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3 million TV viewers affected, p2

'This is a landmark situation. It's historic. The eyes as of the entire broadcasting community will be on this market for the next year or so.' - Channel 4 general manager Dick Lobo 6 S. Florida stations share in historic network changes SWITCH / from 1A last summer, followed by aftershocks in the Palm Beaches market. dr Here's the thumbnail sketch: NBC programming (The Today Show, The Cosby Show, Miami Vice, The Tonight Show, AFC football, the news with Tom Brokaw) moves from Channel 7 to Channel 4. In the Palm Beaches, NBC stays on Channel 5. ABC programming (Good Morning America, Moonlighting, Dynasty, Nightline, Peter Jennings, Monday Night Football) stays on Channel 10, but moves from Channel 12 to the new Channel 25 in the Palm Beaches. Fox's Saturday and Sunday night programming, moves from Channel newly independent Channel 7. CBS programming (Dallas, 60 Minutes, Murder, She Wrote, Dan Rather, NFC football) moves from Channel 4 to Channel 6 and from Channel 34 to Channel 12 in the Palm Beaches. Channel 34 becomes independent. Channel 6's South Dade-based signal doesn't reach North Broward and is reportedly spotty in parts of Southwest Broward and Dade as well, particularly Miami Beach, North Miami Beach and Coral Gables. One of the most talked-about aspects of this change is how many viewers might now have difficulty picking up CBS shows. If you live in Broward and can't pull in Channel 6 with just your antenna, and if you are among the 35 percent of county residents who don't have cable, you might be able to get CBS from West Palm's WPEC-Channel 12. WPEC owner Alex Dreyfoos says his station will be taking a more "regional approach" to news now that it will be serving Broward as well as Palm Beach. CBS is contemplating a "public information program" in areas where the Channel 6 signal proves problematic. Sometimes all that's needed is a twist of the antenna south toward 6 sometimes not. The network is also thinking about offering to install supplementary southfacing antennas in high density high-rises. For those still confused about the programming changes, generally speaking, network programming is the early morning news shows; the afternoon soaps; the prime time (8 to 11 p.m.) dramas and sitcoms; late night; weekend afternoon sports. Most non-network programming stays where it is. (See chart in TV Book.) That means that syndicated game-show fare like Wheel of Fortune and Jeopardy, talk shows like Donahue and The Oprah Winfrey Show, do not move. Local anchor-people and news teams stay where they are. That means that although Channel 4 trades Dan Rather for Tom Brokaw in network news, John Hambrick and Susan Lichtman are still the local anchor team on 4. Sally Fitz and Steve Dawson are still at WSVNChannel 7, though now that their station is an independent, their late news moves from 11-11:30 p.m. to 10-11 p.m. Ann Bishop and Dwight Lauderdale and the Eyewitness News team remain at the unchanging WPLGChannel 10. Jim Dyer and Barbara Sloan are still at Channel 6, but now they're big time: Their news moves from 10 p.m. to 11 p.m., and a 6 p.m. early evening newscast is added to precede Dan Rather. "This is a landmark situation," says Channel 4 general manager Dick Lobo. "It's historic. The eyes of the entire broadcasting community will be on this market for the next year or SO." CHANGING CHANNELS Here are the affiliate changes affecting South Florida television stations: MIAMI/FORT LAUDERDALE STATIONS Channel 4-WTVJ, formerly Channel 6-WCIX, formerly Channel 7-WSVN, formerly CBS, is now NBC. independent, is now CBS. NBC, is now independent and home to the Fox Network. WTVJ 13 U 2 NBC 13 U 2 13 U 2 12 3 12 3 12. 3 11 11 10 5. 10 5 10 9 6 9 6 9 8 8 7 8 CBS O WCIX WSVN FOX WEST PALM BEACH/ TREASURE COAST STATIONS )WPEC INDEPENDENT CBS 34 12 14 34 12 14 34 12 14 32 16 32 16 32 16 30 18 3 18 30 18 28 20 20 28' 20 26 24 22 26 24 22 .26 24 22 abc 25 WPBF ABC Channel 12-WPEC, former- Channel 25-WPBF, a new Channel 34-WTVX, formerly ABC, is now CBS. station, is ABC. ly CBS, is independent. Unchanged are Channel 10-WPLG, ABC's Miami-Fort Lauderdale affiliate; and Channel 5-WPTV, W.Palm Beach's NBC affiliate. More than the eyes of the world, however, the stations are interested in making sure the eyes of South Florida are upon them - and that those glazed eyes understand what is happening and where their accustomed shows are moving to. An unprecedented promotional blitz has been launched. Channel 4 is spending more than $2 million on flashy advertising to spotlight the move of the Peacock's hit shows there. "We've cornered the rickshaw market," says Lobo of the placards he has adorning those distinctively Coconut Grove, foot-powered conveyances. "We have airplanes flying up and down the Dade and Broward beaches pulling trailers. We have bus cards. We're on Metrorail." NBC imported a bevy of its stars for "media mingles" and a New Year's Eve party at the Freedom Tower. And, at no small expense, Lobo lured Don't Worry, Be Happy troubadour Bobby McFerrin back from a sabbatical into a New York studio to re-cut his hit tune as the backdrop to commercials featuring wisecracking and lip-synching NBC stars from Jay Leno to L.A. Law's Jimmy Smits to Golden Girls' Betty White to Cheers' George Wendt to Miami Vice's Philip Michael Thomas. (The new NBC/Channel 4-linking lyrics: "You want the best from NBC/We got the shows you want to see/On 4 now/Be happy. Cosby, Cheers and L.A. Law/The best Vice squad you ever saw/On 4 now/Be happy." Not exactly Grammy material, but attention-getting - especially with the ads playing on WTVJ last week constantly.) "I think we're putting Barnum & Bailey to shame with the hype and the hoopla," says Lobo. CBS is more low-key for the moment because, though its programming starts on 6 today with CBS Sunday Morning at 9 a.m., it doesn't formally take ownership of Channel 6 until Tuesday. Its transformation of the station to a network-quality operation is only just getting started and the network doesn't want to call too much attention to itself until that transformation is further along. Still, CBS has laced the area with eye-catching billboards, including the celebrated dagger through the 4 above South Dixie Highway in Miami that symbolizes the move of Murder, She Wrote. NEED HELP? CALL THE STATIONS If you have any questions or comments about the affiliation shake-up, call the stations. They're prepared to help. WTVJ-Channel 4 (NBC) - 316 N. Miami Ave., Miami. 1-800-448-9885. This "Ask 4" hot line is a bilingual service available 24 hours a day until the end of January. WCIX-Channel 6 (CBS) - 8900 NW 18th Ter., Miami. 593-0606. Extended switchboard hours through Tuesday: 9 a.m. to 11 p.m. WSVN-Channel7 (Ind./Fox) - 1401 79th St. Causeway, Miami. 751-6692. Regular switchboard hours: 9 a.m. to 6 p.m. WPEC-Channel 12 (CBS) - Fairfield Drive, West Palm Beach. In Dade, call 944-5060; Broward: 427-0090; Palm Beach: 844-1212. Holiday switchboard hours through Monday: 8 a.m. to 11 p.m. Normal weekday hours: 6 a.m. to 11:30 p.m. WPBF-Channel 25 (ABC) -P.O. Box 31809, Palm Beach Gardens. (407) 694-2525. Normal switchboard hours: 7 a.m. to midnight daily. WTVX-Channel 34 (Ind.) -P.O. Box 3434, Fort Pierce. (407) 464-3434. Switchboard open noon to 7 p.m. Sunday, 8:30 a.m. to 5:30 p.m. Monday and, after that, regular weekday hours are 8:30 a.m. to 6:30 p.m. weekdays. run the Fox Network weekend programming (21 Jump Street, America's Most Wanted, etc.) that Channel 6 used to carry. And then, the ripple effects: Because Channel 6's signal doesn't reach all the way through Broward, CBS enticed the West Palm Beach ABC station, Channel 12, to switch to it so North Broward viewers without cable could still get CBS shows. That meant ABC had to find a new home in the Palm Beaches, and in another deal that shook the television industry, it passed over the old CBS station, Channel 34, to affiliate with Channel 25, a new station that goes on the air today. Normally, the networks pay their affiliates to run their programming. But to lure ABC to its air, Channel 25 offered to pay ABC to affiliate with it. So who are the winners and losers in this shuffling? For Channel 4, moving to top-rated NBC from bottom-rated CBS has to be a big plus, especially in picking up NBC's more youthful audience, the viewers advertisers covet. And what about overall ratings? The biggest winners, the networks have discovered in affiliation changes in other cities, are the stable stations. That means an immediate windfall for Channel 10 and WPTVChannel 5, which get to sit tight, retaining their ABC and NBC affiliations respectively. Even NBC Network President Pier Mapes admitted, "Initially, Channel 10, which is already dominant [in local news] is going to be the big winner. Our channel 4 and 5 will be fine. But 10 stands to gain a whole lot." Financially, Channel 7 suffered the greatest loss, going from an NBC affiliate to no affiliate at all. Independent stations don't make nearly as much money as network affiliates, and some analysts say Channel 7's market value may have dropped by as much as $200 million in the shuffle. But Channel 7's financial loss may be the viewer's gain. Channel 7 is betting, in essence, that viewers who liked its local news before - the single most recognizable part of any local station's identity - won't defect because of the network loss. So it has embarked on an unprecedented programming strategy for an independent. Instead of the nonstop reruns, cartoons and old movies that most independents run constantly, WSVN will anchor its lineup with 7½ hours of news programming each weekday. Most analysts say WSVN's strategy is doomed to failure, that a station n can't attract a large enough news audience without network lead-ins and lead-outs, that it won't long be able to justify the high cost of running a news operation. But as long as the experiment lasts, Dade and Broward viewers will have a choice of four full-scale news teams. And if it works - a video precedent-shattering event will have taken place here. Says Eric Ober, the head of CBS' owned-stations division, "'The history of television is being rewritten in South Florida.' All of this was set in motion in January 1987, when NBC bought Channel 4 - a station that had been affiliated with CBS since its beginning, in 1949, when it became the first station on the air in South 1 Florida. NBC's purchase marked the first time in television history that one network had bought the affiliate of another. Affiliated stations are not owned by the networks but simply agree to run their programming in exchange for compensation. The logical choice then was for CBS to simply move its shows to Channel 7, the station NBC abandoned when its affiliation contract finally ran out last night. Instead, last August, CBS shocked everyone by' announcing it was buying independent Channel 6, whose weak signal put CBS at an immediate competitive disadvantage. That left Channel 7, which had aired NBC programming since it signed on in 1962, with no choice but to become an independent. Shortly thereafter, it contracted to Holiday Clearance ce Sale ...at Castro! luxurious back pillows... Covered in a beautiful mini dot pattern fabric. open Sunday 12 to 6 PM $699, reg. $999 save $300 Every Castro-pedic Castro mattress. features our Custom patented made in our "Featherlift" own Florida mechanism factories and and exclusive sold Castro's "Chelsea" queen, full or twin size... directly to you. Our tremendous manufacturing power saves you money, and An inviting design with clean lines and our 57 years of fine reputation guarantees you the ultimate in quality and service. Experienced Interior Decorators to assist you... in choosing a sofa to designing a home or yacht interior. Complete custom window treatments. For Shop-At-Home Service Call 1-800-544-9468. As shown your choice... $799 ca. reg. $999 to $1099
Article from 01 Jan 1989The Miami Herald(Miami, FL)
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