Gray Television’s CBS affiliate WVLT is fighting the downsized ad climate by adopting a strategy that emphasizes sports and, according to General Manager Chris Baker, it’s proven a winner in good times and in bad. When businesses, particularly in the automotive sector, clamped down on ad spending, WVLT’s sports programming was a lever to pry loose some dollars. But the station’s new revenue solutions reach beyond sports to local programming and several new media initiatives. This is the fourth and final installment of TVNewsCheck Contributing Editor Price Colman’s Eastern road trip discovering how the economy and the fundamental changes in the media business are affecting four stations outside the top 25 markets.
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