Tag Archives: KCRA

Regional Murrow Awards Wrap-Up, 9 Markets

I’ve created a monster. Namely, writing about TV stations that won the various regional Edward R. Murrow Awards.

I have already shared dozens. But I can’t share all of them.

I do like to spotlight award-winning work, whether it’s news promotion or news coverage examples, as I believe looking at work deemed excellent by a jury of our peers helps everyone improve their craft.

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Sacramento’s KCRA Leads On Facebook By 2 Million

In this week’s Social Scorecard, KCRA says its “all-in” culture when it comes to Facebook is just one reason the station leads all media outlets in Sacramento, Calif., on Facebook by more than 2 million actions.

KCRA, Hearst’s NBC affiliate in California’s capital, is the leader in social media actions in the market over the last six months according to data from audience insight firm Shareablee.

KCRA has more than 4.1 million actions on social, 36% of the total engagement generated by the DMA (No. 20), with more than 11.4 million social actions.

KCRA lead in actions per post with 193 and also led on Twitter with more than 84,000 actions.

Entercom’s KUDL-FM, which airs a contemporary hits format, led on Instagram with more than 93,000 actions.

Devon Armijo

Devon Armijo, KCRA’s digital media manager, says KCRA’s success on Facebook is due in part to the station’s dominant position in the market as the legacy news operation.

“So we benefit tremendously from the shared experience and kind of institutional knowledge of the market overall.”

Armijo says another reason for the station’s success on Facebook is the culture inside the station.

“We don’t silo people into rules based on platforms. So what helps us out a lot is creative eyes and just helping hands from every part of the newsroom. A photographer will pitch in on digital, a producer will pitch in on digital, an anchor will offer up an idea creating a tremendous amount of story idea generation.”

Armijo offered these examples of how KCRA’s reporters and photographers capture a moment and put it together for Facebook.

Armijo says he thinks the best strategy for Facebook gives users lots of different options and choices when it comes to content.

“It’s really about emotional relevancy and capturing what moves our audience. Sometimes it’s a feel good story, sometimes it’s a hard hitting investigation, sometimes it’s a tragic story.”

Armijo stresses that paying close attention to their users’ comments and private messages is what the station emphasizes as its most valued analytic.

A case in point was a private message the station received about a light display.

“We found and sought out his story via Facebook, actually interviewed him via Facebook, gathered some of his video and created this really powerful social video. I would have to go back and look at the analytics, somewhere near a quarter million views.”

Facebook Live, says Armijo, is another way KCRA generates high engagement, especially when it comes to getting information out quickly.

“People think Facebook Live is special when we respect that it’s a two-way medium, not a passive viewing experience. Mark Finan, our meteorologist, is the best in the building helping people not only understand the weather and storms that’s coming up, but really using that personal effort to reach out and touch somebody.”

In addition to Facebook Lives during weather events, KCRA also uses its helicopter pilot to marry information with compelling pictures.

“From the latest on the Oroville Spillway construction, to breaking news, to traffic. Dave is really great at talking and engaging with the audience. Those perform really well for us.”

But more than any single post, the secret sauce to KCRA’s success is its pervasive culture that digital is important.

“It allows us not only to produce emotionally relevant content for the Facebook platform, but it also allows us to be creative and innovative and have fun with it and I think that’s a big part of our success.”

KCRA Brings City Leaders Together To Quell Unrest

Stephon Clark, an unarmed man, was shot and killed by police in his grandmother’s back yard last week in Sacramento, Calif.

Since then, the city has been the scene of protests and unrest.

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Brand New News Promos And Some Classics, Too

Before you watch this first spot, you need some history.

Its roots go all the way back to the 1980s when a concept promo called Home Movies was created for WPVI, ABC’s Philadelphia O&O.

The idea is that a family visits the Philadelphia area and shoots some home movies of their trip. Then they’re at home watching the movies when they notice that everywhere they went, a news van managed to work its way into the shot.

“It’s a great example of a simple, single idea that’s well-executed,” said Mike Davis, the man who originated the spot.

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KCRA Helps Raise $900,000 For Wildfire Victims

Wildfires have swept through Northern California consuming over 200,000 acres, killing at least 41 people, destroying more than 5,000 homes and businesses and displacing around 90,000 people.

So Hearst’s KCRA and KQCA, Sacramento’s NBC and MyNetwork TV affiliates, respectively, partnered with the Gold Country Region Chapter of the American Red Cross to hold a disaster relief drive on Monday, Oct. 16.

More than $900,000 was raised to help victims.

Both stations did live cut-ins throughout the day and had coverage during newscasts asking for donations.

“After seeing the devastating pictures and hearing the tragic stories of loss, Northern Californians showed their generosity by helping us raise more than $900,000 to help those affected by the fires,” said Elliott Troshinsky, KCRA-KQCA’s general manager.

“As our viewers watch these tragic images, they want to know how they can help,” said Lori Waldon, KCRA’s news director. “Our telethon provided an important way for our viewers to help in a direct and meaningful way.”

“We were a little concerned coming into a second telethon in six weeks – after raising $750,000 for the hurricanes, would KCRA viewers be ready and willing to support this new and dire need? They responded with a resounding YES!,” said Gary Strong,  American Red Cross Gold Country Region CEO.

More TV Stations Helping Victims Of Harvey

Every day, as Tropical Storm Harvey continues to dump copious amounts of rain on Texas and Louisiana, TV stations across the country announce their efforts to raise funds to help the victims.

Today, WLS-TV, the ABC owned affiliate in Chicago, is teaming up with the Red Cross, for ABC 7’s Day of Giving, an initiative to ask Chicagoans to support recovery efforts for communities affected by the devastating storm.

The station will do live cut-ins during newscasts and throughout the broadcast day starting this morning at 5 and continuing until 8 tonight encouraging viewers to support the relief effort by donating online or calling the studio.

A phone bank has been set up in WLS’s studio where station employees and volunteers from the American Red Cross of Chicago and Northern Illinois will take financial donations. The ABC 7 Eyewitness News Team of anchors and reporters will also be part of the coverage and donation efforts, answering calls at the phone bank. ABC 7’S A Day of Giving will be streamed live at abc7chicago.com, the station’s Facebook page and on the ABC 7 News App.

“This has become personal for ABC 7 because many colleagues and friends at our sister station, KTRK [Houston], have been profoundly affected,” said John Idler, WLS-TV’s general manager.

The Walt Disney Co. and KTRK have announced that they are committing $1 million cash to the American Red Cross in support of Hurricane Harvey recovery efforts.

In Cleveland at WKYC, Tegna’s NBC affiliate there, the station is hosting a 24-hour fundraiser to aid in relief efforts.

The Digi-thon will be carried on WKYC’s digital and social outlets including its website (www.wkyc.com), Facebook page (www.facebook.com/WKYC.Channel3) and mobile apps.

Hosted by members of the WKYC’s news team and various WKYC staff members, the Digi-thon will inform viewers on the historic scope of this disaster, why the need for assistance will continue long after the storm has passed.

It will also give the community a chance to ask questions and offer their own perspectives on this event.

“We hope that Northeast Ohioans do what they always do and come together and give generously to those in need,” said Denise Polverine, WKYC’s digital content director.

Yesterday in Boston, NBC O&O WBTS, Telemundo’s WNEU, and news cable channel NECN, all owned by Comcast NBCUniversal, held a hurricane relief drive to raise funds for victims of Harvey that started at 4 in the morning and went until 11:30 last night.

In addition, WBTS aired a live, 30-minute special at 7:30 last night that featured live reports from Houston.

And on Tuesday in Sacramento, Calif., KCRA and KQCA partnered with the American Red Cross to raise more than $750,000 to help victims in areas impacted by Harvey. KCRA is the NBC affiliate and KQCA is the MyNetworkTV station there, both owned by Hearst.

KCRA and KQCA did live cut-ins throughout the day and had coverage during newscasts asking for donations.

“From the moment we launched our telethon, our phones never stopped ringing,” said Lori Waldon, KCRA’s news director.

And in Orlando, Fla., WESH, Hearst’s NBC affiliate, along with the American Red Cross, raised $156,000 in a 12-hour telethon yesterday.

On Facebook, Local TV Likes ‘Feel Good’ Stories

facebook-vs-tvscreen-shot-2015-05-25-at-2_09_57-pmOne of the biggest complaints I hear from news viewers is why we don’t show more positive stories, more stories to make us feel good about the human condition.

Does local TV news devote too much energy to covering its citizens’ bad behavior?

I picked a random TV station in the Midwest, the heart of America, and clicked on its website.

Here are words ripped directly from the headlines to stories trending there.

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Got A May Sweeps Story To Share?

The-Duel-Between-Nielsen-and-comScore-is-a-Win-for-Mobile-AdvertisersWhen there’s a change in local TV news ratings in a market, that’s news.

And TVNewsCheck prints sweeps performance stories from newspaper articles and other media.

I get press releases from many stations touting their sweeps performance overall or in a particular time period, and in some cases, I will follow up with that station for a column.

But I can’t respond to every presser.

So I ask that stations try and put that performance into some kind of context. And try to focus on one time period or newscast that did well.

meeting in elevatorWhy did your station do well, do you think? What did your station do differently from a marketing and /or coverage point of view? Please provide any relevant marketing and examples of actual news coverage.

I’ve been calling it an elevator pitch, that one- or two-minute summary you might give to someone in an elevator.

If you have any questions about how to proceed, by all means give me a shout.

Here are some past examples from stations about their sweeps successes.

KCRA November Sweeps Elevator Pitch

Detroit’s WDIV November Sweeps Elevator Pitch

WPTV’s November Sweeps Elevator Pitch

KCRA November Sweeps Elevator Pitch

topical-newsWhen there’s a shift in news viewership at a TV station, that’s news. A station that was second in the ratings in late news last November is now the top choice among viewers. Why is that? What actions did the station take in news content and marketing that might explain the shift?

Or in some cases, news ratings in a particular market don’t really change from one ratings period to another. One station seems to dominate the marketplace and is the clear choice for news regardless of the newscast or time period.

We profile these stations and markets to see if there is anything other stations can take away that might help them improve their news ratings.

We ask the managers to comment and we show examples of news marketing and sometimes news content.

KCRA3WTNCFKCRA, the Hearst-owned NBC affiliate in Sacramento, Calif., remains the dominant news station in household ratings, taking the top slot in every newscast.

Lori Waldon

Lori Waldon

So I asked Lori Waldon, KCRA’s news director, why she thinks viewers are choosing to watch KCRA’s news?

What’s different, better, more unusual?

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KCRA Investigates Slow Response At Hospital

GTY_crosswalk_button_jtm_140731_12x5_1600Have you ever stood on a busy street corner and pushed a button that’s supposed to stop traffic so you can cross? Only nothing happens.

Emergency-Room-signNow imagine you’re standing at the entrance to a hospital emergency room and you frantically press a button that says, “if you need emergency room assistance, press here,” and nothing happens because emergency personnel can’t hear it.

On Oct. 29, the first day of the November ratings period, KCRA, the Hearst-owned NBC affiliate in Sacramento, Calif., aired an investigation into such an incident at a Sacramento veterans’ hospital.

One of the results of this investigation is some nurses there will have to undergo “sensitivity training.”

A local veteran who thought he was having a stroke went to the VA’s emergency room. It wasn't until AFTER the vet's wife continuously pounded on the door that someone responded to their call for help. Watch the FULL story at http://bit.ly/1ScQH9P.

Posted by KCRA 3 on Thursday, October 29, 2015