Local Newscasts are Getting Easier to Ignore
Posted on Wed, Jan 27, 2010 @ 07:00 AM
I hate it, but local newscasts are getting easier to ignore every day. We all hate it, but it's true. Just look at the ratings.
As we try to analyze the many reasons why, too many people are concentrating on the easy answers. Things like the same information being available all over the web, new competitors, changing lifestyles, etc. Sure, sure. But, are we hastening our own demise by putting such bland people on the air? Where are all the big personalities? Where is all the talent with something to say? They ain't on local TV.
Along with everything else we are trying to do to stay viable, let's start today to put some big, bold personalities back on the air. There are way too many people on the air who look and sound alike -- from San Angelo to NYC. The problem is they rarely make a contribution other than to read a clean newscast... a perfect formula for being ignored.
Viewers respond best to talent that is unique and has something to say. There used to be a lot of "characters" around. Think Bill Bonds. If you have to ask, "Who's he?" you have something to learn about this business. (Check out this classic Bill Bonds clip.) We need to get a bunch more interesting folks on the air and fast. Sure, they have to be competent and passionate about their work... those are givens. But they also have to be characters with something to say.
And, don't tell me they cost too much or are only found in big markets. Take a look at someone like Karole Honas in tiny Pocatello-Idaho Falls (there are a few others around too). She doesn't look and sound like every other anchor in America. She knows her market inside out, is not likely to ever move (is proud of that) and she has something smart to say in every newscast... something above and beyond a clean read.
-Bruce Northcott