A new television station is on the air in the Myrtle Beach-Florence market.
WMBF signed on with a digital signal early Friday on the over-the-air Channel 32, carrying NBC's programming to the Pee Dee and Grand Strand. It's on various channels on cable systems, depending on the provider.
The first broadcast comes on the opening day of the Olympics in Beijing.
The station is owned by Raycom Media, which also owns WIS-TV in Columbia, which had been carried on cable systems in the area until Friday.
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Vice president and general manager Ted Fortenberry told The Sun News of Myrtle Beach the material WMBF generates will be in an all high-definition format.
The station's news department has been gathering news for weeks, to practice and become familiar with stories in the area.