Birmingham Post-Herald from Birmingham, Alabama • 28

C6 Binwnflhaw Ninos SATURDAY Birmingham Post-Herald May 10 2003 wwwpostheraldco(n BUSINESS WIAT FVom page C4 "The reason USA Today succeeded with their concept of shorter stories hi greater number is they made changes Now they do something in depth hi addition to the shorter Powell about believe what weVe doing is the wive of the future not trying to say quantity is the way to go but I was often frustrated having to do a live shot just for the sake of having a live shot A refers to having a reporter on camera usually outside of the newsroom during a newscast The traditional news format that Ragan left behind though continues to win viewers in the Birmingham market In February 2003 WIAT-42 remained at a 3 rating at 5 pm weeknights while WBRC-6 Ragan admitted Powell touched on the biggest drawback The down side of this is to be honest on huge stories when our viewers even our established viewers will turn to other stations" he said Shipley said the time may come when local news is structured more like about He said the key to its success will be the introduction of digital interactive television into mote markets A newscast he said might have several quick stories but viewers interested in a particular topic will be able to pause the news and see more on that topic Shipley said it may be many years before the Birmingham TV market has that kind of technology Until then experts say WIAT-42 needs to makei sonalities He also said the about time format may limit personality development The format does not allow WIAT-42 to cover lugger stories as in-depth as other stations Plus without oocamera reporters the station cannot as effectively cover events such as the May 3 University of Alabama board of trustees meeting concerning football coach Mike Price WIAT-42 was the only Birmingham news station not reporting five from that meeting "Whenever there is a hot news topic people want more fresh information Powell said "Take the Mike Price story The amount of time they would cover that is less than a minute in their format For people who are interested in that topic they want just have a five-year history with these people If I were (a WIAT- 42 executive) and looking at the ratings I would try to lure away a trusted face from another Buccelli said WIAT-42 knows the importance of recognizable trusted faces in the news For the past 18 months the station has begun to work on promoting the names and faces of its newscasts with commercials featuring anchors such as Sherri Jackson and David Lamb But Larry Powell associate professor of communication studies at University of Alabama at Birmingham aaid the station has a chicken-andegg problem In order for promotional commercials to work people have to be watching the station And in order for more people to watch WIAT-42 Powell agrees they need more recognizable per -therefore affect the rave-nue Buccelli said the viewership growth was in response to a format that delivers more stories and less chat WIAT-42 doesn't use reporters on the scene but instead delivers all information from the set Some 1 staffers double as reporters and i photographers by taking notes cap-: hiring video and writing the news to be delivered by on-camera news- casters The format Buccelli said elimi- pates the 10 to 25 seconds it takes for an anchorman or anchorwoman to introduce a reporter and set the scene WIAT-42 then tuns that ad- ditional time into additional stoma Most stations offer an average of 13 stories in a 30-minute newscast while WIAT-42 offers as many as 30 WIAT-42 news director Larry Ragan said Because on-camera reporters 1 'are not required Buccelli said the format costs less' Ragan said WIAT-42 has about 25 people in its news department while news ratlings leader WBRC4 has about 70 believe in this format" Ragan said He said he went from Fox af- filiate WBRC-6 to WIAT42 in De- cember 1998 because of his faith in 1 i i had a 12 for first place At 6pm WIAT-42 also had a 3 household rating with WBRC-6 and ABC affiliate WBMA-3340 both earned an 11 rating to tie for first WIAT-42 had a 4 at 10pm with WBRC-6 and WBMA-3340 both earned 10 for first place David Shipley chairman of journalism and mass communications at Samford University said he surprised that WIAT-42 has been unable to grow with its format 11118 is not a cutting-edge community that looks for the new and Shipley said are looking far the tried and true at least in local news "Birmingham viewers need someone who is anchored in the community someone they have a history with The folks at 42 are talented competent people but we JEFFERSON PILOT INSURMNCEPOUCY HOLDERS If you purchased LIFE INSURANCE from JEFFERSON PILOT between January 1982 and December 2002 caM toK free 877-IKE-GULAS In Birmingham call 879-1234 Lowest Rates In Alabama! me the opportunity to provide a quote before you commit to anyone else Our rates and closing cost are always among the lowest in GLOBAL MORTGAGE 1 Perimeter Park South Suite 100N Birmingham 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