WTTA
WTTA is a television station licensed to St. Petersburg, Florida, serving the Tampa Bay market as a local affiliate of The CW.
Last updated August 31, 2026
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Overview
WTTA is a commercial television station licensed to St. Petersburg, Florida, and serving the wider Tampa Bay media market. The station broadcasts on virtual channel 38 and is operated by Nexstar Media Group alongside NBC affiliate WFLA-TV, whose downtown Tampa facilities provide WTTA with programming, news production, administrative support, and technical resources. Although its license city is St. Petersburg, the station’s principal operational identity is tied to the Tampa Bay television market and its current on-air brand, Great 38. The channel 38 allocation has a long local broadcasting history. It was previously occupied by WSUN-TV, Tampa Bay’s first television station, which operated from 1953 until 1970. After several groups applied for the allocation in 1979, the Federal Communications Commission selected Bay Television in 1985. Bay Television was associated with Sinclair Broadcast Group, and the lengthy construction and licensing process eventually resulted in WTTA signing on June 21, 1991. WTTA initially operated as a low-budget independent station. Its schedule combined syndicated programming, shows not cleared by larger Tampa stations, infomercials, and other programming acquired through barter or secondary-market arrangements. It briefly affiliated with the short-lived Star Television Network in September 1990, before that network ceased operations in January 1991. The station also carried a locally produced simulcast of the WRBQ-FM morning program for a period during the early 1990s. The station’s programming role strengthened after major affiliation changes in the Tampa market in December 1994. WTTA acquired syndicated programs displaced by WFTS-TV’s affiliation with ABC and also carried Fox Kids programming that WTVT-TV did not schedule. In September 1999, WTTA became a WB affiliate under the brand WB 38. When The WB and UPN were replaced by The CW and MyNetworkTV in 2006, WTTA was selected for MyNetworkTV and adopted the name MyTV Tampa Bay. It restored the Great 38 identity in 2013 while continuing to carry MyNetworkTV programming. Ownership and operating arrangements changed several times. Sinclair took over day-to-day operations under a local marketing agreement in 1999 and later acquired the station outright. In 2014, WTTA was sold to Media General in a television-station exchange connected to Media General’s combination with LIN Media. That transaction made WTTA a sister station to WFLA-TV. Nexstar Broadcasting Group acquired Media General in a transaction announced in 2016 and completed in January 2017, placing WTTA within Nexstar Media Group. WTTA has periodically expanded beyond network and syndicated programming through local news, public affairs, lifestyle, sports, and community content. News efforts have included a Sinclair-produced 10 p.m. newscast, a WFLA-produced prime-time newscast, short-form news updates, an evening newscast, an expanded morning program, and Spanish-language news. The station has also carried Tampa Bay Lightning games and Tampa Bay Rowdies soccer under separate local sports arrangements. In 2023, Nexstar moved The CW affiliation in the Tampa market from WTOG to WTTA. The change took effect on September 1, 2023. MyNetworkTV programming moved to WSNN-LD but continued to receive a secondary late-night presentation on WTTA. WTTA therefore became a local CW outlet while retaining the Great 38 brand and its relationship with WFLA-TV. Its current business is centered on free, over-the-air television distribution, local and network programming, digital video, advertising, and community-oriented content for viewers in the Tampa Bay area.
History
The channel 38 frequency in the Tampa–St. Petersburg market was historically associated with WSUN-TV, which operated from 1953 to 1970. WSUN-TV had originally served as the market’s ABC affiliate before the arrival of WLCY-TV, now WTSP, in 1965. The channel subsequently remained unused for many years while the FCC considered competing applications for a new station. Four groups applied for the channel 38 allocation in 1979. In 1985, the FCC selected Bay Television, an entity connected with Sinclair Broadcast Group. The station’s launch was delayed for several years by construction and regulatory matters. WTTA briefly became associated with the Star Television Network in September 1990, but Star failed financially and ended operations in January 1991. WTTA finally began regular broadcasting on June 21, 1991. During its first years, WTTA was an independent station with a relatively inexpensive schedule. It aired syndicated programs, shows passed over by established stations, infomercials, and programming acquired through barter arrangements. It also carried a televised version of WRBQ-FM’s Q Morning Zoo until the radio station changed formats in 1993. WTTA’s inventory improved after the Tampa market’s major network realignment in December 1994. The station acquired syndicated programming displaced when WFTS-TV became an ABC affiliate and carried Fox Kids programming not scheduled by WTVT-TV. WTTA became a WB affiliate in September 1999, using the WB 38 brand. Sinclair assumed operational control through a local marketing agreement, despite Bay Television remaining the nominal license holder for a period. In 2003, WTTA established a local news operation and aired WB 38 News at 10. The program was part of Sinclair’s centralized News Central model, combining locally gathered stories with nationally produced news, weather, sports, and Sinclair’s required Point commentary segment. The operation ended in March 2006 amid companywide cutbacks. The national network landscape changed in 2006 when The WB and UPN were replaced by The CW, while News Corporation created MyNetworkTV. WTTA was selected as Tampa Bay’s MyNetworkTV affiliate and adopted the MyTV Tampa Bay identity. It later carried a controversial religious program, Live Prayer with Bill Keller, beginning in September 2007; the program moved to another station after WTTA introduced restrictions on live programming. WTTA also entered a news-sharing arrangement with WFLA-TV in 2007, producing a 10 p.m. newscast that ended in 2009. Sinclair exercised an option to acquire WTTA outright in 2012. The FCC approved the transaction in August, and the sale closed in December of that year. In September 2013, the station returned to its Great 38 brand. It added locally oriented programs such as Our Issues and Health Matters and entered a broadcast and marketing partnership with the Tampa Bay Rowdies in 2014, carrying selected home matches during the 2014 and 2015 seasons. WTTA was sold by Sinclair to Media General in December 2014 as part of a station exchange associated with Media General’s merger with LIN Media. The transaction linked WTTA operationally with WFLA-TV, and WTTA’s separate website was subsequently replaced by a section of WFLA’s website. Nexstar announced its acquisition of Media General in January 2016 and completed the transaction in January 2017. WTTA consequently became part of Nexstar Media Group. Under Media General and Nexstar, WFLA resumed production of a local WTTA newscast in 2016, with an hour-long 8 p.m. program. In 2017, the station added a two-hour morning extension. WTTA also served as an overflow outlet for WFLA programming, including NBC coverage when WFLA was occupied with significant weather or emergency reporting. In 2020, WFLA added the Spanish-language Noticias Tampa Hoy newscast to WTTA’s schedule. The station’s most significant recent programming change occurred in 2023. After CBS announced that WTOG would end its CW affiliation, Nexstar designated WTTA as the Tampa market’s CW station beginning September 1. MyNetworkTV moved to WSNN-LD, although WTTA retained a later repeat of that programming. WTTA now combines CW network content with locally produced news and community programming, syndicated material, advertising, and digital services delivered through its association with WFLA-TV and Nexstar.
- 2023
WTTA becomes Tampa Bay’s CW outlet
[1]The station assumed The CW affiliation on September 1 while MyNetworkTV moved to WSNN-LD.
- 2017
WTTA joins Nexstar
[1]Nexstar’s acquisition of Media General placed WTTA within Nexstar Media Group.
- 2014
Media General acquires WTTA
[1]WTTA became a Media General station through a transaction involving Sinclair and Media General.
- 2013
Great 38 brand returns
[1]WTTA restored its Great 38 identity and expanded locally produced programming.
- 2012
Sinclair completes direct acquisition
[1]Sinclair completed its acquisition of WTTA after exercising an option and receiving FCC approval.
- 2006
WTTA becomes a MyNetworkTV affiliate
[1]After the creation of MyNetworkTV, WTTA adopted the MyTV Tampa Bay brand.
- 1999
WTTA joins The WB
[1]The station became a WB affiliate and used the WB 38 identity.
- 1991
WTTA signs on
[1]WTTA began broadcasting on June 21 as an independent station.
- 1985
Bay Television selected for channel 38
[1]The FCC selected Bay Television from competing applicants for the new channel 38 license.
- 1970
WSUN-TV ceases broadcasting
[1]WSUN-TV went off the air, leaving the channel 38 allocation available for a later license proceeding.
Products and positioning
A Tampa Bay broadcast television outlet combining The CW network schedule with local news, community programming, syndicated content, and sports or special-event coverage under the Great 38 identity.
Network television · 2023
The CW programming
WTTA carries The CW’s national entertainment schedule as the network’s Tampa Bay affiliate. The affiliation began on September 1, 2023, after The CW affiliation moved from WTOG. WTTA’s local presentation combines network programming with station branding, advertising, news, and other locally scheduled content.
Local television · 2013
Great 38 local programming
The Great 38 identity covers locally oriented content produced by WTTA or its sister station WFLA-TV. Examples have included community-affairs programming, lifestyle segments, brief news and weather updates, and WFLA-produced newscasts.
News broadcasting · 2003
Local news
WTTA has carried several generations of local news output, including a 10 p.m. newscast produced under Sinclair’s News Central model, WFLA-produced prime-time news, short-form news updates, an evening newscast, morning programming, and Spanish-language coverage.
Sports broadcasting · 1999
Tampa Bay sports coverage
WTTA has periodically served as a local television outlet for sports, including Tampa Bay Lightning games and Tampa Bay Rowdies soccer. Its Rowdies agreement included selected home matches and a pregame program during the 2014 and 2015 seasons.
Controversies
Marketing campaigns
- 2014Tampa Bay Rowdies broadcast partnership
Tampa Bay, Florida
WTTA and the Tampa Bay Rowdies announced a marketing and broadcast arrangement under which the station aired selected Saturday-night home matches and the Rowdies Kickoff pregame show.
Outcome. The station carried Rowdies home games during the 2014 and 2015 seasons.
- 2013Great 38 rebrand
Tampa Bay, Florida
WTTA restored the Great 38 identity, moving away from a direct emphasis on its MyNetworkTV affiliation and presenting itself as a broader local television brand.
Outcome. The brand remained associated with the station as it expanded local programming and later became a CW affiliate.
Brand decisions
2023
Move The CW affiliation to WTTAStrategyBackground
CBS News and Stations announced that WTOG would leave The CW, while Nexstar controlled a large share of CW affiliations and owned WTTA.
Action taken
Nexstar moved Tampa Bay’s CW affiliation to WTTA effective September 1, 2023, and shifted MyNetworkTV to WSNN-LD.
Aftermath
WTTA became the market’s primary CW outlet while retaining a later repeat of MyNetworkTV programming.
2013
Restore the Great 38 identityStrategyBackground
WTTA was operating as a MyNetworkTV affiliate but had a prior local identity associated with channel 38.
Action taken
The station restored Great 38 branding and added community-affairs and lifestyle programming.
Aftermath
Great 38 remained the station’s principal local brand through later ownership and affiliation changes.
2006
Select MyNetworkTV over The CWStrategyBackground
The WB and UPN were being replaced by The CW, while News Corporation launched MyNetworkTV as a separate programming service.
Action taken
Sinclair designated WTTA as Tampa Bay’s MyNetworkTV affiliate and rebranded the station as MyTV Tampa Bay.
Aftermath
WTTA continued carrying MyNetworkTV until The CW affiliation moved to the station in 2023.
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