Do Local Broadcasters Serve You?

As part of 90.3 WCPN®'s coverage on Media Access: "Do Local Broadcasters Serve You?", April Baer spoke with management at several local news outlets, to see how they view their responsibilities to the public interest.

If you would like to respond to these comments, please submit an email to: news@wcpn.org

Here's what Kevin Salyer, Vice President, Programming & Promotion, WJW Fox 8 Cleveland had to say:

Q: How does WJW Fox 8 describe its public service responsibilities?

A: Public service is just that - a responsibility. Fox 8 is deeply committed to that responsibility. Other stations can claim to share that commitment, but I think we prove daily that the needs of the public, our viewership and our community are foremost in our news product, our local programming and our on-air schedule of public service announcements. It is part of our charge as a purveyor of the public airways to serve and be aware of the needs and priorities of our viewership.

Q: What has FCC de-regulation meant to local TV stations?

A: In many cases, it has afforded some stations the opportunity to take back time, programs, and PSA spots that previously were allocated for public service. WJW Fox 8 has chosen NOT to take that course of action. Our long standing commitment to our community and to what's important to our viewers has continued in the form of on-going local programming and sponsorships, specific community-related news content as well as a steadfast amount of local on-air time exclusively for the purpose of public service and community awareness.

Q: What niche does local TV fill that viewers won't find in any other medium?

A: Television is still best form of visual and verbal communication as well as the dissemination of information. Yet, in this world of 500+ channels, the ONLY thing that will separate us… and differentiate us in the ever-increasing universe of television is… LOCALISM. Virtually any interest can now be specifically served on television today ranging from 24-hour sports, news and cooking to golf, antiques and even needlepoint. But the only way to stand out is be the beacon of localism to the community you serve. "What's going on in my hometown?" can only be answered by the local station. That too, is a commitment and a responsibility…and in this industry these days, that's also just plain good business. Otherwise, we're just another one of the 500 channels on your "clicker."

Q: Critics say TV news has gone SOFT and that stations don't do much public service beyond the drive time news. Reaction?

A: If that's true, then those stations who are guilty are also probably not doing well in the ratings and not making much money. The financial success of any television station is based on ratings. The more people who watch, the higher your ratings. People watch what they like… they watch for the information they need… they watch to be entertained Clearly, if you give people what they want, they in turn commit to that station and hopefully become frequent and loyal viewers. Obviously, if you ignore the needs of the viewership and don't address the news and happenings that are important to them, then you will not get the ratings, the viewers and ultimately the revenue to keep the station profitable.

Indeed, it is a delicate balance of priorities, but Fox 8 has always known that Clevelanders and Northeast Ohioans care - first and foremost - about what's going on here. That's one of the reasons we're the only station to have 3½ hours of local news each morning along with hour-long newscasts at 5, 6, and 10pm. That too, is a commitment. In addition to the strongest local news presence, Fox 8 has local programming dealing with high school sports, plus award-winning specials dealing with our communities called "Neighborhood." We produce numerous other local specials dealing with travel within NE Ohio ("One Tank Trips") as well as Mayoral Debates, Public Forums and Town hall Meetings. We've also produced half-hour and hour-long specials dealing with religion, health, school issues and other topics that are important to Greater Clevelanders.

In our various newscasts, we devote time each morning to the sights and sounds of our community (Kenny Crumpton's "Around Town") and we feature high school bands and local musicians each week along with local politicians, artists, authors and other news makers in this area. Fox 8 News is truly Cleveland's news.

Our commitment to our community also extends to utilizing our signal to engage people to action… to support important causes. The following is just a few of the many local causes and events that Fox 8 supports, sponsors and contributes to: Harvest for Hunger, Cleveland Film Festival, African American Women's Wellness Walk, Market Under Glass, Letter Carrier Food Drive, Clean Air Challenge/Lung Association, Blanket Sunday/Catholic Diocese, Akron Kids Fair, Fox 8 Caring Gifts, The Giving Tree and Christmas Comfort. These are just the beginning of the many important efforts that Fox 8 stands behind and supports.

In addition, our on-air personalities have numerous charities that they personally lend their time, name and effort to along with the support of Fox 8. Main anchors Tim Taylor, Wilma Smith, Dick Goddard, Bill Martin, Stacey Bell, Wayne Dawson, Big Chuck & Lil' John and many others realize they have a special responsibility that comes with being a Cleveland "celebrity" and they are all more than happy to support the efforts and causes throughout NE Ohio.

Q: Does the broadcast relationship between audience, station and advertiser still serve the public?

A: Without question, yes it does. One cannot exist without the other. They are still linked and dependent upon each other in countless ways.

The audience… the individual viewer as well as viewers who join together in one voice… still have the ultimate power and say. It is the viewer that both the stations and advertisers covet. The viewer is the customer and they have the right to expect and demand quality programming, newsworthy information and community representation from their local television stations. And, contrary to what some people may think, both the stations and the advertisers do listen… they listen closely to the needs, wants and desires of their customers.

Serving the needs of our viewing public is a responsibility and privilege that Fox 8 has always cherished. Fox 8… Cleveland's news, Cleveland's Pride… Cleveland's Own.

Here's what Lynn Heider, News Director at WEWS, NewsChannel 5 had to say:

A: We're in the business of journalism and entertainment and community service. The federal government gives us a license to operate, and part of our responsibility is to use that license, that "reach" that we have. to serve the community. I think we do that pretty well here at NewsChannel 5, because our motto is "On Your Side". We have daily troubleshooter reports, and our consumer reporter fixes things for people three to five times a week. Our investigative reporters are changing laws, fixing parking meters, getting new fire equipment on the streets, just because their investigations bring flaws to authorities attention, so they're then able to go out and fix it. That public pressure can't be underestimated. And I think we do a good job at it.

Q: If internet news sources continue to grow, do you think TV will still have a role to play?

A: I think it'll always have a role to play, because the internet cannot put its arms around you, a piece of newsprint can't put its arms around you in a way that video and sound can. There's an emotional connection that I think television makes that other news sources cannot make. They do wonderful work. The internet is great for getting you information on demand. You WANT some information at midnight, you can FIND that information at midnight. Newspapers are great for their ability to go in depth and give you all kinds of detail, but there's no substitute for what we do on television.

Where I think it becomes difficult is there are more and more and more television sources out there. There are hundreds of channels from which to choose. And there are more and more local channels offering news, so it gets to be more competitive and some smaller companies might have a hard time keeping their news operations on the air. Fortunately we work for one of the nation's oldest news media companies [WEWS is owned by the E.W. Scripps Company-ed.] Right now we're a very viable competitor. But it's a tough world out there. I'm using the internet less and less lately because the commercial pop-ups are so irritating. I just can't stand it anymore! I also think that while the web satisfies a need for fast information, it never feels very thorough and it never feels very emotional. It just doesn't connect, as far as I'm concerned, in the same way.

Q: People look back to the days when local stations were responsible for producing so much more local content than they do today. A lot of people have become very critical of the content of what's produced locally. How would you respond to those criticisms?

A: Well, I too grew up watching television when it filled a lot of local time in the mornings, but most of what I remember - and it wasn't in Cleveland, it was in Indianapolis - they filled them with talk shows. And most of them weren't real creative or very informative. If you look back on them they really weren't telling you anything, it was a bunch of people sitting around with coffee mugs, talking. And I'm not sure that served anybody as well as some of the syndicated shows [now] do. I mean, Oprah, for instance, because of her pull, her professionalism, and her name, is able to get the best psychiatrist, the best authors, the wife of the president--she can get some really outstanding guests on her show every day, that a lot of markets couldn't do locally producing some talk show. In terms of national sources, I think that there's no way that a local television could do what a network does. They have bureaus around the world, they're able to bring it to you live as it happens, and they have vast resources, and why try to "out-network" the network? And people don't want us to. If there's a big national story unfolding and we cut into that with local reaction - such as coverage of 9-11 - people are angry. They want Peter Jennings to bring it to them whenever it's not happening in Cleveland. And when it IS happening in Cleveland, they want to hear it from Ted Henry and Tonya Strong.

Q: Why do you still like working in this business?

A: I started working in this business in 1978, and I love it because of the immediacy, and I love the community service, I love having somebody come to us with something terribly wrong, and just by dent of exposing it, there's a lot of reaction to it, and often a solution. I love seeing that. And I'm competitive. I like to get things on our air that the other stations don't have. And I take it personally on the occasions they have something we don't. Sometimes it's frustrating - we're patient about explaining to people what we do and how we do it. And sometimes they're right. People will call and complain and they'll point something out that we take to heart and we act on. Part of community service is listening to the public and how they feel about what you do, and I think some of their points are really valid. I do find it interesting that people say "Why is all the news you do negative? Why don't you do more positive news?" And then when you drill down and find out what they mean by that, you find a lot of stories ARE positive: when you look at accomplishments of a school child or an improvement in test scores, or savings in tax dollars, or a Duane Pohlman investigative story that points something out and gets it fixed - that IS positive news. And I know that some of the shows that have been put on the air just doing positive fun stuff - PM magazine and stuff like that - folded, because people stopped watching them. There's an expectation when you turn on the news. Yeah, some of it's going to be brutal and ugly and negative, because news is covering reality. People will be angry, if we don't cover the latest suicide bombing in Israel, and opt to bring you fluff at six o'clock instead, people will stop watching us and we would lose our credibility.

Q: Is there an unrealistic expectation of commercial TV stations, considering the way broadcast TV is funded?

A: Well, it's a good question. We cover news sometimes that offends an advertiser, but its important to people so we do it. But I haven't seen yet where it's run anybody out of business. It's difficult to balance the concerns of any business these days. You have your budget concerns, and personnel - nine things happening at once and four people to cover it. But I don't see that as being any different from anything else they throw at us.

In addition to Heider, NewsChannel 5's Public Affairs Director, Moreen Bailey, had these comments:

Our commitment to public service is still as strong as ever. This has not changed because the FCC regulations are looser. We continue to serve non-profits through public service announcements and campaigns, the community at large through a weekly public affairs program that addresses a variety of issues in our viewing area, town hall meetings on issues critical to our community and a variety of public service campaigns that are beneficial to our viewers, a few examples are: Buckle Down - encourages viewers on the proper use of car seats and also reminds viewers to use their seat belts, the Harvest For Hunger campaign helps in raising money and food for area food banks, Holiday Drive 5 raises funds for one local non-profit during the holiday season.

In addition to our traditional approach to public service, we also use a non-traditional approach where non-profits can partner with a company willing to sponsor their event or campaign. This sponsorship allows for the organization's message to be aired at times other than during the traditional overnight rotation.

Here's what Lisa McManus, Program Manager, WOIO/WUAB, had to say:

Q: How does WOIO/WUAB describe its public service responsibilities?

A: Producing Public Affairs Shows that provide educational, informational and cultural programming, for all of Cleveland and surrounding areas. Sponsor, promote and volunteer for events throughout the year for non-profit organizations that's making a difference in the Greater Cleveland and surrounding areas. News Anchors, Sales, Marketing, Production, and Community Affairs are all involved in sponsored events. Air public service announcements that are informative and that pertain to the Cleveland and surrounding communities only

Q: The FCC used to regulate public service for local broadcast… the regulations are MUCH looser now. What has that meant to local affiliates?

A: There are FCC rules and regulations that broadcasters still must follow:

a. Public Service Announcements that are aired are to feature non-profit organizations only.
b. All television stations must air at least 3 hours per week of Children's Core programming (that is, programming that meets the educational and information needs of children ages 16 years of age or under).
c. Stations must continue to meet the standard of serving the public interest as a whole.

Here's what Randal Stanley, News Director, WKYC Channel 3 had to say:

Q: How does WKYC describe it's public service responsibilities?

A: We are committed not only to providing news and information to our viewing area... but to do so in a way that responds to the needs of Ohio families. We feel it is just as important to be accurate and complete as it is to be first on the air with a news story.

Q: FCC used to regulate public service for local broadcast... the regs are MUCH looser now. What has that meant to local affiliates?

A: Our commitment to serving our community goes beyond legal responsibilities. We cover local issues as part of our role as a leader in Cleveland news coverage.

Q: What niche does local TV fill that viewers won't find in any other medium?

A: The competition for viewers is more intense now with more programming options. We focus on local news coverage you can't get from national news programs and cable television programs.

Q: Some critics say broadcast TV news has become soft, and that stations don't do much public service beyond drive time news. Any reaction?

A: WKYC offers a variety of news programs and special coverage to meet the needs of our community. Channel 3 has a long history of award-winning public service programs. We feel we have a special relationship with our viewers that keeps us focused on serving the needs of our community.

Q: Does the broadcast relationship between audience, station, and advertiser still serve the public?

A: Local broadcasters are still in the best position to serve the local community. As satellite, cable TV and the internet compete for your attention, local television remains the best place for important coverage of what's happening in your hometown.

Q: If internet news sources continue to grow, do you think TV will still have a role to play?

A: Channel 3 is embracing the internet as a new information stream from our newsroom to your home. WKYC.com is Cleveland's best site for breaking news, comprehensive local news coverage and video stories and graphic elements focused on this area. National internet sites and cookie-cutter, automated sites that look like sources of local news really don't offer that kind of localism.

A: The competition stretches our resources and makes our job more challenging. However, we remain committed to quality local programming and news coverage.

Q: Why do you still like working in this business?

A: Local television news is an exciting career because technology and competition keep changing the way we reach our audience. But even as the business changes, the basics remain: quality stories about people and issues in our community and news coverage that can make a difference in people's lives. That's why I still like working on local television.

Q: Is there an unrealistic expectation of commercial TV stations, considering the way broadcast TV is funded?

A: Our viewers should have high expectations from us. They deserve our best work. Our community needs us to be at our best as a watchdog and source of information. I want WKYC to exceed our viewers' expectations rather than offer excuses when we fall short.