Local TV Legacy Is Over - But Should It Be?

In my last blog, I talked about the sameness of local TV news. Local stations just don't separate themselves in content coverage and marketing. But there is another thing that is happening that I believe will also hurt them in the long run: the jettesing of so-called Legacy Anchors.

Legacy Anchors are those anchors who have been holding down the fort at their stations for twenty years or more. They have built a connection with their viewers over the years that only

time can create. But those anchors are now being tossed aside in the interest of a station's bottom line.

The problem is it's only a short-term solution to a financial problem that will surely correct itself in time. So, all those years stations spent thousands -maybe hundreds of thousands of dollars- promoting their frontline talent are being thrown out the door. It's like throwing the baby out with the bath water. What's really happening?

It's true, since the end of 2006 revenues at local TV stations have gone into the tank, but there is more to this than meets the eye. In the early 2000's, consultants began telling TV General Managers that research showed the content of their newscasts was proving to be more important than the people who deliver the news. GM's jumped on that. They saw it as an opportunity to shave costs - without any regard to to the long term ramifications. They are now seeing the impact of their financial axes. Stations - that had Legacy Anchors - that used to have top-rated newscasts are now looking at ratings that show they are number three, four or even worse.

People who watch local TV news - even casual viewers- usually choose their favorite newcasts based on those who bring them the news. It's a personal relationship between viewer and anchor(anchors). Like a strong marriage, it takes years to develop a relationship like that, but we all know financial pressure can ruin the best of marriages. That's what is happening now.

I have two good friends who are on the "talent" end of the business. One is in placement and the other is in coaching. They both say TV managers are making a mistake by ridding themselves of their Legacy Anchors. One says it costs too much money to create NEW legacies and the other says talent IS content. What they are both saying is that unloading highly-paid long term anchors may be a short term answer to a nagging revenue problem, but it will probably cost them more in the long run.

Bill Ratliff