WMBF-TV is the NBC-affiliated television station for the Grand Strand and Pee Dee areas of South Carolina that is licensed to Myrtle Beach. It broadcasts a high definition digital signal on UHF channel 32 from a transmitter in Bucksville. It can also be seen on Time Warner Cable channel 10 (analog), 120 (digital), and 1120 (HD). Owned by Raycom Media, the station has its main studio on Frontage Road East (along U.S. 17) in Myrtle Beach as well as one off West Cheves Street in Florence.