Tampa TV station ditches the 'W'

Tampa's WMOR-TV 32 operates less like an independent station and more like a locally based cable channel. Now it has rebranded to reflect its mission.

Earlier this month, the station began identifying itself simply as “MOR,” dropping the “W” and getting rid of its channel number. It has been working with local marketing agency Pyper Paul + Kenney on its new logo, which appears in the lower right corner of the viewer's screen.

Fewer than 20% of local TV viewers tune in to MOR over the air anymore, and cable companies assign other channel numbers besides the ones originally given by the Federal Communications Commission, according to Ken Lucas, the station's president and general manager.