St. Petersburg’s longtime television landmark at 365 105th Terrace NE is now for sale. The former WTOG‑TV headquarters, which housed the independent station’s studios and production facilities for nearly six decades, is listed at $1.4 million, offering roughly 21,000 square feet of usable space.
Why the property matters
Built in 1965 and expanded repeatedly to meet the evolving needs of a broadcast operation, the two‑story structure includes sound‑proof editing rooms, former control areas, cyclorama walls and a robust electrical system with battery backup and a generator. Those features would be costly to replicate in a new build, making the site attractive to media‑production firms, podcasters and photographers.
Current status and sale history
Commercial real‑estate broker Mike Schultz of Insta Real Estate Solutions explained that the sale grew out of a package deal with Rec Deck, a neighboring recreational‑sports facility that had been renting parking spaces from WTOG. When the station decided to sell, the parking lot and the studio building were offered together. “They didn’t intend to buy the TV station,” Schultz said. “It was a package deal. You have to buy it all.”
WTOG remained in the building under a lease‑back arrangement until the end of May and has been vacant since. The station, now owned by Paramount and branded as Tampa Bay 44, continues to broadcast via antenna and cable from a different location.
Potential uses and challenges
Prospective buyers have floated ideas ranging from warehouse space to commercial offices, but the building’s irregular layout—an accumulation of add‑ons over the years—means any conversion will require significant investment. An Orlando‑area media company once signed a contract to use the space for production but withdrew after assessing the renovation costs.
Schultz believes the property could serve as a hub for video production, podcasting and photography, perhaps by renting studios to content creators. However, he cautions that a buyer will need extensive experience in large‑scale rehabilitation projects.
Financial perspective
At about $66 per square foot, the asking price leaves room for renovation compared with the expense of constructing a comparable facility from the ground up. Schultz expects the eventual buyer will likely be a local business seeking a sizable headquarters or a specialized commercial venue.
Legacy of Channel 44
For generations of Tampa Bay viewers, WTOG was a daily presence. The station launched in November 1968, offering movies, cartoons, syndicated shows and locally produced programming before affiliating with Fox, UPN and The CW. One of its most beloved personalities was Dr. Paul Bearer, the horror‑movie host who entertained audiences with classic monster films from 1973 to 1995.
Although the building still bears traces of its broadcasting past—control rooms on the second floor, editing suites and technical infrastructure—WTOG removed most satellite equipment when it vacated, leaving behind a space designed for a business that no longer operates there.
Looking ahead
Schultz remains in talks with interested parties and contractors to gauge renovation costs. “There’s a ton of opportunity in there,” he said. “You just have to have somebody with the right end game.” The sale represents a rare chance for a local investor to preserve a piece of Tampa Bay’s television history while repurposing it for modern creative enterprises.
Original reporting: St. Pete Catalyst — read the source article.
