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The station is owned by the Tribune Broadcasting subsidiary of the Tribune Media Company.WREG maintains studios located at Channel 3 Drive (off of I-55) near the Mississippi River on the west side of Memphis, and its transmitter is located between I-40 and Whitten Road, approximately 5 miles (8 km) southeast of Bartlett.However, like most major network affiliates in the early 1980s, WREG-TV began cutting back on the large number of movies that occupied much of its off-network schedule, a move prompted by the presence of cable, VCRs, and the emergence of then-independent competitors WPTY (channel 24, now ABC affiliate WATN-TV) in 1978 and WMKW (channel 30, now CW affiliate WLMT) in 1983.
The switch came with a refresh of the newsroom set and new graphics, however major technical glitches occurred during the week following the conversion.
Since that time, WREG has gradually built on its wins in the all-important 10 p.m.
slot and now consistently dominates that time period.
The station had long since outgrown the Peabody Hotel, and management felt that building a new studio near the Mississippi would be appropriate since Memphis has long been identified with the river.
On March 2, 1975, channel 3 signed off from the Peabody Hotel for the last time as WREC-TV, and signed back on 45 minutes later, re-branded as WREG-TV, with its first transmission from the new studios on Channel 3 Drive.