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Station Bosses Say Numbers Support Creation Of 'News Channel 8 At 10' On 38

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The Tampa Tribune

Published: October 8, 2007

There are a number of reasons why WFLA, Channel 8, and WTTA, Channel 38, are partners in a 10 p.m. newscast that begins today.

Both stations can turn a profit, possibly lure new viewers and nip away at the ratings of rivals.

The audience gets something, too: a 35-minute roundup of local and national news and local weather.

'Local news is something our viewers have said they want,' says Julie Nelson, general manager of WTTA, an affiliate of the MyNetworkTV.

There's already a successful 10 p.m. newscast in the Tampa-St. Petersburg TV market, 'Fox 13 News at 10' on WTVT, Channel 13.

But research shows there is room for two, Nelson says.

At first, it might be a little confusing for viewers because 'News Channel 8 at 10' will be on Channel 38.

WFLA is owned by Media General Inc., which is based in Richmond, Va., and also owns The Tampa Tribune and TBO.com. WTTA is owned by Sinclair Broadcasting, which is based in Baltimore.

The new Monday-through-Friday newscast will be produced at WFLA's studio. It will feature Channel 8 anchors and reporters. It also will have some of the same news reports that air on other WFLA newscasts.

'But it won't be exactly the same,' WFLA news director Don North says.

He says the newscast for Channel 38 will be fast-paced and headline-driven.

The anchors will be Peter Bernard, a WFLA general-assignment reporter, and Katie Coronado, a reporter for Media General's Spanish-language newspaper, Centro Mi Diario.

Bernard, who has been at WFLA since 2002, got the anchor post because he impressed North during a recent stint as a fill-in meteorologist.

Coronado impressed North with her on-air reporting for Channel 8. Born in New York, she grew up in Orlando and is a former producer for Telemundo, which is based in Miami.

'This is a great opportunity for everyone involved, and I think the community will benefit, too,' Coronado says.

WFLA's weekend meteorologists, Leigh Spann and Mace Michaels, also will be featured.

There will be a Channel 38 logo on the screen during the newscast.

'This may require some adjustment for the audience, but they will figure it out,' Nelson says. 'This may be new to Tampa, but it is being done in numerous markets around the country.'

Media General-owned stations in several cities produce newscasts for other stations.

WFLA general manager Mike Pumo says the newscast will finally offer viewers a 10 p.m. alterative to Fox affiliate WTVT.

He says Channel 8 has wanted to do a 10 p.m. newscast but could not because it is an NBC affiliate. The station is obligated to carry NBC's entertainment programming.
WTTA carries MyNetworkTV programming from 8 to 10 weeknights.

Some of MyNetworkTV's reality programming is an excellent lead-in to news, Nelson says.

'We are adding this at an opportune time because during much of October, the Fox stations are carrying baseball playoffs that run late,' she says. 'On many nights, we will have the only 10 p.m. newscast.'
WTTA had its own newscast from 2003 to 2006. It was a costly investment that eventually went out of production.

'Our viewers have asked if we are going to have news again, and by partnering with Channel 8, we are getting a quality newscast,' Nelson says. 'News brings us a unique set of viewers, and it's a way to grow our audience.'

It also might help bring new viewers to Channel 8. North says the 10 p.m. newscast won't detract from WFLA's 11 p.m. newscast.

'We are assuming there are two different audiences, and the people who want to watch a 10 p.m. newscast are going to bed afterward,' he says.

But those people might be inclined to sample Channel 8's other newscasts (say, at 5 or 6 p.m.).

While the 10 p.m. newscast will benefit from the flood of political commercials expected during the 2008 presidential race, that's only a short-term gain.

'We're looking at developing this over the long haul,' Nelson says.

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