WPMI-TV
A Mobile, Alabama television station serving the Mobile–Pensacola market and operated by Sinclair Broadcast Group under a Deerfield Media license.
Last updated October 14, 2026
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Overview
WPMI-TV is a full-power television station licensed to Mobile, Alabama, serving viewers across southwest Alabama and northwest Florida. The station historically operated as the market’s NBC affiliate under the on-air identity NBC 15, although its NBC programming moved to a digital subchannel of Sinclair-owned WEAR-TV in October 2025. Following that change, WPMI’s primary digital channel carried programming from the Sinclair-operated Roar digital multicast network, while other digital subchannels carried additional syndicated or multicast services. WPMI began broadcasting on March 12, 1982, as Alabama’s first independent television station and the first new commercial station to enter the Mobile–Pensacola market in nearly three decades. Its original programming schedule consisted largely of syndicated entertainment, including cartoons, westerns, older situation comedies, classic films, dramas, and religious programs. The station was initially owned by Hess Broadcasting and moved to Michigan Energy Resources in 1985. During this period it strengthened its syndicated schedule and built a more conventional independent-station profile. In October 1986, WPMI became a charter affiliate of the Fox network. It began carrying Fox’s prime-time programming in 1987 while continuing to use syndicated entertainment to fill much of its schedule. Clear Channel Communications acquired the station in January 1989, marking that company’s first entry into television ownership. In 1991, Clear Channel established a local marketing arrangement with WJTC, a separate Mobile station that later became a sister property. The arrangement allowed programming that did not fit WPMI’s schedule to be shown on WJTC. A major change occurred on January 1, 1996. WALA-TV, previously the local NBC affiliate, switched to Fox after a broader affiliation realignment connected to Fox’s acquisition of National Football Conference NFL rights. WPMI consequently inherited the NBC affiliation. The change moved WPMI from an independent and later Fox-oriented schedule into the market’s Big Three network structure. It also prompted the station to expand its local news operation and shift much of its former cartoon and syndicated-sitcom inventory to WJTC. WPMI launched a full local news department in connection with the NBC affiliation, introducing morning, midday, afternoon, and evening broadcasts. Its news operation later used the Local 15 and Weather Authority brands, adopted high-definition production in 2012, and expanded its morning, noon, and sister-station programming at various points. The station also became nationally recognizable through viral news material, especially its 2006 report about an alleged leprechaun sighting in Mobile’s Crichton neighborhood. Ownership changed again after Clear Channel decided to exit television. The station was sold in 2008 to Newport Television, an investment-backed television owner. Newport announced a sale of WPMI and WJTC to Sinclair Broadcast Group in 2012. Because of Federal Communications Commission ownership restrictions, the licenses were transferred to Deerfield Media while Sinclair operated the stations through a local marketing agreement. WPMI and WJTC continued to share Mobile facilities, while portions of technical and operational work were coordinated with Sinclair’s WEAR-TV and WFGX facilities near Pensacola. The station’s local news presence contracted substantially in the 2020s. In April 2023, WPMI canceled its morning and noon newscasts and the Gulf Coast Today lifestyle program, laid off approximately 20 news employees, and replaced much of the schedule with nationally distributed programming and reruns. Weekend news was subsequently produced by WEAR-TV. By March 2025, the station had experienced the departure of its principal anchors and retained only a small group of local news personalities. The October 2025 movement of NBC programming to WEAR-TV’s second digital subchannel further changed WPMI’s role from a primary network affiliate into a multicast-oriented station within Sinclair’s broader Mobile–Pensacola television operation.
History
WPMI-TV began broadcasting on March 12, 1982, from Mobile, Alabama. Its launch made it Alabama’s first independent television station and added a new commercial outlet to the Mobile–Pensacola market, which had not received a new commercial station since the launch of WEAR-TV in the 1950s. Hess Broadcasting initially owned the station. WPMI’s first schedule emphasized general entertainment: cartoons, westerns, older sitcoms, movies, drama series, and religious programs. The station’s first studios were on St. Michael Street in Mobile. Michigan Energy Resources acquired WPMI in 1985. Although ownership changed, the station retained its independent programming model and gradually improved its syndicated inventory by adding newer cartoons and more recent off-network sitcoms. In October 1986, WPMI became one of Fox’s charter affiliates. Fox programming initially supplemented the station’s independent schedule, with prime-time programming beginning in 1987. Clear Channel Communications purchased WPMI in January 1989. At the time, Clear Channel was primarily a radio broadcaster, and the acquisition represented its first move into television. In 1991, Clear Channel entered a local marketing arrangement with WJTC, a channel 44 station owned by Mercury Broadcasting. Under this arrangement, WPMI could place excess syndicated programming on WJTC. The relationship later became the foundation of a combined operating structure in the market. The station’s most consequential affiliation change followed Fox’s expansion after obtaining National Football Conference NFL broadcast rights. Fox sought stronger affiliates in numerous markets, and WALA-TV, the established NBC affiliate in Mobile, moved to Fox on January 1, 1996. WPMI consequently became the NBC affiliate. The first NBC program carried by WPMI was Today. The affiliation transformed the station’s schedule, replacing much of its former independent and Fox-era entertainment inventory with NBC network programming and a different mix of syndicated talk, reality, and entertainment shows. Many cartoons and sitcom reruns were shifted to WJTC, which became a UPN affiliate later in the same month. Clear Channel purchased WJTC outright in 2004, creating a duopoly with WPMI. The station also expanded its news service after becoming an NBC affiliate. Its initial local news schedule included an hour-long morning broadcast, weekday noon and 5 p.m. programs, and nightly 5 p.m. and 10 p.m. broadcasts. In 2006, one of its reports about supposed leprechaun sightings in Mobile’s Crichton neighborhood became a viral Internet video. The report attracted national attention and later references in television programs and online media. Clear Channel agreed in 2007 to sell its television stations to Providence Equity Partners. The transaction placed WPMI and WJTC within Newport Television, which completed the acquisition in 2008. In 2012, Newport agreed to sell the two stations to Sinclair Broadcast Group. FCC ownership rules prevented Sinclair from directly holding the licenses in the same manner as its existing Mobile–Pensacola properties, WEAR-TV and WFGX. Deerfield Media therefore held the WPMI and WJTC licenses while Sinclair operated the stations through a local marketing agreement. The transaction closed on December 3, 2012. WPMI continued to modify its news product. It adopted the Local 15 identity and Weather Authority weather branding in 2009, converted local news to high definition in 2012, expanded the weekday morning broadcast to begin at 4:30 a.m. in 2013, and extended its midday news to an hour. In September 2013, the station began producing evening news programs for WJTC. The 6:30 p.m. WJTC newscast was later canceled, and the 9 p.m. program was moved to 7 p.m. in 2018. WPMI canceled its 4:30 a.m. newscast in 2015 and reduced its noon news block in 2016 to accommodate Gulf Coast Today. Meteorologist Alan Sealls joined the station in 2020 after a long tenure at rival WKRG-TV. A significant contraction came in April 2023, when WPMI canceled its morning and noon newscasts and Gulf Coast Today and laid off about 20 news employees. The former morning slot was filled by The National Desk, while the noon and lifestyle hours were replaced by Family Feud reruns. WEAR-TV subsequently produced weekend news for NBC 15, either as a recording or simulcast. By March 2025, the station’s principal anchors had departed, leaving a substantially reduced local news operation. On October 20, 2025, NBC programming moved from WPMI’s main signal to WEAR-TV’s second digital subchannel, which adopted the NBC 15 identity. WPMI’s 15.1 channel then carried Sinclair’s Roar multicast network. Charge! moved to WPMI 15.3, displacing The Nest to a newly created 15.4 service. The change ended WPMI’s role as the primary over-the-air NBC affiliate while preserving the station as an active licensed television outlet within Sinclair’s Mobile–Pensacola operating structure. WPMI shares studios with WJTC on Azalea Road in Mobile, while master control and certain internal functions are coordinated from facilities associated with WEAR-TV and WFGX near Pensacola. Its transmitter is located in Baldwin County, Alabama, northeast of Robertsdale.
- 2025
NBC affiliation moves to WEAR-TV subchannel
[1]NBC programming leaves WPMI’s primary signal for WEAR-TV’s second digital subchannel, while WPMI begins carrying Roar on its principal channel.
- 2023
News department is sharply reduced
[1]WPMI cancels its morning and noon newscasts and Gulf Coast Today and eliminates approximately 20 news positions.
- 2020
Alan Sealls joins WPMI
[1]Meteorologist Alan Sealls makes his WPMI on-air debut after leaving WKRG-TV.
- 2013
News expansion and WJTC evening broadcasts
[1]The station expands its morning and noon news schedules and begins producing evening newscasts for WJTC.
- 2012
Sinclair and Deerfield transaction closes
[1]Sinclair assumes operational control while Deerfield Media holds the WPMI license; the transaction closes December 3.
- 2012
Local news moves to high definition
[1]WPMI begins broadcasting its local newscasts in high definition on April 22.
- 2009
Local 15 branding introduced
[1]The station begins using Local 15 and Weather Authority branding for its news and weather products.
- 2008
Newport Television ownership begins
[1]WPMI is transferred to Newport Television following Providence Equity Partners’ acquisition of Clear Channel’s television group.
- 2006
Crichton leprechaun report goes viral
[1]A WPMI news report about an alleged leprechaun sighting becomes an internationally circulated Internet video.
- 2004
Clear Channel purchases WJTC
[1]The acquisition creates a common ownership structure for WPMI and WJTC.
Products and positioning
A locally licensed broadcast television outlet serving the Mobile–Pensacola market, historically positioned as the market’s NBC affiliate and local news competitor, and later as a Sinclair-operated multicast station.
Broadcast programming · 1996
Local news
WPMI historically produced local morning, midday, afternoon, and evening newscasts for the Mobile–Pensacola market. The service used the NBC 15 and later Local 15 identities, supported weather coverage under the Weather Authority brand, and produced programming for sister station WJTC. Much of the locally produced schedule was discontinued or reduced in 2023, with weekend output later supplied by WEAR-TV.
Network-affiliate brand · 1996
NBC 15
NBC 15 was WPMI’s principal consumer-facing identity during its long period as the Mobile–Pensacola NBC affiliate. It associated the station with NBC network programming, local news, weather, and syndicated content. In October 2025, the NBC affiliation and the NBC 15 identity moved to WEAR-TV’s second digital subchannel.
Digital multicast network · 2025
Roar
Following the 2025 network realignment, WPMI’s primary digital channel carried programming from Roar, a Sinclair-operated digital multicast network. This repositioned WPMI from a primary Big Four network affiliate toward a multicast and broadcast-distribution role.
Lifestyle programming · 2016
Gulf Coast Today
Gulf Coast Today was a weekday lifestyle program carried by WPMI. It occupied part of the midday schedule after the station reduced its noon newscast in 2016, but was canceled in 2023 as the station reduced its local production.
Controversies
2021
FCC forfeiture connected to retransmission-consent dispute
After an AT&T lawsuit alleged that Deerfield Media failed to negotiate retransmission consent in good faith for WPMI and other Sinclair-managed stations, the FCC issued a forfeiture order requiring a $512,228 payment for each station named in the proceeding, including WPMI.
2009
Digital billboard headline juxtaposition
A digital billboard displaying a crime headline from WPMI’s Twitter feed placed the text beside a photograph of station personalities. The image circulated online and became an Internet meme. Reports said the general manager and news director were suspended, although station executives did not officially confirm those reports.
Marketing campaigns
- 2009Local 15 and Weather Authority rebrand
Mobile–Pensacola
WPMI introduced Local 15 as its news identity and Weather Authority as its weather brand, aligning the station’s presentation with a broader local-service positioning.
Outcome. The branding remained associated with the station’s local news operation during its NBC-affiliate period.
- 2006Crichton leprechaun news segment
Mobile · United States · Internet audience
A local report featuring residents discussing an alleged leprechaun sighting in a Mobile neighborhood was distributed widely online and became one of WPMI’s most recognizable pieces of content.
Outcome. The segment became a viral video, received national commentary, inspired popular-culture references, and generated merchandise based on the story.
Brand decisions
2025
Move NBC programming to WEAR-TV’s digital subchannelStrategyBackground
Sinclair reorganized its Mobile–Pensacola broadcast portfolio by placing the NBC affiliation on a digital subchannel of the Sinclair-owned WEAR-TV.
Action taken
On October 20, NBC and the NBC 15 identity moved to WEAR-TV’s second digital subchannel; WPMI’s main channel adopted Roar programming.
Aftermath
WPMI ceased to be the market’s primary NBC signal and became a multicast-oriented Sinclair-operated station.
2023
Reduce local news productionStrategyBackground
WPMI revised its programming and staffing structure after years of schedule changes and competition in the Mobile–Pensacola market.
Action taken
The station canceled its morning and noon newscasts and Gulf Coast Today and laid off approximately 20 news employees.
Aftermath
National programming and reruns filled former local-news slots, while WEAR-TV supplied weekend news production.
2012
Place the WPMI license with Deerfield Media while Sinclair operates the stationM&ABackground
FCC ownership rules constrained Sinclair’s ability to directly own WPMI alongside its existing Mobile–Pensacola stations.
Action taken
The WPMI license was transferred to Deerfield Media, while Sinclair obtained operational control through a local marketing agreement.
Aftermath
WPMI continued operating alongside WJTC under Sinclair management and coordinated certain facilities and functions with WEAR-TV and WFGX.
2008
Transfer Clear Channel television assets to Newport TelevisionM&ABackground
Clear Channel sought to concentrate on radio and divest its television properties.
Action taken
WPMI and the other Clear Channel television stations were sold to Newport Television, an investment-backed television group.
Aftermath
Newport owned the station until agreeing to sell it to Sinclair in 2012.
1996
Accept the NBC affiliationStrategyBackground
WALA-TV moved from NBC to Fox during a broad network-affiliation realignment.
Action taken
WPMI replaced its Fox affiliation with NBC programming beginning January 1, 1996.
Aftermath
The change elevated WPMI into a major network-affiliate role and led to a substantial expansion of its local news department.
Recent events
- 2025
NBC programming moves from WPMI to WEAR-TV’s second digital channel[1]
Product generation
On October 20, 2025, the NBC affiliation and NBC 15 branding moved to Sinclair-owned WEAR-TV’s second digital subchannel. WPMI’s primary digital channel was replaced by Roar programming, while other multicast services were rearranged.
- 2023
WPMI cancels morning and noon news programming[1]
Leadership change
WPMI ended its morning and noon newscasts and Gulf Coast Today in April 2023, eliminated approximately 20 news positions, and replaced the programming with national content and reruns.
- 2012
WPMI begins high-definition local news production[1]
Product generation
The station converted its local newscasts to high definition on April 22, 2012.
- 2012
Sinclair assumes operational control through Deerfield Media[1]
M&A
Sinclair acquired operational control of WPMI and WJTC while the licenses were placed with Deerfield Media to address FCC ownership restrictions.
- 2006
Crichton leprechaun report becomes an Internet phenomenon[1]
Campaign · Other
A WPMI report about residents describing an alleged leprechaun sighting in Mobile’s Crichton neighborhood became a widely circulated viral video and received national media and popular-culture attention.
- 1996
WPMI takes over NBC affiliation[1]
Other
Following WALA-TV’s move from NBC to Fox, WPMI became the Mobile–Pensacola market’s NBC affiliate on January 1, 1996.
- 1996
WPMI launches expanded local news operation[1]
Product launch
The station introduced a full local news schedule, including morning, midday, afternoon, and evening broadcasts after assuming the NBC affiliation.
- 1986
WPMI becomes a charter Fox affiliate[1]
Other
The station joined Fox in October 1986 and began carrying the network’s prime-time programming in 1987.
- 1982
WPMI-TV signs on as Alabama’s first independent television station[1]
Other
WPMI began broadcasting from Mobile on March 12, establishing a new commercial television outlet in Alabama and the Mobile–Pensacola market.
Sources2 sources
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