MADISON, Wis. -- The parent company that owns WISC-TV, Channel 3000.com and Madison Magazine announced on Monday that it was changing its name.

The company, formerly known as Morgan Murphy Stations, will now be known as Morgan Murphy Media.

Elizabeth Murphy Burns, president of the family-owned company, which is based in Madison, said that the new moniker corresponds to current changes in the media.

"This name change reflects how our industry and the media landscape has changed in just the past few years. I'm a third-generation owner and just as my grandfather pioneered in newspapers and my father in radio and television, my generation has welcomed the digital world as part of our news, information, and entertainment delivery service," she said. "It's only natural that we change our name to reflect today's reality in the media industry."

Murphy Burns said that she feels the company has grown beyond its base in TV and radio and is expanding into magazine and the Internet.

"We expect that expansion to continue and our new name allows that growth to occur under an appropriate corporate banner," she said.

Morgan Murphy Media embraced digital media by becoming one of the first television stations to establish an Internet presence with the launch of Channel3000.com in 1998. Channel3000.com has now become Madison's most-viewed news and information Web site. In 2005, Morgan Murphy Media debuted its Internet video player, C3K To Go.com, featuring exclusive newscasts as well as archived stories. Morgan Murphy Media has also moved aggressively into Web-based and mobile delivery ventures at all its television and radio locations.

"This is a significant change and one which reflects what's happening in Madison," said WISC-TV Vice-President and General Manager David Sanks. "Just a few years ago, our company consisted of simply one television station. But now, our local media presence includes Madison Magazine, Channel 3000.com, MyMadisonTV, and Murphy Entertainment Group. Using all these platforms, we're able to deliver news and entertainment in the variety of ways demanded by consumers. And we provide our advertisers the opportunity to use Morgan Murphy Media as a one-stop shop to reach their customers."

In addition to Channel3000.com and WISC-TV, Morgan Murphy Media operates TV stations in Spokane, Wash., Yakima, Wash., and in La Crosse, Wis. It also owns media operations including seven radio stations in Spokane, five radio stations in Platteville, Wis., Madison Magazine and Murphy Entertainment Group, which produces non-fiction programming for broadcast and cable networks and Internet delivery.

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