Ask Audrey Prywitch, news director at Tribune-owned Fox affiliate KTVI, why the station in St. Louis has the No. 1 rated newscasts in the mornings, evenings and at 9 p.m., she says simply, “Content is king.” Suzi Mahe, KTVI’s creative services director, adds that it takes consistency. “Coverage You Can Count On has been and […]
Ask Audrey Prywitch, news director at Tribune-owned Fox affiliate KTVI, why the station in St. Louis has the No. 1 rated newscasts in the mornings, evenings and at 9 p.m., she says simply, “Content is king.”
Suzi Mahe, KTVI’s creative services director, adds that it takes consistency.
“Coverage You Can Count On has been and continues to be the brand for the station for many years,” says Mahe. “This success hasn’t happened overnight. It’s 20 years of growth.”
The February ratings period for 2015 is over and some stations are already reporting the results.
The Market Share blog will be featuring some stations that have performed well in their markets to determine the factors that may have contributed to their success.
KTVI was the most-watched St Louis station in February, sign-on/sign off (6 a.m.-2 a.m.) in adults 18-49 and adults 25-54. In 2008, KTVI produced 49 hours of news per week; now it’s 78 hours, according to Mahe.
“We ask ourselves every day,” says Prywitch, “how are we relevant in their neighborhood?”
Mahe suggests this focus contributes to their morning news success. “We are the station that “Covers Your Neighborhood”, says Mahe.
“There are over 90 neighborhoods in St. Louis. Every quarter, we feature several neighborhoods for an entire morning show, highlighting all of the unique things each community offers.”
“It’s about the people,” says Prywitch. “As far as our talent goes, there is a chemistry and genuine ease on air, which resonates with viewers,” adds Mahe.
According to Prywitch, it’s also about what you’re not. “We’re not breathless, not scanner-driven. It’s not about being first, but being right. And we’re careful in our approach to what’s breaking news.”
Other factors that helped KTVI perform well in the February ratings, according to Mahe, are weather coverage and the station’s investigative team.
Dave Murray, KTVI’s chief meteorologist has been in the market for 26 years, according to Mahe.
“What viewers appreciate is that we don’t scare, we inform,” says Mahe.
“Our investigative team is known for getting results, and they have received many prestigious awards for their work.”
The station’s Facebook page has almost 500,000 followers, and KTVI hosted 62 community events last year.
“These events connect our talent with the community, and raises money for nonprofits large and small,” Mahe says.
Comments (0)
Reader Interactions