Content area
Full Text
A TV news broadcast molds the image of the station. Some experts say that it generates nearly 40 percent of the stations gross revenue. And in the Central Kentucky area, as in any area, the issue of economics will dramatically change any game into a very competitive one.
The game board sets up like this: New, young and capable management and new corporate ownership leads a staff of veterans at WTVQ NewsChannel 36. Neck and neck with WLEX, they want to edge out the competition and head for the number-two spot and beyond; But WLEX Channel 18 is fighting back. Its new general manager, who had been sitting eagerly in the station's number-two seat for years, has begun to make significant changes in order to keep a firm hold on his station's ground, and make it strong enough to conquer new territory; and WKYT, the long-standing number-one station, with an established leadership and loyal audience respect, is ready and confident for any challenge. There are no cowards in this group; all three Lexington stations are up in arms and ready to face the battle of Central Kentucky's News War.
WKYT 27
When Ralph Gabbard took the helm at WKYT-TV Channel 27 in the early 1970s, he said that there was no competition for the Central Kentucky TV news audience. Also, there was a lack in quality throughout TV news in the region. Things have changed. Other local stations have "beefed-up" their staffs and "have realized the need to present themselves with a strong local identity in news," he said.
While Gabbard is proud of a two-to-one viewer market share and a decisive lead over WLEX and WTVQ, he said with more than 40 cable TV stations in the Central Kentucky market, and the possibility of as many as 200 stations in the future, all three local stations are vying for the viewers eye. "It is easy to get lost in the shuffle," he added.
The news program is the centerpiece of the station, giving it recognition throughout its market. "It builds trust with the advertisers and the viewers," Gabbard said. "It is very important financially... And the more money you can make, the more and better people you can hire." To remain competitive, he...