Morgan Murphy Stations is changing its name to Morgan Murphy Media as it expands beyond traditional broadcasting, it was announced today.

"Our company has grown beyond its ‘station’ base...into magazine and Internet ventures" said  Liz Burns, president of the family-owned company in Madison, Wis. "We expect that expansion to continue and our new name allows that growth to occur under an appropriate corporate banner.

"I'm a third-generation owner and just as my grandfather pioneered in newspapers and my father in radio and television," she said, "my generation has welcomed the digital world as part of our news, information, and entertainment delivery service."

Burns commended the stations for "leading the charge" on digital media. "In addition to Internet ventures, we’ve been pleased with our early entry into delivery of news and information to mobile devices as well as our early success in user-generated content," she said.

In 2005, Morgan Murphy Media debuted its Internet video player, featuring exclusive newscasts as well as archived stories at each of its television stations.

Morgan Murphy Media operates KXLY Spokane, Wash. (ABC); KAPP Yakima, Wash. (ABC); KVEW Yakima, Wash. (ABC); WKBT La Crosse, Wis. (CBS); and WISC Madison Wis. (CBS). In each of its TV markets, the company also operates an MNT affiliate.

Other media operations include seven radio stations in the Spokane-Coeur d’Alene, Idaho; five radio stations in Southwestern Wisconsin; Madison Magazine, a monthly lifestyle publication in the Wisconsin capital.; and Murphy Entertainment Group, which produces programming for broadcast and cable networks and Internet delivery.