Why Local News Anchors Have Same Look

At TV stations, image coaches want you to believe the person on the screen is authentic, whatever you interpret that to mean. And because viewers with remotes can flip from Eyewitness News to Action 5 at a moment’s notice, managers are willing to try anything to keep their attention — that includes telling their anchors to switch from paisley ties to stripes or from neutral-colored blouses to bright jewel-toned ones. Image coaches are not a magic solution to dwindling viewership, executives look for anything that can give their station an edge.