On October 12, 1994, WKRG became known as WNTM, with call letters standing for "News Talk of Mobile", making it clear that the new owners at Capital Broadcasting want to keep the talk radio format. Along with radio programs such as "The Rush Limbaugh Show", some former WKRG Radio staff would stay in this midst of change. The station's owners would also inherit studio & office space on the third floor of WKRG-TV's facility. Clear Channel Communications would take ownership of 710 AM and 99.9 FM in 1997. Interesting enough, Clear Channel also owns what would become WKRG-TV's biggest rival in decades, the new NBC affiliate WPMI. After WPMI started its news operation in January 1996, the resources of this new addition to the Mobile-Pensacola news media would be put to good use for WNTM in the years to come.