The two stations share studios on University Boulevard in Conway; WWMB's transmitter is located on Pee Dee Church Road in Floydale, South Carolina.
By 1999, WWMB was airing Access Hollywood starring Myrtle Beach native Nancy O'Dell.
At the same time, Atlantic Media Group sold WWMB to SagamoreHill 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.
[4] 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.
After the latter personality departed WPDE and Gilbert died in 1997, the show was renamed UPN 21 News at 10 and anchored by Leo Stallworth (later Audra Grant) until its cancellation in 2000.
WWMB first got competition in 2004, when Fox affiliate WFXB entered into a news share agreement with WBTW.
There was a further expansion of local newscasts in 2007 when WPDE added a third hour of its weekday Good Morning Carolinas broadcast to WWMB.
On January 26, 2009, days after anchor Jim Heath left WPDE, WWMB's nightly 10 o'clock show was canceled.