title=Station hopes to make waves|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 26, 2025}}</ref><!-- Wed --> The two highest-profile departures were Brenda Ladun, a popular anchor and reporter at WBRC, and meteorologist [[James Spann]]. Ladun had spent eight years with WBRC before departing in July 1996 and suing the station for discrimination and sexual harassment charges.<ref name="Birm960803">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-brenda-ladun-sues/124162613/|date=August 3, 1996|pages=6A, [https://www.newspapers.com/article/birmingham-post-herald-brenda-ladun-sues/124162824/ 7A]|first=Alec|last=Harvey|title=Brenda Ladun sues Channel 6, claiming discrimination, harassment|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Sat --> Spann's departure was directly tied to the affiliation switch: he sued WBRC to get out of his employment contract, disclosing that he felt Fox programming went against his religious beliefs and that he would not permit his son to watch Fox.<ref name="Birm960712">{{Cite news|url=https://www.newspapers.com/article/the-birmingham-news-spann-doesnt-like-f/171119572/|date=July 12, 1996|page=1B|first=Jannell|last=McGrew|title=Spann doesn't like Fox, sues to leave WBRC|newspaper=The Birmingham News|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Fri -->
[[File:Gary Palmer on ABC 3340 02.jpg|thumb|alt=Refer to caption|Pam Huff in the ABC 33/40 studio with Congressman [[Gary Palmer (politician)|Gary Palmer]] in 2020. Huff joined the WBMA staff in 1997.]]
ABC 33/40 began airing newscasts on its first day on air, September 1, 1996. offered a 90-minute morning newscast and weekday news at noon, 5, 6, and 10 p.m., plus early and late evening news on weekends.<ref name="Birm960901">{{Cite news|url=https://www.newspapers.com/article/the-birmingham-news-whos-who-in-news-br/171324655/|date=September 1, 1996|page=7E|first=Alec|last=Harvey|title=Who's who in news broadcasts at post-switch stations 33/40, 6|newspaper=The Birmingham News|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Sun --> Founding news director Garry Kelly insisted that the station have all its newscasts ready by launch.{{r|Birm050118}} Two former WCFT anchors joined the new ABC 33/40 operation.<ref name="Birm960830">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-new-station-arriv/171324711/|date=August 30, 1996|pages=E1, [https://www.newspapers.com/article/birmingham-post-herald-station/171324719/ E2]|first=Steve|last=Joynt|title=New station arrives with Sunday morning|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Fri --> With lawsuits between Fox and Allbritton still pending, Ladun and Spann made their ABC 33/40 debuts on October 7.<ref name="Birm961011">{{Cite news|url=https://www.newspapers.com/article/the-birmingham-news-channel-6-loses-roun/171119557/|date=October 11, 1996|page=1C|first=Alec|last=Harvey|title=Channel 6 loses round to Ladun, Spann|newspaper=The Birmingham News|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Fri --> In the first Birmingham ratings survey since its launch, ABC 33/40 placed third among the market's four news stations, taking viewers away from WBRC.<ref name="Birm961219">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-ratings-game-tv/100516823/|date=December 19, 1996|page=A1|first=Darin|last=Powell|title=Ratings game: TV shakeup leaves market competitive|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Thu --> In April 1997, ABC 33/40 hired Pam Huff, formerly of WVTM-TV, to anchor its ''Good Morning Alabama'' newscast.<ref name="Birm970403">{{Cite news|url=https://www.newspapers.com/article/the-birmingham-news-pam-huff-returning-t/171325554/|date=April 3, 1997|pages=1A, [https://www.newspapers.com/article/the-birmingham-news-pam-huff/171325547/ 2A]|title=Pam Huff returning to TV on 'Good Morning Alabama'|newspaper=The Birmingham News|location=Birmingham, Alabama|via=Newspapers.com|access-date=April 29, 2025}}</ref><!-- Thu -->

WBMA became a second-place competitor with WBRC and, at times, WVTM in the Birmingham market over the course of the 2000s, though it lost the lead it had enjoyed for a time with its early evening newscasts.<ref>{{Cite news|title=Birmingham, Ala.|work=Mediaweek|first=Eileen|last=Davis Hudson|date=July 10, 2000|pages=16–24|id={{ProQuest|213664778}} }}</ref><ref>{{Cite news|title=Birmingham, Ala.|work=Mediaweek|first=Eileen|last=Davis Hudson|date=November 11, 2002|pages=12–16|id={{ProQuest|213640243}} }}</ref><ref>{{Cite news|title=Birmingham, Ala.|work=Mediaweek|first=Eileen|last=Davis Hudson|date=January 5, 2004|pages=9–12|id={{ProQuest|213665210}} }}</ref> In November 2004's Nielsen ratings, WBMA placed first in the 5, 6, and 10 p.m. time slots for the first time in its history.<ref name="Birm050118">{{Cite news|url=https://www.newspapers.com/article/birmingham-post-herald-news-director-ach/173227332/|date=January 18, 2005|pages=B5, [https://www.newspapers.com/article/birmingham-post-herald-ratings/173227364/ B6]|first=Robin|last=Oliver|title=News director achieves success: ABC 33/40 scores top spot in p.m. slots|newspaper=Birmingham Post-Herald|location=Birmingham, Alabama|via=Newspapers.com|access-date=May 27, 2025}}</ref><!-- Tue --> The station debuted a 4 p.m. newscast in 2011.<ref name="bhamnews-poteaurejoinsabc3340">{{cite news|title=Maggie Poteau rejoins Birmingham's ABC 33/40; Pam Huff leaves mornings to begin afternoon show|url=http://blog.al.com/bob-carlton/2011/07/maggie_poteau_rejoins_birmingh.html|first=Bob|last=Carlton|newspaper=[[The Birmingham News]]|publisher=[[Advance Publications|Alabama Media Group]]|date=July 26, 2011|access-date=December 12, 2015|archive-date=December 22, 2015|archive-url=https://web.archive.org/web/20151222122147/http://blog.al.com/bob-carlton/2011/07/maggie_poteau_rejoins_birmingh.html|url-status=live}}</ref> In November 2010, WBMA beat WBRC in prime time and 6 and 10 p.m. news;<ref>{{Cite news |last=Malone |first=Michael |date=February 21, 2011 |title=The Tide Is Turning |url=https://www.nexttv.com/news/tide-turning-42752 |access-date=May 27, 2025 |work=Broadcasting & Cable |language=en |archive-date=December 5, 2021 |archive-url=https://web.archive.org/web/20211205052436/https://www.nexttv.com/news/tide-turning-42752 |url-status=live }}</ref> By 2023, it had slipped to third in late news, behind WVTM and well behind a dominant WBRC.<ref>{{Cite news |last=Malone |first=Michael |date=June 12, 2023 |title=Local News Close-Up: Birmingham Stations Make a Little Magic |url=https://www.nexttv.com/news/local-news-birmingham-stations-make-a-little-magic |access-date=May 27, 2025 |website=Broadcasting & Cable |language=en |archive-date=February 17, 2025 |archive-url=https://web.archive.org/web/20250217114339/https://www.nexttv.com/news/local-news-birmingham-stations-make-a-little-magic |url-status=live }}</ref>
== Stations ==
{{GeoGroup}}
ABC 33/40 currently broadcasts in the Birmingham, Anniston and Tuscaloosa media market, and originates over WBMA-LD, a low-power station licensed to Birmingham with transmitter located atop [[Red Mountain (Birmingham)|Red Mountain]]. ABC 33/40 is also rebroadcast over the following stations, all of which air ABC 33/40 on their second subchannel and James Spann 24/7 Weather on their third subchannel. For further information on WABM, WDBB and WGWW, see their respective articles.
{| class="wikitable"
|+ ABC 33/40 primary station and satellites<ref>{{Cite web |title=Facility Technical Data for WBMA-LD |url=https://enterpriseefiling.fcc.gov/dataentry/public/tv/publicFacilityTechDetails.html?facilityId=60214&applicationId=25076f9173bb7f0d0173c048f4a407c8 |website=Licensing and Management System |publisher=[[Federal Communications Commission]]}}</ref><ref>{{unbulleted list citebundle|{{cite web|title=RabbitEars TV Query for WABM|url=http://www.rabbitears.info/market.php?request=station_search&callsign=WABM#station|website=RabbitEars|access-date=November 25, 2015}}|{{cite web|title=RabbitEars TV Query for WDBB|url=http://www.rabbitears.info/market.php?request=station_search&callsign=WDBB#station|website=RabbitEars|access-date=November 25, 2015|archive-date=December 22, 2015|archive-url=https://web.archive.org/web/20151222140658/http://www.rabbitears.info/market.php?request=station_search&callsign=WDBB#station|url-status=live}}|{{cite web|title=RabbitEars TV Query for WGWW|url=http://www.rabbitears.info/market.php?request=station_search&callsign=WGWW#station|website=RabbitEars|access-date=November 25, 2015|archive-date=December 22, 2015|archive-url=https://web.archive.org/web/20151222090532/http://www.rabbitears.info/market.php?request=station_search&callsign=WGWW#station|url-status=live}}}}</ref>
! scope = "col" | Station
! scope = "col" | [[City of license]]
! scope = "col" | [[Channel (broadcasting)|Channel]]
! scope = "col" | [[Facility ID|{{abbr|FID|Facility ID}}]]
! scope = "col" | [[Effective radiated power|{{abbr|ERP|Effective radiated power}}]]
! scope = "col" | [[Height above average terrain|{{abbr|HAAT|Height above average terrain}}]]
! scope = "col" | Transmitter coordinates
! scope = "col" | First air date
! scope = "col" | Public license<br>information
|-
! scope="row" | WBMA-LD
| [[Birmingham, Alabama|Birmingham]] || 32 || 60214 || 15&nbsp;kW || {{convert|244.1|m|ft|0|abbr=on}} || {{coord|33|26|28|N|86|53|2|W|type:landmark_scale:2000|name=WBMA-LD}} ||{{Circa|May 1997}} || {{FCC-LMS-Facility|60214|3=LMS}}
|-
! scope="row" | [[WABM]]-DT2
| [[Birmingham, Alabama|Birmingham]]|| 20 || 16820 || 1,000&nbsp;kW || {{convert|401|m|ft|0|abbr=on}} || {{Coord|33|29|4.8|N|86|48|25.2|W|type:landmark_scale:2000|name=WABM-DT2}} || {{dts|1986|1|31}} || {{ubl|{{FCC-TV-Station-profile|WABM|Public file}}|{{FCC-LMS-Facility|16820|3=LMS}}}}
|-
! scope="row" | [[WDBB]]-DT2
| [[Bessemer, Alabama|Bessemer]]|| 14 || 71325 || 675&nbsp;kW || {{convert|637|m|ft|0|abbr=on}} || {{coord|33|28|48|N|87|25|50|W|type:landmark_scale:2000|name=WDBB-DT2}} || {{dts|1984|10|8}} || {{ubl|{{FCC-TV-Station-profile|WDBB|Public file}}|{{FCC-LMS-Facility|71325|3=LMS}}}}
|-
! scope="row" | [[WGWW]]-DT2
| [[Anniston, Alabama|Anniston]] || 9 || 56642 || 15.6&nbsp;kW || {{convert|359|m|ft|0|abbr=on}} || {{coord|33|36|24|N|86|25|3|W|type:landmark_scale:2000|name=WGWW-DT2}} || {{dts|1969|10|26}} || {{ubl|{{FCC-TV-Station-profile|WGWW|Public file}}|{{FCC-LMS-Facility|56642|3=LMS}}}}
|}

=== Subchannels ===
{{see also|WABM#Subchannels|WDBB#Subchannels|WGWW#Subchannels}}
WBMA-LD's signal carries the following [[Multiplex (TV)|multiplexed]] lineup:
{| class="wikitable"
|+Subchannels of WBMA-LD<ref>{{cite web|title=RabbitEars TV Query for WBMA|url=http://www.rabbitears.info/market.php?request=station_search&callsign=WBMA#station|website=[[RabbitEars]]|access-date=November 25, 2015|archive-date=December 22, 2015|archive-url=https://web.archive.org/web/20151222122339/http://www.rabbitears.info/market.php?request=station_search&callsign=WBMA#station|url-status=live}}</ref>
! scope="col" |[[Digital subchannel#United States|Channel]]
! scope="col" |[[Display resolution|Res.]]
! scope="col" |[[Aspect ratio (image)|Aspect]]
! scope="col" |Short name
! scope="col" |Programming
|-
! scope="col" | 58.1 
| [[720p]] || [[16:9]] || WBMA-1 || [[American Broadcasting Company|ABC]]
|-
! scope="col" | 58.2 
| rowspan="3"|[[480i]] || rowspan="3"|[[4:3]] || WBMA-2 || [[James Spann]] 24/7 Weather
|-
! scope="col" | 58.3 
| WBMA-3 || [[The Nest (TV network)|The Nest]]
|-
! scope="col" | 58.4 
| Charge! || [[Charge! (TV network)|Charge!]]
|}

{{Maplink|frame=yes|frame-width=650|frame-align=left|frame-height=500|raw={{Wikipedia:Map data/WBMA-LD}}|text={{ubl|Grade A signal contours for WBMA-LD (channel 58), and all associated translators and satellites.|{{legend-col |thumb size=wide|{{legend|#313f85|WBMA-LD 58.1 Birmingham, AL}} {{legend|#2a8ebf|WABM-DT2 68.2 Birmingham, AL}} ||{{legend|#ff4500|WDBB-DT2 17.2 Bessemer, AL}} |{{legend|#bf212b|WGWW-DT2 40.2 Anniston, AL}} }}}}}}{{clear}}

==References==
{{reflist|30em}}

==External links==
{{commons category}}

{{Birmingham TV}}
{{Alabama TV}}
{{SBGI}}

[[Category:1996 establishments in Alabama]]
[[Category:American Broadcasting Company affiliates]]
[[Category:Hoover, Alabama]]
[[Category:Sinclair Broadcast Group]]
[[Category:Television channels and stations established in 1996]]
[[Category:Television stations in Birmingham, Alabama]]