The trend of station groups creating and syndicating their own shows has proven itself as a worthy way to create cost-effective programming that speaks to local and regional audiences, according to a panel of executives who spoke Wednesday at NATPE.
The new programming partnership between the two station groups is open to anything as long as it has a digital dimension. “I don’t like to box shows into a genre,” says Scripps’ Cater Lee. “What it does have to have — first and foremost — is a multiplatform strategy. Anyone who doesn’t think about programming that way is very short-sighted.”
Raycom’s VP of Programming Ken Reiner has been in the post since August and is overseeing the station group’s expanding portfolio of original programming. Raycom’s venture into originals has been a mixed bag, but there’s no doubt in his mind that coming up with shows that can be tailored to local audiences is vital, especially in the afternoon. “The 3 p.m. to 5 p.m. daypart is very important to us. We have an established news group around the country, so it is very important that we have strong news lead-ins.”
The group’s corporate director of programming adds a VP stripe as he oversee programming content, development strategies, syndication acquisitions, scheduling and budgeting.