Archive for the ‘KCEC’ Category

Joanne Ostrow Examines the Entire Market
July 13, 2010

Joanne Ostrow’s extensive piece in the Denver Post Saturday detailing the entire market has been a topic of discussion lately. She interviews New Directors Luisa Collins of KCEC, Pattis Dennis of KUSA, Jeff Harris of KMGH, Tim Wieland of KCNC, and Carolyn Kane of KDVR/KWGN, all while mixing in her usual purple prose.

Ostrow focuses on the new demand for more local news, yet the audience is looking for more content through new forms of communication.

Tech-savvy audiences have abandoned the TV set in favor of Twitter, Facebook, YouTube and iPhone apps. But they’re still turning to local stations on those platforms.

“We’re reaching more people than ever in our history,” Channel 4 news director Tim Wieland said. The cyber-presence represents “an opportunity to recruit” audiences to the main TV product.

Ostrow and her interviewees also explore the possibilities of adding new newscasts:

Channel 31 is getting into the 10 p.m. fray at the end of the month. Channel 9 recently added a 4:30 a.m. newscast, expanded its Sunday newscast and boosted the 9 p.m. news on sister-station KTVD to an hour. Channel 4 is bracing for the day, next year, when “Oprah” quits syndication and the 4 o’clock hour opens for another newscast. And Channel 9 hints at more hours of local news to come, perhaps around the clock on sister station KTVD, perhaps in partnership with this newspaper.

The end of the piece touches on ratings, with KUSA being the perennial #1, KCNC at #2, and KMGH at #3.

The race is tight and getting tighter. Any shift in the rankings may show up first in total household ratings, not demographics. Already, KCNC beats KUSA two or three times a week in total household numbers. Advertisers concentrate on the demographic figures, not households, which allow them to pinpoint the most lucrative news audience, adults 25-54.

I don’t really want to turn this post into an analysis piece of my own, so I’ll leave it at that. Be sure to read the whole piece on the Post’s website.