Ratings don't reflect big changes at Channel 5

Ratings for KCTV's 10 p.m. newscast in November, compared to a year ago, were virtually unchanged, according to Nielsen. That's about all that didn't change at Channel 5. The November ratings book capped a turbulent year in which KCTV said goodbye to old reporters, on-air looks and attitudes, and said hello to new management, logos, looks and a new slogan - "live, late-breaking, investigative" - that it constantly reinforces in its news packaging and on-air promotion. Some might say that KCTV's suddenly aggressive approach is more like "live, late-breaking, in-your-face." So far, however, the numbers are trending in Channel 5's favor. KCTV held onto its audience at 10 p.m., something WDAF, Channel 4, and KSHB, Channel 41, failed to do. That numerical measure of stability belies a radical reshaping that continued at Channel 5 throughout November: Two more Channel 5 reporters handed in their resignations. Dee Griffin, once considered the station's rising star, took an anchor's position in another market. Morning reporter Teri Schaefer cited personal reasons for leaving. Schaefer is married to Dave Helling; previously the two worked at WDAF, Channel 4. Morning-show executive producer Alvie Cater is also leaving at the end of the year. November also marked the debut of KCTV's new investigative unit. Thanks to the popularity of CBS programs and KCTV's supercharged promos, it was impossible not to know about Channel 5's two biggest stories of the month. Perhaps to some viewers' surprise, the stories nearly lived up to their hype. One was Russell Kinsaul's interview with a woman who escaped the clutches of serial killer John Robinson. With its themes of sex and murder, the interview - shrewdly doled out in two segments 10 minutes apart - was more riveting than the "CSI: Miami" episode that preceded it. The other was an investigation of Kansas City Mayor Kay Barnes' use of two bodyguards who run up hours of overtime each day. Dave Helling's thorough report found that other Midwestern mayors do not have security details, or if they do, they don't earn more than the mayor, as Barnes' bodyguards do. KCTV's newfound aggressiveness backfired, however, when it landed in hot water with KU Med and Health Midwest. The station broke a local taboo by reporting which hospitals were treating victims of violent crime. After The Star reported on the rift, KU Med and KCTV officials sat down for a face-to-face meeting that cleared the air. "We're all on the same page and going forward," said KU Med spokesman Dennis McCulloch. KSHB, Channel 41, surprised KCTV by stealing away Call for Action, the consumer advocacy network that had been affiliated with KCTV for a quarter century. Though identified chiefly with former KCTV reporter Stan Cramer, Call for Action is a nonprofit organization based in Washington, D.C., that assists TV stations across the country. The local office's staff of 20 volunteer problem-solvers will be at KSHB's disposal beginning next month. KCTV's competitors are now actively trying to blunt the effects of its relentless self-promotion. WDAF launched a new on-air campaign last week that uses many of the catchwords found in KCTV's promos, such as "investigation," "exposed" and "the truth." Channel 4's message: Whatever those other guys say they're going to do, we've been doing for years. Channel 41 has also begun reminding viewers that it, too, features breaking news. But how much do promos really affect ratings? Of the four local stations with newscasts, all but market leader KMBC, Channel 9, had viewing levels similar to the prime-time performance of their networks. In other words, what viewers watched at 10 p.m. seemed to depend less on the newscast than on what they were watching at 9:45. (KMBC's audience rises dramatically at 10 p.m., offsetting the weak prime time of the ABC network.) Even so, KCTV needed some sleight of hand to ensure its high Nielsen rating. Take "Football Friday Night," the special that KCTV aired at 10 p.m. Nov. 15 instead of news. Rushed onto the schedule with little fanfare, the special was billed as an outreach to the area's high school football fans. In reality, it was a ratings ploy that gave KCTV a mulligan at 10. The previous Friday, KCTV had finished sixth - that's right, sixth place - at 10 p.m., trailing even Channel 29's broadcast of "Blind Date." Like most CBS affiliates around the country, Channel 5 was hobbled by "Robbery Homicide Division," a low-rated crime series that had its premiere this fall at 9 p.m. Fridays. "Wednesdays and Fridays were just terrible on CBS," said KCTV general manager Kirk Black. Rather than risk another disaster in a crucial "sweep" month, Channel 5 booked two weeks of "Football Friday Night." That meant KCTV didn't have to report the ratings for its football special as part of the monthlong ratings average for "KCTV5 News at 10." Black denied that this was the station's intent, calling it "in the best interest of the market." Yet when CBS finally yanked "Robbery Homicide," replacing it with a repeat of "CSI," KCTV changed its mind and did a newscast Nov. 22. KCTV took another mulligan the following Wednesday, dropping its Nov. 27 newscast out of the ratings book. It also dropped its election night newscast, as did Channel 41. Each of these moves - technically allowed by Nielsen - showed how determined Channel 5 was to keep its double-digit rating. KCTV finished second overall at 10 with a 10.08 rating, beating by a hair the 9.93 rating it averaged in November 2001. Each rating point represents about 8,500 area homes. KMBC led all stations with a 13.91 rating at 10 p.m. (Channel 9 only reported ratings for Tuesday through Friday newscasts, since "Monday Night Football" runs well past 10.) KSHB was down nearly a full ratings point yet still finished third at 10 p.m. with a 5.93 rating. WDAF, reeling from the lousy performance of Fox in prime time, had as terrible a November as it did a terrific May. Channel 4 finished fourth with a 5.41 rating, down more than 20 percent. Nielsen releases demographic data from the November sweep later this month. This should cheer up WDAF, which tends to appeal to younger audiences. These are coveted by advertisers, who have made Fox-owned WDAF the highest revenue-earning station in Kansas City. - To reach Aaron Barnhart, phone (816) 234-4790 or visit the TV Barn Web site at www.tvbarn.com @ART CAPTION:KCTV's report on the two bodyguards who protect Kansas City Mayor Kay Barnes - and make more money than she does - was an example of Channel 5's new aggressiveness in local news. Pictured are officers Marlon Buie and Laura Snapp. @ART:Photo @ART CREDIT:KCTV CORRECTION: A television review in the Dec. 4 FYI section said that KCTV, Channel 5, had reported that Mayor Kay Barnes' two bodyguards earn more than she does. What KCTV reported was this: "Unless his overtime is reduced, records show Officer (Marlon) Buie will earn more than $86,000 this fiscal year, more than Barnes' $80,000 salary. Laura Snapp will make $76,000."