The Orlando Sentinel from Orlando, Florida • Page 72

18 Central Florida Business March 13-19, 1989 COVER STORY SS NEWSG 1 1 Network affiliates' share of Central Florida viewers WESH WCPX WFTV 34l 30 Ssz at the National Association of Broadcasters. "A strong network helps, but there has to be a balance of strong local service and commitment to the community." In recent years, Channel 6 has lost key personalities anchor Carole Nelson, who resigned in 1986, and weather anchor Mike Burger, whose contract was not renewed this year. Schweitzer pointed out some positive aspects with the station's news: Ellen McFarlane, who is considered the market's No. 1 con- 26 i i. 1 Jt ft I v.

1 0 22 18 II 1984 1986 1987 1985 1988 Percent of all households, with televisions on, tuned to the specific station) Source: Arbitron Ratings Co. I May II November ft Ta JOHN RAOUXSENTINEL WESH-Channel 2 general manager Nolan Quam hopes his station helps change Channel 9's top ranking. sumer reporter; strong medical coverage by Charna Davis; and its newest anchor, Michelle Muro, has taken off "like a rocket." The station also is banking on Pamela Kister, who replaced Burger as weather anchor. And Schweitzer said that Channel 6 is involved in the community. The station has aired cerebral palsy telethons, raising $300,000 in the most recent campaign, sponsored the fingerprinting of 100,000 children, and has hosted political debates; The difficulty, Schweitzer said, is developing viewer loyalty.

The size of Central Florida's TV market has increased by 25 percent in the past five years, adding JILL SHARGAASENTINEL 155,400 households. (The market includes Orange, Osceola, Seminole, Brevard, Vo-i lusia, Lake, Sumter, Flagler and Marion counties.) Further, Schweitzer said, Channel 6 re-, search indicates that the station has a broader appeal than shown by Arbitron or Nielsen Media Research. The station, Schweitzer said, appeals to people who have been in the market for less than 10 years, and are less likely to complete the diaries of the two leading research companies. Channels 2 and 9, he said, attract an older, less-mobile audience, viewers who RATINGS From 1 CHRIS USHERSENTINEL WFTV's Cliff Conley keeps eye on Bud Heddinger (left) and Marti Salt. have been in the market longer and are more likely to answer Arbitron and Nielsen questions.

"Everyone here is from somewhere else," he said. "It's difficult to build loyalties." Channel 6, he contends, ranks high in a number of demographic groups important to advertisers, such as upper-income professionals. His research indicates that the station frequently is second not third in the market, he said. But advertisers rely upon Arbitron and Nielsen when buying time, and as a result of its standing in those ratings, Channel 6's revenue is estimated to be less than its competitors. Handley estimated Channel 6's annual advertising revenue at $47 million, compared with about $55 million each for channels 2 and 9.

Schweitzer said that First Media would like to see Channel 6 generate more revenue. Soon after the company bought the station, advertising revenue growth nationally began to slide from record levels. "They First Media were like the people who buy the Hulahoop factory 24 hours before the fad ends," said George Flynn, a consultant for the Florida Association of Broadcasters in Tallahassee. Analysts accuse First Media, which is partly owned by the Marriott family, of shortchanging the station. First Media president Glenn Potter could not be reached for comment.

"The station is very profitable," Schweitzer said. Channel 6 has found great success in a semi-independent production unit it started three years ago. Studio Six Productions, which generates revenue estimated at more than $1 million annually, recently secured a joint venture with Universal Studios Florida to co-produce Movie Lot Magazine. If Channel 6's fate is closely tied to that of CBS, improved ratings may be on the horizon. Scott Michels, CBS' vice president of affiliate relations in New York, said that Lonesome Dove was the most successful miniseries on any network in five years, attracting 28 percent of the nation's viewing audience.

In addition, CBS has secured some plum sports programming, including the 1990 Su-perbowl and 1992 Winter Olympics. It also is planning a new medical series that takes place in Hawaii and stars Richard Chamberlain of miniseries and Dr. KUdare fame. Schweitzer predicted that Channel 6 will be back on top. "As the network goes, so goes the station," Schweitzer said.

"In three years, CBS will be back on top, and so will we." TOP SPOT time clunkers, such as Raising Miranda and Dirty Dancing. The network of Bill Paley and Walter Cronkite, which dominated television for 30 years, has been off its feed. Channel 6 also has not kept up with the popular syndicated-programming purchases of its competitors. While the station has reruns of MASH, WFTV-Chan-nel 9 boasts newer programs like Wheel of Fortune, Jeopardy and Oprah Winfrey. "A station's fortunes are tied to the network and to syndicated programming," Schweitzer said.

"This station was No. 1 in the '50s, '60s and '70s. We rode the crest with CBS." But the network may not deserve all of latest survey report available. That compares with 26 percent for the 6 p.m. news and 24 percent for 11 p.m.

in November 1983, according to Arbitron Ratings Co. While Channel 6 compares more favorably with its competitors at its midday newscast, the evening news potentially can reach a larger audience. Schweitzer blames the station's ratings on its affiliation with CBS. Despite the continued popularity of shows like 60 Minutes, Murder She Wrote and Dallas, the network has had a parade of prime- Network affiliates' share of Central Florida viewers (Percent of all households, with televisions on, tuned to the specific station) Channel 2 challenges Channel 9's top ranking with heavy promotions 34 "Based on the past year, Channel 6 is the weakest in terms of audience appeal among the three network affiliates," said Harry Handley, a broadcast-industry analyst and president of Bamberg-Handley consultants in Orlando. "It's been at least a two-year trend." The station's difficulties stem from a lack of self-promotion, problems with on-air personalities and a parent company that appears unwilling to invest the money needed by a TV station, industry analysts said.

Unlike its two chief competitors, Channel 6 has elected to rely solely on promotions during its own broadcasts. First Media Corp. of Potomac, bought WCPX three years ago for a market-record $200 million. Before the purchase, the company's broadcast experience was exclusively in radio. WCPX remains the company's sole TV interest.

The station relies on on-air promotions, Schweitzer said, because "we feel broadcasting is the most powerful medium." Still, Channel 6 also lacks the strong local identity enjoyed by its competitors, according to analysts. A station builds its local identity with strong news, popular on-air personalities and community involvement. Such a strong identity, for example, is considered the key to Channel 9's decade-long success. "A good local affiliate has to be responsive to the marketplace," said Chuck Sherman, executive vice president of television By Susan G. Strother OF THE SENTINEL STAFF Network affiliates' share of Central Florida viewers WESH WCPX i th i i i i i i i 1 1 WESH SHARE WCPX SHARE WFTV SHARE 1 1 111 I 111 I It Ifr 32 30 28 26 24 22 20 the blame.

CBS affiliates in other markets, such as New Orleans and San Antonio, Texas, have performed well despite the network's lackluster lineup. And while syndicated programming is important to a station's success, WCPX's lack of several popular shows does not fully explain its shrinking share of the market, analysts said. Channel 6 captured 26 percent of the TV-viewing audience five years ago, but only 19 percent of that audience in 1988. I I I I WFTV 28 16 II I II I II I II I II 1984 1985 1986 1987 1988 18 i ii i ii i ii i ii i ii i ii i ii i ii i ii Percent of all households, with televisions on, tuned to the specific station) Source: Arbitron Ratings Co. I May II November 1980 1981 1982 1983 1984 1985 1986 1987 1988 Source: ArMron Ratlnoa Co.

I -May H-November average of the day's viewing the station captured 26 percent of Central Florida TV-viewing households, according to the Arbitron Ratings Co. of New York. WESH averaged 23 percent, while WCPX-Channel 6 (CBS) averaged 19 percent. Only twice in the past five years has Channel 2 bested Channel 9 in the sign- on to sign-off figures, and twice the two stations have tied. "Would they channels 2 and 6 like to have our numbers?" Conley asked.

"You bet your sweet patootie." Under Conley's management, Channel 9 has found success with the right mix of news, editorials and documentaries. On its 5 p.m. newscast, the station has devoted more time to news than any of its competitors. There is also the recent investment in a $150,000 graphics package to upgrade Channel 9's overall look, and next year the station moves to a new $12 million studio overlooking the East-West Expressway in downtown Orlando. Then there's the moxie factor: WFTV recently aired its "backyard weather" segment in the yard of former WCPX weather anchor Mike Burger.

Channel 9's 6 p.m. news leads the pack, attracting 34 percent of the households viewing television during the November survey period. Channel 2 had 20 percent and Channel 6 was third with 18 percent. At 11 p.m., however, channels 2 and 9 have been in a horse race for the top slot. Channel 9 was on top in the November ratings period, bumping Channel 2 from the top position it held in May.

Channel 9 was on top in July and February 1988, but Channel 2 was ahead in November 1987. "Channel 2 is going after Channel 9 hard and fast," said Skip Painton, general manager of independent WKCF-Channel 68 in Orlando. Nolan Quam, WESH's general manager, said he admired his chief competitor, but said he hopes "our station has something to do with changing" WFTVs top ranking. Results of the February ratings "sweeps" are due next week. JILL SHARGAASENTINEL JILL SHARGAASENTINEL FUYiU Twenty-three years ago, Cliff Conley wouldn't have been found poring over a television ratings book or peering at advertising trends on a computer screen.

The general manager of WFTV-Channel 9, Central Florida's most-watched television station, had his mind on show business. In 1965, he was producing ski shows for the USO, having begun his career 12 years earlier as a water skier. Today, Conley, who joined WFTV in 1966, is in the catbird seat. Among Central Florida broadcasters, he is in the enviable position of heading the region's No. 1 TV outlet.

The ABC affiliate has been on the top for much of the past decade. But Channel 9's dominance is being challenged: WESH-Channel 2, Orlando's NBC affiliate, has for the past two years given WFTV a run for its money. Helping Channel 2 is NBC's star-studded prime-time lineup that includes The Cosby Show and L.A. Law. But the station also has improved its ratings by spending more on promotions, news reporting and sales research, market analysts and competitors said.

"The steadiest growth in audience has been on the part of Channel 2," said Harry Handley, a broadcast-industry analyst and president of Bamberg-Handley Inc. in Orlando. "Channel 2 has obviously made the decision to vigorously pursue growth." But Channel 9 still is king of the hill, according to the November ratings book, which contained the most recent available figures. From sign-on to sign-off an agreed to pay ABC for the right to air the network's programs. Program compensation is one of many concerns that has forced affiliates to reexamine their priorities for the best mix of news, community service and revenues.

"We're asking ourselves, 'Is it really necessary for all three network affiliates in a market to provide newscasts of essentially the exact same said John Spain, news director of WBRZ-Channel 2, an ABC affiliate in Baton Rouge, and past-president of the Radio Television News Directors Association. Some networks and their affiliates have sought out new relationships to beef up revenue. In the largest regional free-for-all of its kind, five South Florida stations swapped affiliations at the first of this year. Miami's WTVJ, formerly a CBS station, was purchased by NBC. WSVN, which was NBC's Miami affiliate, could not strike a deal with CBS and converted into an independent station.

CBS bought WCIX, the leading Miami independent station, while WPEC, the Palm Beach ABC affiliate, switched to CBS. Finally, WTVX, a Fort Pierce CBS affiliate, turned independent. "I think local stations will become more mercenary," said Bruce Northcott, a broadcast-industry analyst at Frank N. Magid Associates Inc. in Marion, Iowa.

"The relationship between stations and networks is changing rapidly." Wayne Lynch, news director at WXEX, said the Richmond station found that its 11 at 11 experiment improved late-news viewership by seven share points. A share is the estimated percent of viewers, with televisions on, tuned to a specific station. "It's a real lifestyle kind of thing," Lynch said. "We found that people have busy days and hectic schedules. We try to give them a program that answers their needs without stringing out their day." Affiliates study bottom line, newscasts in viewer battle By Susan Strother OF THE SENTINEL STAFF ra rom the crystal ball of broadcasting come i ja these prognostications: li fl The competition for advertising revenue stiffens.

A network affiliate eliminates its expensive news shows and converts to a lineup of syndicated and network programs. The battle for viewers intensifies. The 30-min-ute local evening news is compressed into two 15 minute segments: The first highlights news, weather and sports; the second provides entertainment news and in-depth sports coverage. The tables are turned on affiliates, which for 40 years have been paid to run network shows. Suddenly, the networks demand that affiliates foot the bill.

The scenarios may seem unlikely, but in the past two years each has occurred in television markets across the country. Network affiliates are experimenting with new ways of delivering the news, appealing to new viewers and, most importantly, of making ends meet. Their actions, in part, are in response to the networks. Sluggish national advertising and rising production costs have forced ABC, CBS and NBC to re evaluate their methods of doing business. The scramble for revenue has filtered down to the local level.

In Charlotte, N.C., NBC affiliate WPCQ-Channel 36 went through a series of new owners, was strapped for cash and, for a while, eliminated virtually all of its local news programs. News is an expensive commodity for local stations, and is one of the first areas trimmed when the going gets tough. In Richmond, ABC affiliate WXEX-Channel 8 offers 11 at 11 11 minutes of uninterrupted headline news at 11 p.m. News director Wayne Lynch said the station is trying to capture early-to-bed viewers who want a quick shot of news before retiring. The second half of the program includes a show business segment and sports coverage.

And in West Palm Beach, WPBF-Channel 25 has.