TV - WYFF and The Definition of Editorials

Even though the audience for this blog is nationwide, I wanted to focus on the southeast television market.

The Greenville – Spartanburg area is home to a number of fine outlets and one in particular is representative of a station that does many things well, while at the same time failing miserably in others.

WYFF-TV (channel 4) has been an NBC affiliate for decades and is currently owned by the Hearst Corporation.  Through many years of service to the the two Carolinas and Georgia, TV 4 has grown as a first class new organization while failing to maintain a local service fulfillment.

Back when it was known as WFBC-TV and owned by Multi-Media, it did a remarkable job going beyond the traditional areas, such as network clearance of programs, selling time, airing local news. 
No, back then it actually broadcast the annual Downtown Greenville Christmas parade, had local programming for kids with Monty’s Rascals, Romper Room, and believe it or not even aired the local Soapbox Derby LIVE for several hours each year.  That was then, and as they say, this is now.

While it has expanded its local news from a single 30 minute piece in the dinner hour and the 30 minutes prior to Jack Parr, then Carson, and now Leno to multiple hours each day, the LOCAL aspects of programming have disappeared.  Sitcoms and syndicated programming have filled the slots and programs like Telescope, Rascals, Romper Room, and others have long since replaced with higher margins and less LOCAL effort.

Now, I don’t want to present the impression that the local news programming is weak.  It was and still is the premier outlet with overall vastly superior staffing.  

A good example would be the early morning news  It begins at 4:30 am and wraps at 7 am as stellar lead in to the NBC Today show.  Jeff Hart , Beth Brotherton, Dale Gilbert with the  weather, Jimmy Watt with a very good traffic segment have shown that they can be counted on for a steady and consistent presentation of the news.  Added to the mix is Sean Muserallo who each day is in the field covering either a breaking story or worthwhile feature.  His growth alone is reason enough to watch each day .  No…..TV-4 does a fine job of news around the clock…particularly compared to the fraternity party that the local FOX affiliate (WHNS-21) burbs up each day.  The morning news presentation is not even worthy of a high school produced multi media attempt.  That show, for all of its mistakes, silliness, and giggling is a story for another time.  But before we leave WYFF-TV, we need to assess the pitiful attempt they make at airing what they call an “editorial.”

I have a vision that at some point during a Hearst corporate management meeting, an attorney stood up and reminded those in attendance that each of their properties would be up for FCC license renewal within the upcoming few years, so they needed to do something to bolster their local content programming.  Apparently the suggestion was “lets have a local manager do an editorial regarding a local issue.” Great concept……in the case of WYFF-TV poor execution.

For the last few years they have aired a series of “editorials” that were either self serving, promotional, or patently weak, lame, pointless, without merit……hell, choose any or all of the descriptors.  Recently the VP for WYFF has gone out on a limb and declared,

• Hurricanes are bad, 
• The Red Cross is good, 
• The downtown food festival is good, 
• Peaches are good for the economy, 
• People should vote, 
• Veterans deserve appreciate and 
• One of the best was what a great job THEY did covering primary elections.

Hearst VP - John Soapes

I grew up with an understanding that editorials, delivered by newspaper management, magazine editors, and television stations, were designed to make its audience think, to take a stand on something controversial, support one candidate over another, and then explain why those decisions were made.  Again, that was my perception of an editorial and WYFF seems to have a wholly different one.  I actually have laughed out loud when I have heard John Soapes  say “we believe that peaches are good for the economy.” Nothing like taking a stand, popular or not, and then offering up some sage words to support your position.

Since iconic television stations like WYFF have abandoned local non-news programming for re-runs, doctors, and judges, is it too much to ask for 90 seconds of substance within the confines of its local editorial?  In recent months their have been ample opportunities to make an impact and actually serve the public more than car commercials, and half ass reality shows.  

• The removal of a huge number of candidates from ballots,
• The proposed voter ID law, 
• The remarkable arrest record of the local law enforcement following acts of violence, or 
• Support for a Sheriff like Chuck Wright that speaks his mind, answers questions honestly and enforces the law regardless of the popularity of his statements or actions.  
• Lets not forget  other issues such as closing businesses that are nusenses, 
• Tearing down abandoned homes that now serve as crack houses, etc.  

Each of these could stand scrutiny(support or condemnation) from a broadcast outlet licensed to serve the community. 

I understand that it is far easier to pick “safe” topics, those that won’t require lawyers, or reap threats of cancelling advertising….but “we believe the community, the audience, the overall population deserve better.”  What are your thoughts?  Does your local market mimic the weak offerings referenced here or do they lay it on the line?  Let us know. Give examples.  Its important to remember that I do not believe that Mr. Soapes is a bad person or doesn't care about the content of his editorials.  I've been told by numerous people is fair and open minded.  I only hope he considers reflecting the values put in place by his predecessors.  Men like Norvin Duncan, Dave Partridge, Charlie Newcomb and Dave Handy (both of WSPA-TV).  

We believe its time for local issues to be dealt with by local media leaders.