Re: CBS 58 News at 9 on WMLW

[ Follow Ups ][ Guest Post ] [ Post Followup ] [ :: Madison, WI area Radio, TV, All Media Discussion Forum ]

Posted by Irish on November 01, 2011 at 22:04:00:

In Reply to: Re: CBS 58 News at 9 on WMLW posted by ari on November 01, 2011 at 17:09:19:

: : Huh? WTF

: It's one of 58's DT channels. They do a 9pm-9:30pm news in their super crafty attempt to take down the 9pm-10pm news on Fox 6.

: 'WMLW-CA, channel 41 (Digital channel 13), is a LPTV independent television station located in Milwaukee, Wisconsin. Its transmitter is located in Milwaukee's Lincoln Park. The station is owned and operated by Weigel Broadcasting, which also owns Milwaukee's CBS affiliate WDJT (Channel 58).
: Despite the station's low-power 'Class A' status, WMLW has made deals with local area cable systems such as Time Warner Cable and Charter Communications to air the station, which extends the coverage area throughout the entire market, in addition to the station's programming being carried on a digital subchannel of WDJT on Channel 58-2 in 480i standard definition.'

It's nothing unusual. Many duopoly stations produce newscasts for their sister stations. And in some markets, a station may contract out to a competitor to do a newscast for them. Of course, they put their branding on it.

Weigel does it to give FOX6 a little competition. And it helps promote their newscast.

Weigel was also saavy in getting local sports deals for WMLW a few years back. That helped get the station on cable. Viewers were demanding it. I seem to recall the cable systems weren't especially pleased about giving a LPTV station such a prime spot on their lineup, let alone actually adding it. They thought Weigel was 'gaming' them by loading WMLW up with so much sports content.

Oh, and Weigel also got their low power Telelmundo station on basic cable. Likely, if those stations were carrying religion, infomercials, home shopping or some low-hanging fruit network like America One, cable companies would say "hell no!".

So give Weigel credit for finding creative ways to expand the reach of stations people otherwise likely wouldn't be able to see. The other LPTV stations in town (Ch. 7 and 38) are pretty much invisible.

Follow Ups:

Post a Followup




Optional Link URL:
Link Title:
Optional Image URL:

Enter verification code:

[ Follow Ups ][ Guest Post ] [ Post Followup ] [ :: Madison, WI area Radio, TV, All Media Discussion Forum ]

postings are the opinions of their respective posters and site ownership disclaims any responsibility for the content contained.