WFLA Names New General Manager and Vice President

By Stephanie Tsoflias Siegel Comment

WFLA-WTTA, the Nexstar duopoly in Tampa, Fla., has a new vice president and general manager.

Mark Higgins will lead the stations and associated digital and mobile operations. He comes from another Nexstar station, WSPA in Spartanburg, S.C.

“Mark is an exceptional broadcast executive who has successfully led multiple duopolies in a variety of large and medium size markets across the country,” said Andrew Alford, sap and regional manager of Nexstar Broadcasting..  “In Spartanburg, Mark grew ratings, revenue and market share by expanding local content with an understanding of the diverse needs of our local audience, advertisers and marketers across three different states. He and his team revitalized a legacy broadcast operation that needed to rebuild a long-standing, deep-seeded history in these communities.”

This is a return to Florida for Higgins. He served as the station manager and director of sales for WTVT in Tampa and as president and general manager of WOFL, the Fox station in Orlando where he helped develop and launch the morning news. He also serves as a member of the University of Tampa Board of Fellows and as President of the Tampa Bay Broadcaster’s Association.

Higgins has led television stations in a variety of large markets, including Phoenix, Ariz. Las Vegas, Orlando, Fla. and Hartford-New Haven, Conn. and has been credited with their rise.

He will relocate his family to Tampa immediately.

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