And then there were four.
Earlier today, WTMJ-TV Ch. 4 officially announced that starting on Monday, its weekday morning newscasts will start at 4:30 a.m.
"People’s morning routines are changing. As more of our viewers are getting up earlier, we want to be right there with them," Steve Wexler, the NBC affiliate’s GM and the executive vice president of Journal Broadcast Group, said in a statement.
The move means the "Live at Daybreak" team, anchored by Susan Kim and Vince Vitrano, will air from 4:30 to 7 a.m. weekdays. Scott Steele provides the weather forecasts each morning and Caitlin Morrall is the traffic reporter.
Now, all commercial TV news operations in Milwaukee will start at 4:30 a.m.
"We want our viewers to leave the house each morning with a feeling they have everything they need to get their day started right," said WTMJ News Director and Vice President of News for Journal Broadcast Group Bill Berra.
"Giving them the option of an earlier newscast is part of that commitment."
WTMJ is the fourth station to be on at 4:30 a.m. with a local newscast. WISN-TV Ch. 12 and WDJT-TV CBS 58 are also on from 4:30 a.m. to 7 a.m. each weekday.
The local Fox affiliate, WITI-TV Ch. 6, is on the longest from 4:30 a.m. to 9 a.m. with its WakeUp newscast. At 9 a.m., the station has its local news and features program "Real Milwaukee."
"Crazy. Stupid. Nuts. Ridiculous (that one came from my own mother). All adjectives folks have shared about our decision to begin ‘Live at Daybreak’ at 4:30 on a regular basis," Vitrano posted on Facebook on Wednesday morning. "Thankfully, I have ‘excited’ to add to the list."
AN INSIDE VIEW
Usually, there’s more to it than just having the idea and making the decision to keep the signal on longer for when a station may expand a local newscast.
Without having all of the details at this time, it is hard to say why the move for WTMJ didn’t happen earlier. But, if I had my best guess at it, it came down to a bunch of numbers.
Numbers like the amount of advertising spots for local and national ads were probably discussed. Other numbers could be the latest ratings of lead-ins like Jay Leno, Jimmy Fallon and NBC’s primetime and how that relates to the ratings of Ch. 4’s 10 p.m. newscast. There’s an important correlation between what station is on the dial when the set is turned off at night. When the set comes back on in the next morning, that can affect the ratings among viewers known as samplers. They are different than the other viewers that we usually see having some sort of preference and sense of brand ownership.
And, then there’s the performance of NBC’s flagship property "Today."
So beyond the necessary staffing and content changes needed on Capitol Drive, there was quite a bit of give and take that took place before this newest initiative could move forward.
1 comment about this article.
Post your comment/review now
Disclaimer: Please note that Facebook comments are posted through Facebook and cannot be approved, edited or declined by OnMilwaukee.com. The opinions expressed in Facebook comments do not necessarily reflect those of OnMilwaukee.com or its staff.
Recent Articles & Blogs by Steve Kabelowsky
Published July 23, 2014
Mark Tauscher and John Kuhn of the Green Bay Packers will get their own one-hour show for eight weeks this season. "Tauscher and Kuhn" is slated to air at noon on selected Tuesday afternoons on WTMJ-AM 620.
Published July 22, 2014
"Appleseed Alpha," released on DVD, digital and Blu-ray today, is as stunning in its animated detail as it is entertaining in its story.
Published July 21, 2014
The new seats, sound system and other renovations - all of them for the better - have completely changed the movie-going experience at Marcus Theaters.
Published July 18, 2014
When the Hallmark Channel tackled an adaptation of Debbie Macomber's series of books last year, I wrote that it was important to create niche content to build an audience. It seems that Hallmark has found a popular niche.
Published July 16, 2014
In Milwaukee 27 years ago, there was just one story that was important enough to hold onto the national media's attention. Milwaukee Brewers infielder Paul Molitor put his name in the record books for a 39-game hitting streak.
Published July 14, 2014
Last Friday, Milwaukee native Bishara Dorree left for Minneapolis, site of this year's All-Star Game.
Published July 11, 2014
Eght years ago, Michelle Rutkowski came to WLUM-FM 102/1 to work the night shift at the alternative rock station. Earlier this week, Rutkowski was named the new programming director at the Milwaukee market leader.
Published July 9, 2014
Waukesha's Nick Viall, a contestant vying to marry "Bachelorette" Andi Dorfman, brought the production crew from the show to Milwaukee recently. Contestant Nick showed off some favorite spots from around the city, apparently stopping in at Lakefront Brewery, among other places.
Published July 7, 2014
On Saturday, July 19, the Riverside Theater will host "The Voice" Tour 2014.
Published July 4, 2014
"American Idol," as a singing competition reality show goes, is fun to watch. However, singer and songwriter Linda Perry says the situation behind the show is anything but real.