WBME-CD

WBME-CD is a low-power Class A television station serving the Milwaukee, Wisconsin, television market. The station is owned by Weigel Broadcasting and primarily carries MeTV, Weigel's classic-television network. Because its over-the-air low-power signal does not cover the entire southeastern Wisconsin market, MeTV is also distributed through a widescreen standard-definition simulcast on WDJT-TV's second digital subchannel, channel 58.2. The station's terrestrial transmitter is located in Milwaukee's Lincoln Park, while its studios are shared with other Weigel stations at the Renaissance Center office complex in West Allis. The station traces its operational history to low-power translator facilities established in the early 1980s. It initially operated as W55AS on UHF channel 55 and moved to channel 65 as W65BT by 1989. From its launch, it was owned by Weigel Broadcasting. Early programming included a full-time relay of Chicago sister station WCIU-TV during the daytime, including the Stock Market Observer business-news block produced by WCIU, while evenings and overnight hours were filled with home shopping, infomercials, religious programs, Spanish-language programming and inexpensive syndicated or public-domain material. Limited cable carriage and competition from better-established Milwaukee stations restricted its early audience. The station moved to channel 41 in September 2000 under the call sign W41CI and adopted the on-air identity TV-41. Its schedule initially combined financial programming from the WebFN service, entertainment programming, America One network content and local news updates produced by WDJT-TV. In late 2001, the station obtained low-power status and adopted the WMLW-LP call sign. During 2002, after WebFN ceased operations following the dot-com crash, Weigel repositioned the station as a full-day independent outlet. It expanded its syndicated schedule and pursued local sports rights, especially high-school and other Milwaukee-area events, as a means of differentiating the station and encouraging cable operators to carry it. Cable carriage became a major strategic issue. Charter Communications eventually placed WMLW on its basic lineup, while Time Warner Cable initially carried it only on a digital tier. Weigel promoted the station and its WIAA high-school basketball coverage through its other media outlets and local publicity, encouraging viewers to request broader carriage. A later agreement connected to retransmission-consent negotiations for WDJT moved WMLW onto Time Warner Cable's basic service in southeastern Wisconsin in 2003. This substantially improved the station's market reach. The station's identity and programming changed again in 2012. On August 7 of that year, WBME and WMLW exchanged channel positions and programming. The MeTV service and WBME call identity moved from full-power channel 49 to the low-power channel 41 facility, while the WMLW programming operation moved to channel 49. The move allowed WMLW to use a full-power signal and broadcast in high definition, while WBME's MeTV programming was distributed through WDJT's 58.2 simulcast to preserve market-wide coverage. WBME adopted the digital call sign WBME-CD in January 2013. Additional spectrum changes in January 2018 relocated WMLW's programming to capacity associated with WBME-CD's channel space. MeTV remained on WBME-CD's primary channel, while other Weigel services were reassigned among the group's local digital signals. WBME-CD also participated in local promotion of MeTV FM after Milwaukee radio station WMYX-FM began carrying the MeTV FM format on an HD Radio subchannel in 2018. Technically, WBME-CD shifted from an earlier VHF digital operation to UHF channel 24, received Class A authorization, later used a 16:9 presentation for its main and simulcast signals, and began transmitting in a 720p high-definition format in January 2018. The station remains an active local outlet built around MeTV programming and Weigel's broader Milwaukee broadcast portfolio.

WBME-CD developed from a succession of Weigel Broadcasting low-power translator operations in Milwaukee. The earliest identified facility operated as W55AS on channel 55 in the early 1980s. By 1989 it had moved to channel 65 and operated as W65BT. The station was created as part of Weigel's effort to establish a Milwaukee presence, initially relying on a microwave-fed relay of WCIU-TV from Chicago. Daytime programming included WCIU-produced financial material, particularly the Stock Market Observer business block, while the remaining schedule consisted of home-shopping programming, infomercials, religious shows, Spanish-language programming and inexpensive films or other low-cost content. The station's limited signal and weak cable distribution kept its early audience small. Its role became more important to Weigel as the company expanded WDJT-TV and pursued a larger Milwaukee station portfolio. In 1999, Weigel obtained construction permits associated with the relocation of its low-power facilities and the construction of a consolidated transmitter operation at Lincoln Park. Programming moved from channel 65 to channel 41 in September 2000 under the W41CI call sign, with the TV-41 identity. The schedule included WebFN financial news, entertainment programming, America One content and local news updates produced by WDJT. In 2001, the channel received low-power status and adopted the WMLW-LP call sign. In 2002, the collapse of the WebFN venture freed the station's principal daytime block, allowing Weigel to build a more conventional independent schedule. The station became a true independent outlet, adding syndicated programs and seeking local sports rights. Weigel viewed sports, including WIAA high-school basketball coverage, as a way to create viewer demand and persuade cable providers to distribute a station that did not have the coverage of a full-power facility. Cable operators initially resisted. Charter Communications later added WMLW to its basic service, but Time Warner Cable first carried it only digitally. Weigel promoted the issue on WDJT and in local newspapers, encouraging viewers to contact the cable companies. A subsequent arrangement reached during retransmission-consent negotiations for WDJT brought WMLW to Time Warner Cable's basic lineup in the fall of 2003. The improved distribution made the station a more significant Milwaukee outlet. The station carried additional syndicated and children's programming during its WMLW period. Fox's 4Kids TV block moved there in 2004 after WCGV-TV stopped carrying Fox children's programming. WMLW and WITI declined to carry the paid-programming block that replaced 4Kids TV after that block ended in 2008. The station also developed local branding, including a jingle associated with Milwaukee musician Pat McCurdy. A major structural change occurred on August 7, 2012, when WBME and WMLW exchanged channel facilities and programming identities. WBME and MeTV moved from full-power channel 49 to channel 41, while WMLW moved to the full-power channel 49 license. This gave WMLW the ability to broadcast in high definition. Because channel 41 was low-power, MeTV was also carried on WDJT-TV's second digital subchannel, 58.2, which provided the principal market-wide signal for cable, satellite and viewers beyond the low-power facility's coverage area. The WBME call sign was subsequently changed to WBME-CD in January 2013. WBME-CD's digital technical history includes a short-lived VHF operation on channel 13, launched under the WMLW-LD identity in December 2007. Coverage limitations and potential interference involving an out-of-market station made that arrangement unsuitable for broad reception. The station later moved to UHF channel 24 after receiving FCC approval, and the facility received Class A status. In 2016, WBME-CD and its 58.2 simulcast adopted a 16:9 presentation even though much of MeTV's library remained in 4:3 format. In January 2018, the channel 41 transmission was upgraded to a 720p high-definition presentation. Another local spectrum rearrangement took place in January 2018 after Weigel sold WMLW's spectrum in the 2016 FCC incentive auction. WMLW programming moved into channel capacity associated with WBME-CD, while MeTV remained on 41.1. Other Weigel services, including Decades, WYTU-LD's market-wide simulcast and This TV, were redistributed among the group's local digital signals. In August 2018, WBME-CD was also linked in local promotion with MeTV FM, which began broadcasting through WMYX-FM's second HD Radio channel. WBME-CD continues to operate as Weigel's Milwaukee MeTV station, combining its own low-power transmission with broader digital-subchannel distribution.

• 2018

  Spectrum rearrangement and HD presentation

  [1]WBME-CDen.wikipedia.org

  WMLW programming moves into WBME-CD-associated channel capacity, while the channel 41 signal adopts a 720p high-definition presentation.

• 2016

  16:9 presentation adopted

  [1]WBME-CDen.wikipedia.org

  WBME-CD and its WDJT simulcast begin using a 16:9 presentation for regular transmission.

• 2013

  WBME-CD call sign becomes official

  [1]WBME-CDen.wikipedia.org

  The station's call sign changes officially to WBME-CD.

• 2012

  WBME and WMLW swap channel facilities

  [1]WBME-CDen.wikipedia.org

  MeTV and WBME move to low-power channel 41, while WMLW moves to full-power channel 49; WDJT's 58.2 subchannel preserves broad MeTV distribution.

• 2007

  Digital operation launches on channel 13

  [1]WBME-CDen.wikipedia.org

  The station begins a digital operation on VHF channel 13 under the WMLW-LD identity.

• 2003

  Expanded basic-cable carriage

  [1]WBME-CDen.wikipedia.org

  Following negotiations and viewer promotion, WMLW moves onto Time Warner Cable's basic service in much of southeastern Wisconsin.

• 2002

  Transition to independent programming

  [1]WBME-CDen.wikipedia.org

  After WebFN ceases operations, Weigel expands syndicated programming and develops the station as a full-day independent outlet.

• 2001

  Low-power status and WMLW identity

  [1]WBME-CDen.wikipedia.org

  The channel receives low-power status and adopts the WMLW-LP call sign.

• 2000

  Move to channel 41 as TV-41

  [1]WBME-CDen.wikipedia.org

  Programming moves to a new channel 41 facility under the W41CI call sign, and the station adopts the TV-41 identity.

• 1989

  Move to channel 65

  [1]WBME-CDen.wikipedia.org

  The facility moves to UHF channel 65 and operates as W65BT.

• 1980

  Early low-power operation begins

  [1]WBME-CDen.wikipedia.org

  The station's predecessor operates as W55AS on UHF channel 55, beginning the low-power service that ultimately becomes WBME-CD.

A local Milwaukee broadcast outlet centered on MeTV's library of classic television series, using a low-power terrestrial signal supplemented by a digital-subchannel simulcast to achieve broad market distribution.

• Classic television network programming

  MeTV

  WBME-CD's principal programming service is MeTV, a Weigel Broadcasting network focused on library television series and other classic programming. MeTV is carried on the station's primary 41.1 signal and is also simulcast on WDJT-TV's 58.2 digital subchannel to extend reception across the Milwaukee market. The station's presentation includes local advertising and occasional locally produced material alongside the network feed.

• Broadcast advertising

  Local television advertising

  WBME-CD provides Milwaukee-market commercial inventory through its primary broadcast signal and its broader digital-subchannel distribution. The station's 16:9 and later high-definition presentation supports local advertising and other material produced specifically for the Milwaukee operation.

• 2018MeTV and MeTV FM cross-promotion

  Milwaukee

  Weigel linked WBME-CD with the local launch of MeTV FM on WMYX-FM's second HD Radio channel, creating a cross-media presence for the MeTV television and radio formats.

  Outcome. Milwaukee became the first market outside Chicago to carry both a MeTV television station and a MeTV FM service.

  Source
• 2002WMLW cable-carriage campaign

  Milwaukee · Southeastern Wisconsin

  Weigel used WDJT promotions and local newspaper publicity to encourage viewers to ask Charter Communications and Time Warner Cable to carry WMLW. The campaign emphasized the station's local sports programming, particularly WIAA high-school basketball coverage.

  Outcome. Charter added WMLW to its basic service, and Time Warner Cable initially carried it digitally before later moving it to the basic lineup.

  Source

• 2018

  Reallocate local digital-channel capacityStrategy

  Background

  After Weigel sold WMLW's spectrum in the 2016 FCC incentive auction, the company's Milwaukee services required a new local channel arrangement.

  Action taken

  WMLW programming moved into capacity associated with WBME-CD, while MeTV remained on 41.1 and other Weigel services were redistributed among local digital signals.

  Aftermath

  WBME-CD continued as the Milwaukee MeTV outlet while the group's remaining services were accommodated through the revised multiplex.

  Source

• 2012

  Exchange WBME and WMLW channel assignmentsGeneration change

  Background

  WBME's MeTV service was on full-power channel 49, while WMLW operated on low-power channel 41. Weigel sought to place WMLW on the full-power facility and retain broad distribution for MeTV.

  Action taken

  WBME and MeTV moved to channel 41, WMLW moved to channel 49, and MeTV was preserved on WDJT-TV's 58.2 digital subchannel.

  Aftermath

  WMLW gained a full-power high-definition platform, while WBME continued to reach the wider market through the simulcast.

  Source

• 2002

  Develop the station as a full-day independentStrategy

  Background

  The WebFN financial-news venture ended after the dot-com crash, leaving substantial daytime schedule capacity. Weigel also faced competition from network-affiliated Milwaukee stations that had reduced their use of sports programming.

  Action taken

  Weigel replaced the former financial-news-centered schedule with syndicated programming and pursued local sports rights, using sports interest to strengthen the station's audience and cable-carriage case.

  Aftermath

  The station became a more conventional independent outlet and improved its prospects for cable distribution.

  • Time Warner Cable — The operator initially resisted broad basic-tier carriage because the station was low-power, but later reached an arrangement that expanded its distribution.

  Source

1. 1WBME-CDen.wikipedia.org