An Upbeat May for Local Television
Posted on Thu, Apr 29, 2010 @ 08:26 AM
As a history fan, I often think of events in the past that seem to apply to current happenings. Back in the 1930's, F.D.R. supporters passed out lapel buttons to Depression-weary Americans that said, "The worst is over, business is better." That seems to be the common sentiment at television stations these days.
I've been in a half-dozen stations in the last several weeks - in all parts of the country. While no one is rejoicing at their good fortune, the gloom and doom phase is definitely lifting. Managers are thinking about the future again, not just trying to deal with day to day problems and cutbacks. .jpg)
But as the Great Depression turned a whole generation into compulsive "savers," there will be lasting effects in the local television business because of what we've all been through. Paying big bucks to a syndicator for an untested lead-in program now appears dangerous. Hiring that expensive out-of-town anchor to make a splash seems like an old, quaint idea.
At the same time, making smart and cautious bets on the future seems like the right thing to do. Creating a new local program that's "advertiser friendly," buying everyone an iPad or iPhone, and using research to figure out how to squeeze an extra demo point out of a lead-in makes perfect economic sense. And it seems in-tune with where this business is heading. It's facing the future with some common sense.
So as May sweeps begin, the mood is upbeat. It's not only business that's better - so are attitudes. I'm looking forward to May.
- John Altenbern