That statement could have easily been written shortly after the Journal Broadcast Group’s acquisition of KMTV (Cox Channel 5) in December 2005.But it actually comes from an Omaha World-Herald story in August of 2003. It reflects the long climb KMTV has faced in the Nielsen Media Research ratings. Once Omaha’s No. 1 station (for the last time in July of 1994), the CBS affiliate has endured numerous anchor changes, weak network programming and questionable decisions regarding the content in its newscasts.
But with the release of the Nielsen ratings for February, staffers on 108th and Mockingbird Drive had something to celebrate. In total viewership, KMTV gained ground on KETV (Cox Channel 9) and WOWT (Cox Channel 8) at 5 and 10 p.m.
So what was the difference between this ratings book and all the rest since the current anchor team of Deborah Ward and Greg Peterson — along with chief meteorologist Ryan McPike and sports director Travis Justice — debuted in January of 2002?
KMTV introduced a new slogan ("Action 3 News"), along with new news and weather sets, a new website (action3news.com) and new graphics. And though toned down from an almost breathless delivery of the news when the format first launched a day before the February ratings period, KMTV’s newscasts remain fast-paced, with a heavy emphasis on breaking news and weather.
"Before (Journal took over), there was an emphasis on storytelling instead of the more aggressive way of reporting," said Journal Broadcast Group Senior Vice-President of Television & Radio Operations Steve Wexler.
From a network standpoint, CBS also helped KMTV’s cause, posting a wide lead in total viewers, helped by a stable of solid dramas: Without a Trace, NCIS, CSI: NY, Cold Case and Numbers, joined this season by rookies Criminal Minds and The Unit. And don’t forget The Eye’s hit reality shows, Survivor and The Amazing Race.
The combination proved worthwhile enough to overcome two decisions that proved mostly unpopular with viewers when former owner Emmis Communications was running the station: the elimination of a traditional sportscast within evening newscasts and the green-lighting of a weeknight "For What It’s Worth" opinion segment.
Wexler’s formula for change is a little more conventional to television news.
"We are very pleased with the tremendous growth of Action 3 News in such a short time," he said. "We remain committed to our news mission of delivering a newscast that provides in-depth reporting on important stories and live coverage of breaking news events, including accurate and timely severe weather coverage with our "First Warning Forecast" program on both Action 3 News and our Journal Broadcast Group radio stations."And though no one at KMTV will officially confirm it, reporters and photographers at other stations say they have heard KMTV staffers are under orders to be "first on the scene and last to leave" in order to provide the most comprehensive coverage of spot news.
Another factor to consider for future ratings strength is CBS’ recent signing of Katie Couric as anchor of "The CBS Evening News." The strong lead-in she has the potential to provide for the 6 p.m. time slot is fueling rumors that KMTV will revive its six o’clock newscast three years after shuttering it.
"The fact that news viewers have responded so quickly to Action 3 News is very gratifying," Wexler said. "We're going to work hard to continue earning their trust and loyalty."
6 comments:
Let's be a little cautious. This was the first book. People will check out a new thing. Plus the Olympics were going on so many who didnt want to wait til 10:30 or 11 may have turned over and "tried" the new cast.
Let's see after may's book and beyond.
I chuckle because just 6 or 8 months ago an AE at the 3rd was touting how great they were without sports and they were up and coming. Then voila they change monikers, add sports and now she again says how great things are. I asked her "well you said people didnt want sports and now you have it again - she had no answer"
Sean, You need to do your job and tell us how big (or small) the increase in viewership was. While I understand that they are celebrating progress there was only a slight increase from the November book and virtually NO change from a year ago in February 05. Either you are being unduly influenced by your former employer or you don't know how to interpret numbers.
Will there be any critical thought on this blog? This seems to be the local version of PR Newswire. Press releases for the press! How Omaha-like.
J101, Get a grip. Not looking for slander, just accuracy. I do appreciate Sean's kinder tone. On the other hand Ted is a loser. I hope he is gone for good but Im guessing he is lurking in a sewer somewhere, waiting to slim someone. He's sad,pathetic and unfunny. Unfortunately there seem to be some who actually miss that blog.
And by the way, 3AN was the only station not to break in with reaction from OPS Thursday afternoon. Apparently Oprah is more important than one of the biggest stories in recent Omaha history. Yeahhh..they're on top of it. Love that "first on the scene and last to leave" philosophy.
It's not coincidental to anyone that Weide pops up with a Reader Blog just when Ted dissappears? See, the reader blog can't be too critical -- or Ted -- uh I mean Sean -- would lose another day job, right Sean?
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