1996, with the station's callsign being changed to WWWB-TV (in reference to its affiliation with The WB) following the finalization of the purchase on September 18. In September 1999, WWWB lost its WB affiliation to WTTA (channel 38), as a result of a larger nationwide deal between The WB and the Sinclair Broadcast Group's UPN affiliates and independent stations (Kansas City sister station KCWB also lost its WB affiliation to a Sinclair station, KSMO-TV, now owned by Gray Television) one year earlier. WWWB changed its call letters to WMOR-TV on September 1 that year and rebranded itself as "More TV 32"—a moniker also adopted by its Kansas City sister (now known as KCWE). In August 2008, the "More TV 32" branding was dropped for the simplified "TV 32". On April 4, 2011, the station's on-air brand was changed to "MOR". To distance itself from the earlier "More TV" branding, the station spells out "MOR", instead of saying it as a word; however, it's still inferred as "more", through its slogan, "Just Can't Get Enough? Get MOR!". On July 9, 2012, WMOR's parent company Hearst Television became involved in a dispute with Time Warner Cable and Bright House Networks, leading to WMOR being pulled from Bright House and temporarily replaced with HBO Family on the main WMOR channel and This TV, with InfoMás in Estrella TV's slot. The substitutions lasted until July 19, 2012, when a new carriage deal was reached between Hearst and Time Warner Cable. Programming Syndicated programming seen on WMOR-TV as of September 2020 includes The Big Bang Theory, Tamron Hall, The Kelly Clarkson Show, The Good Dish, The Goldbergs, Modern Family, and The Steve Wilkos Show among others. Sports programming WWWB/WMOR was the original television broadcaster of the Tampa Bay Devil Rays when it began Major League Baseball play in 1998. Before that, as WTMV, it showed occasional telecasts of Toronto Blue Jays games, including Nolan Ryan's seventh career no-hitter in 1991, to accommodate the Tampa Bay area's unique population of Canadian snowbirds in the days before MLB Extra Innings and MLB.tv came to prominence. WMOR currently serves as the local over-the-air broadcaster of ESPN Monday Night Football games involving the Tampa Bay Buccaneers, airing simulcasts of ESPN-televised games (Hearst holds a 20% ownership stake in ESPN; the network's remaining ownership interest is held by The Walt Disney Company), and the company has right of first refusal