WWMB, virtual channel 21 (UHF digital channel 26), is a dual CW/CW+-affiliated television station licensed to Florence, South Carolina, United States, serving the Pee Dee and Grand Strand regions of South Carolina. The station is owned by Howard Stirk Holdings; the Sinclair Broadcast Group, which owns ABC affiliate WPDE-TV (channel 15, also licensed to Florence), operates WWMB under a shared services agreement (SSA). The two stations share studios on University Boulevard in Conway and transmitter facilities on Pee Dee Church Road in Floydale, South Carolina. There is currently no website for WWMB.
Even though WWMB carries CW programming on its separately programmed main channel, it also operates a second digital subchannel in standard definition that carries programming from The CW Plus. This results in the prime time schedule being identical.
On cable, WWMB is available on channel 16 in most areas of the market.
WWMB went on the air September 21, 1994 as an independent station. It was owned by Atlantic Media Group, but operated by Diversified Communications, then-owner of WPDE, under an LMA. It joined UPN as a charter affiliate on January 16, 1995. By 1999, WWMB was airing Access Hollywood starring Myrtle Beach native Nancy O'Dell. Barrington Broadcasting bought WPDE in 2006. At the same time, Atlantic Media Group sold WWMB to Sagamore Hill Broadcasting, which continued the LMA with WPDE.
On January 24, 2006, Time Warner and CBS Corporation announced that the two networks they owned, The WB and UPN, would cease operations, and that those companies would combine their resources to create The CW. Just hours after the announcement, WPDE released a notice on its website indicating WWMB would become an affiliate of the new network. This notice was a little premature, as over the next two months, many announcements of network affiliation changes including station deals with The CW were made.
The existence of a cable-only WB affiliate, "WFWB," which was carried by area cable systems as part of The WB 100+ national cable service, made a CW affiliation for WWMB seem less of a sure thing. Nevertheless, WWMB made public on April 10 it had joined The CW.
Even though WWMB carries CW programming on its individually-programmed main channel, it also operates a digital subchannel that carries the programming of The CW Plus, a similar national operation to The WB 100+. Despite this, the 21.2 subchannel did not inherit the cable channel slots of "WFWB," which were instead dropped.
At some point in 2006, the station signed-on its original digital signal on UHF channel 20. WWMB's broadcasts became digital-only, effective June 12, 2009.