The Mission of WLMB-TV 40 is to provide Christ-centered television of high technical quality and programming excellence to uplift, unite, educate, challenge, and encourage viewers in a manner consistent with the teachings of God's Word.

Building on the foundation of this mission, we strive to:
- Communicate the redemptive love of Jesus Christ through an authentic Christian witness.
- Strengthen new Christians through programming which assists in the discipleship process.
- Edify and educate all Christians to deepen their faith in Jesus Christ and expand their knowledge of God's Word.
- Comfort and encourage all people in need.
- Encourage racial and ethnic reconciliation in the community.
- Offer corporate and individual worship opportunities.
- Inform and educate viewers about Christian ministries and outreach efforts worldwide.
- Produce local general-interest, public-service and public-affairs.