Posted by chicagomedia.org on July 12, 2009 at 11:42:56:
Shuffle here, reversal there as local TV does its dance
Phil Rosenthal | Chicago Tribune Media
July 12, 2009
WCIU-Ch. 26 announced last week it was dipping a toe into news. WFLD-Ch. 32 said a few days later it was taking a toe out but remained open to putting it back in later. And local cable news station CLTV shook its staff all about, moving to cut 20 positions or so.
You wonder just what is going on, but isn't it obvious?
They're doing the hokeypokey.
NBC Universal Chairman Jeff Zucker said on his company's CNBC the other day that the worst may be over for those in the media marketplace, which is not the same as saying skies have cleared and bluebirds are singing.
"It's still quite uncertain and we don't really see the full recovery we are all hoping for," Zucker said. "It's still tough out there, but I think we have seen a bottom. ... Our local TV stations seem to be improving."
The objective for now is to maintain one's balance until the footing is demonstrably better.
Neal Sabin, Weigel Broadcasting's executive vice president, recognizes the need to diversify WCIU's syndication-heavy portfolio and get at least a taste of the TV news ad money still to be had. "Going forward we need more local content," he said "We need more opportunities for advertisers."
So this fall, weekday mornings between 6 and 9 on The U (WCIU's primary 26.1 feed) and Me TV (its slate on digital subchannel 26.2), reports of anywhere from 30 seconds to 10 minutes will be interspersed with WCIU's regular programming.
Some of the segments presented by Jeanne Sparrow, formerly of WGCI-FM 107.5 and WMAQ-Ch. 5, may be little but gussied-up ads themselves and labeled as such. Others, however, will be legit news, entertainment and lifestyle features.
"We're reinventing things," Sabin said. "We can't compete and create a 'WGN Morning News.' They do a great job with that show. We already have viewers watching WCIU in the morning who have chosen to be with us, not one of the other stations. ... We want to hold on to that audience and grow our locally produced programming."
Fox-owned WFLD, with former Tribune Broadcasting boss Pat Mullen as its vice president and general manager, has gone after Chicago Tribune parent Tribune Co.'s WGN-Ch. 9 morning juggernaut in a different way. Where Channel 32 has seen its most notable success is in a newsy fifth hour -- yes, a fifth hour -- from 9 a.m. to 10 a.m.
"[WCIU is] trying something new. I give them credit," Mullen said. "But it's always tough to mix entertainment and news. Normally people tune into a station for news or they tune in for entertainment. It's unusual to go back and forth. ... We've gone to a news-driven format show. We like the place we're at. The ratings are proving that out."
Mullen's WFLD ran into its own predicament. It launched a 10 p.m. newscast, "The Ten," in the spring of 2007 to reduce its reliance on syndicated fare in the slot following its 9 p.m. news. Now, less than 2 1/2 years later, he has concluded that "there's no question that the economic opportunity with 'The Office' is greater."
Reruns of the NBC sitcom will take over the 10 p.m. slot on Sept. 21.
"The Ten" co-anchor David Novarro, who has been with WFLD for nine years, is at the end of his contract and will leave the station. Lauren Cohn, Novarro's 10 p.m. co-anchor, will report for the 9 p.m. show.
But the fact Mullen said there will be no other cuts as a result of dumping the late newscast does little to dampen speculation he still might launch an additional earlier one, especially with the station about to add afternoon syndicated talk shows from Wendy Williams and Oprah Winfrey associate Dr. Mehmet Oz.
"Our philosophy is the same," said Mullen, whose station is still airing a market-leading 37 1/2 hours of live local news weekly. "We still think news is the sweet spot, long term. We're going to continue to look for those opportunities."
And opportunity in tough times is measured not only in potential for revenue growth. It can be seen in potential cost savings, as at CLTV, which is preparing to move in with corporate cousin WGN. According to a source briefed on the matter, 20 CLTV employees got notices last week that their jobs would be eliminated at the end of August because of the consolidation.
You do the hokeypokey, and you turn yourself around. That's what it's all about.
Play it again, Sam: More than four years after WPWX-FM 92.3's first attempt to hire then-WGCI-FM 107.5 afternoon star Sam Sylk blew up, Power 92 is getting its man. Crawford Broadcasting Co. said Sylk leaves Cleveland to become WPWX's new afternoon drive host, effective Monday. He replaces Donnie Devoe.