The following is an excerpt from our March issue:
By: Michael Roy Hollihan
The evolution of local television news has definitely reached new heights. Never in this city have so many local options been made available from so many different directions. Consider this: in 1980, there were two stations doing local news, with roughly ten hours a week in programming. Twenty-five years later, the number of stations has doubled, delivering well past one-hundred hours per week altogether. The twenty-four hour cable news phenomenon has created a public hungry for immediate news. That expectation has transferred to local television, which now broadcasts throughout the day, breaking into regular programming and scrambling to beat-out any competitors by minutes and even seconds. Local television news has reached its height, and the competition has never been so fierce.
There are four news stations in Memphis – NewsChannel 3 (WREG), Action News 5 (WMC), Fox 13 (WHBQ) and Eyewitness News24 (WPTY). Their corporate owners (The New York Times, Raycom, Fox News, and Clear Channel, respectively) spend a small fortune each year on market research, audience surveys, anchor and reporter research, focus groups, and polls, all in an effort to find out what people want to see and how they’d like to see it. Every aspect of presentation is dissected. Anything that can be tweaked is studied and improved.
Stations will fight tooth and nail to get a story on the air just seconds before their competition. Then they will crow to their viewers when they do. They will brag about exclusives. They will brag about equipment. They will fight as though their lives depended on beating the other guys out. And in many ways, it does.
Still, according to the Columbia University Graduate School of Journalism, local news has seen a twenty-five percent drop in viewers since 1997. Despite an unprecedented growth in programming, fewer people than ever are watching. All four local news stations in Memphis fill the day with broadcasts – morning shows, noon, late afternoon, evening, and late night news. Not to mention Saturday morning news, weekend evening and late night news. Still, with all these options, stations are no longer pulling in the viewers they once did. Instead, they are cannibalizing each other’s numbers.
“You aren’t going to get people who don’t watch TV,” says Peggy Phillip, former news director for Action News 5. “Non-watchers have already made up their minds. You get people who watch other stations. It’s a much easier job.” The hope is to create viewers that remain loyal to a particular broadcast, despite changes.
And there have been changes. (more…)