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Cowles later sold the radio stations to other interests.

Four years later, the Times Company built new studio facilities for WREC on one of the highest points on Chickasaw Bluff, overlooking the Mississippi River.

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.

The station's digital signal remained on its pre-transition UHF channel 28, using PSIP to display WREG-TV's virtual channel as 3 on digital television receivers.

Syndicated programs seen on WREG-TV include Inside Edition, Jeopardy! WREG is one of the few CBS stations that preempts CBS This Morning Saturday, airing a three-hour Saturday morning newscast in its place.

Since the February 2014 sweeps period, the station's newscasts have placed first in all time slots. newscast, WREG-TV became the third station in the Memphis market (behind WMC-TV and WHBQ-TV) to begin broadcasting its local newscasts in high definition.

The switch came with a refresh of the newsroom set and new graphics, however major technical glitches occurred during the week following the conversion.

The station also currently produces Live at 9, a weekday morning program that maintains a talk show-style format and the public affairs program Informed Sources, which airs on Saturday evenings and sometimes Sunday nights and discusses current local issues.

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.

On September 12, 2006, The New York Times Company announced its intention to sell its nine television stations.

On January 4, 2007, the company entered into an agreement with private equity group Oak Hill Capital Partners to sell the stations to the Oak Hill-operated holding company Local TV, On July 1, 2013, Local TV announced that it would sell its stations to Tribune Broadcasting (which formed a management company that operated both Tribune and Local TV's stations in 2008) for .75 billion.

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