How TV Stations Are Connecting With Their Communities

TV stations make meaningful contributions and connections in a variety of beneficial ways with their communities. Fundraisers, food drives, coat give-aways, flood relief, town halls and special programs that expand on issues important to viewers like COVID-19 are just a few examples.

Frankly, there are so many that Market Share could almost feature one daily.

But these efforts are important, and although Market Share can’t share all of them, we try and give exposure to as many as we can.

So here’s a round-up of how some stations are helping their communities:

WYFF, Hearst’s NBC affiliate in Greenville, S.C., and Safe Harbor raised $76,500 in a virtual telethon to continue providing critical programs that help victims of domestic violence.

“These donations will bridge a huge gap in our funding deficits this year,” says Becky Callaham, Safe Harbor’s executive director, “and will allow us to continue our work during one of the toughest times for families in crisis.”

WAVY, Nexstar’s NBC affiliate in Porstmouth, Va., collected new and gently used coats for people of all ages for their for the 10 On Your Side Coats for Families campaign, in its 28^th year.  Because of the community’s generosity, this season’s campaign collected, cleaned, and distributed more than 15,000 coats. A new record.

“During such a difficult year,” says Carol Ward, WAVY’s GM, “the generosity from our community partners and the people of Hampton Roads has made this season’s Coats for Families drive the most successful yet.”

KOAT, Hearst’s ABC affiliate in Albuquerque, N.M., featured a special hour-long program examining how the coronavirus pandemic has affected New Mexico on several fronts including the health, economic and personal impacts the pandemic imposed on the state.

The KOAT Action 7 News Team tracks where the pandemic started, the move to distribute vaccinations and examines how New Mexico is recovering and rebuilding its economy quickly and efficiently.

“We’ve endured unprecedented loss and a fear heightened by the enemy we cannot see.”, said Jess O’Neill, KOAT’s news director.

“Our one-hour special examines how New Mexico has battled the coronavirus and it looks ahead at the future of our state and as we continue to fight and survive.”

In response to the ongoing water crisis, WAPT, Hearst’s ABC affiliate in Jackson, Miss., launched a water drive, collecting more than 1.1 million bottles. The water donations began distribution less than 24 hours later to metro families impacted by Jackson’s catastrophic loss of water.

The water crisis began during February’s historic ice storm and sub-zero temperatures, leaving a large portion of the city without water for nearly a month.

“It’s times like these that Mississippi generosity shines more than ever,” says Mike Neelly, WAPT’s GM, “and our community surpassed all expectations with an incredible display of giving.”

WBRC, Gray’s Fox affiliate in Birmingham, Ala., and Gray Broadcasting launched a multi-platform journalism project that focuses on health disparities in the Appalachia region of the country.

The Appalachia region fares far worse than the national average in health indicators and outcomes.

Journalists from WBRC and its sister stations in the region, Gray’s Washington news bureau, and Gray’s National Investigative Unit will contribute to the project.

“We hope to create awareness and serve as a resource to help improve the lives of many now and for generations to come,” said Collin R. Gaston, WBRC’s general manager.

In Waco, Texas, KXXV, the Scripps ABC affiliate, ran a commercial-free special to spark a dialogue around implicit bias.

The special is interactive and conversational, with a goal of helping viewers understand the unconscious biases we all carry based on our upbringings and environments. Implicit, or unconscious, bias refers to attitudes and beliefs that occur outside of our conscious awareness and control.

KXXV General Manager Adam Chase says, “KXXV and its parent company Scripps have a powerful platform from which we can help start important conversations in the communities we serve.”

Recent flooding in Kentucky spurred Lexington’s WKYT, Grays’ CBS-CW affiliate to hold a telethon that raised more than $1.1 million to help flood victims.

Three days of heavy rain coupled with snow melt, led to historic flooding. More than a dozen counties declared states of emergency. Representing more than 175,000 Appalachians, the counties were soon joined by far more, as the dramatic need became clear as flood waters wiped out entire communities through Kentucky.

Residual effects, including mudslides and infrastructure collapse, have left many residents uprooted and, in some cases, homeless with essential businesses also closed due to damage. Compounding the difficulties, the unemployment rates in several affected counties are among Kentucky’s highest.

Evacuations across the state have also driven thousands to overcrowded and underfunded shelters, while hospitals treat flood-related injuries alongside the ongoing pandemic.

“The fact we come together and raised this much for those impacted by the floods in nothing short of impressive,” says Jeff Anderson, WKYT’s GM.

In Houston, KPRC, Graham Media’s NBC affiliate, is celebrating the historic accomplishments of women throughout March.

As part of KPRC’s decades-long mission of diversity and inclusion, the station will celebrate women’s history through weekly on-air news packages, along with Houston Life stories featuring local women-owned businesses.

Profiles will include some of Houston’s first female broadcasters who worked at KPRC.

“We will continue our efforts by recognizing the wealth of history-making women who have come before us, and many currently walking amongst us,” says Jerry Martin, KPRC’s general manager.

Nexstar Inc. is looking for a Vice President/General Manager to lead its broadcasting, digital, and mobile operations at WATE-TV in Knoxville, Tennessee (DMA #62) following the upcoming retirement of the current Vice President and General Manager, Coby Cooper on May 7, 2021. The successful candidate will be following in the footsteps of a 39-year broadcast veteran who has been with Nexstar Media Group since 2006. Click here for more specifics and how to apply.