Tag Archives: San Diego

Every Employee Helping Puts KGTV First On Facebook

Social Scorecard this week examines how complete station buy-in from all employees fuels KGTV’s performance to lead the San Diego market on Facebook.

KGTV, the Scripps ABC affiliate, is first in social media actions in the market over the last six months according to data from audience insight firm Shareablee.

KGTV has almost 4 million actions on social, 27% of the total engagement generated by the DMA (No. 29), with more than 14.7 million social actions. KGTV also lead in actions per post with 266.

NBC O&O KNSD led on both Twitter and Instagram with more than 142,000 and 358,000 actions, respectively.

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KSWB Debuts New Set And Redesigned Studio

KSWB, Tribune’s San Diego’s Fox affiliate, unveiled a new set Tuesday during its 1 p.m. newscast.

The new set uses 360 degrees of studio space instead of the traditional 180, and was designed by Tim Saunders of Broadcast Design International.

The circular news desk design is the first and only of its kind in the San Diego market, and seats up to six people for more interactive conversations between anchors and guests.

The brick facade along the studio walls is a subtle nod to San Diego’s rich history and heritage, reminiscent of the Gaslamp Quarter.

A custom surfboard by local surf legend Bird Huffman of Bird’s Surf Shed, and an original print by renowned San Diego photographer Aaron Chang, add local elements that visually align KSWB’s So San Diego brand.

“It’s a constant goal of ours to create innovative ways to deliver content on broadcast and digital platforms,” said Rich Goldner, KSWB’s news director.

“This new 360-degree set creates a dynamic environment that will bring the viewer along for the ride during the broadcast.”

KGTV Million Meals Campaign To Feed 400,000 People

KGTV, San Diego’s ABC affiliate owned by Scripps, conducted a month-long campaign in December 2017, raising more than $1 million, enough for more than 4 million meals.

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KSWB Names New Creative Services Director

Alejandro Guajardo

KSWB, San Diego’s Fox affiliate owned by Tribune, has made Alejandro Guajardo the new creative services director.

He had been acting as interim CSD since February and was the station’s commercial production manager prior to that.

“Alejandro brings over 10 years of experience as a creative innovator in the San Diego market,” said Scott Heath, KSWB’s general manager.

“His vision and leadership, combined with his extensive skills in writing and production, will be an asset to FOX 5 as we continue to expand our broadcast and digital footprint.”

Guajardo holds a BA in film production from San Francisco State University.

Facebook News Road Show Rolls To Denver & Chicago

Facebook’s road trip meetings with newsroom leaders, social media editors, community managers and journalists has two more stops planned: Denver on May 16 and Chicago on May 18.

This follows other Facebook Journalism Project News Day one-day sessions in Seattle, San Diego, Atlanta and Dallas.

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Broadcasters Getting Schooled On Facebook

Facebook’s Eric Barbera with an attendee.
Credit: Edward Zeltser Photography.

In early January, Facebook announced plans to work more closely with broadcasters and other news organizations to enhance Facebook as a platform for distributing their news and make it worth their while to climb aboard.

The Facebook Journalism Project would seek collaboration on improving the existing news formats, Live (video) and Instant Articles (text and graphics), and developing news ones; look for ways to monetize content; offer training; and tackle issues like fake news and news literacy.

Two months later, it’s clear Facebook is following through on its promise to connect.

Last month, the social media giant hosted one-day meetings with local TV and radio broadcasters and newspapers in Dallas and Atlanta and it has two more sessions schedule for later this month — March 28 in Seattle and March 30 in San Diego.

Jason White

Jason White, the manager of U.S. news media partnerships at Facebook, says the sessions are part explaining and part listening.

“We talked about some of the best practices that we’ve seen emerging around Live and also around video on demand, which is still quite significant within the Facebook ecosystem.”

And a big part of the session is getting feedback, he said, with a full two hours are set aside for questions and answers.

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KFMB Wins November Despite Nielsen Change

aaeaaqaaaaaaaaysaaaajdeyytdinwzhltm1mtktnguyys04zjqzltvmothlztnjotg1oaI’m not an expert on the newest techniques to measure television watching, regardless of the company.

nielsenmediaheadquatersBut I do remember visiting the Nielsen headquarters in Florida once to review the ratings diaries.

These were the hand-written booklets filled out by viewers, day-by-day, hour-by-hour, listing what they watched on TV.

This was the 1990s, and I remember thinking even then, “how cute, look, this is how they kept track of who watched what way back when TV first started.”

Apparently, the measurement of who watches what on TV and when has improved since then, gotten more scientific and accurate.

So stations have to keep up with these changes to make sure they get proper measurement in the core demographics of adults 25-54.

cbs-8-largeAnd that’s exactly what was going on at KFMB in San Diego this past November sweeps period. KFMB is the CBS affiliate there owned by Midwest Television.

KFMB wanted to try to navigate Nielsen’s changes in methodology “to determine the best content and promotion for our local audience even while our demographic ‘assignment’ was coming out of market,“ said Mike Stewart, KFMB’s creative services director.

Huh? Yes, it’s confusing, and I’ll attempt to explain what Nielsen is doing in this market and others like it as best I can in a minute. But first, KFMB’s results and how they achieved some of them.

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Local TV Stations Trading For Outside Media

tv-networksIt used to be that local TV stations could rely on their own on-air to reach and influence news viewers to watch their news product.

It’s still a powerful bullhorn for your messages, even as network viewership continues to erode.

facebooklogoNow stations have Facebook, another powerful screen to attract news viewers. It’s been said that Facebook has become the new news lead-in, it’s that effective in driving audience to sample your news brand.

But the one area where many local TV stations have been rarely seen or heard, certainly for 9 months of the year, is local outside media — cable, radio, outdoor, digital, etc.

Yes, most stations do buy outside media during the sweeps months as part of their network or syndicated programming co-op programs. But the messages are tune-in, not brand imaging, and you’re competing with all of the other stations in town.

Then once sweeps are over, many local TV stations go dark, quiet, and non-existent on outside media.

Some compensate by forming trades, partnerships and allegiances with outside media companies that give them opportunities to reach viewers, listeners, users more often that just during sweeps.

But for many, it’s sweeps only.

Pat Pattison

Pat Pattison

Pat Pattison offers an incentive to local TV stations that will help bolster their outside media buying power.

“We help local stations pay their media bills like outdoor billboards, radio, print and even syndication and network co-op bills,” said Pattison, co-founder of The Incentive Plus Network.

Pattison has expanded his business under a new name, Incentive Sales Rewards, under the Connect Media umbrella, by offering local TV stations an opportunity to pay outside media bills in exchange for station on-air inventory.

A trade if you will.

“That was our initiative at Promax (the PromaxBDA Station Summit held last month in Las Vegas) and I got a pretty good response.”

“The stations give us inventory–half-hours, 60 seconds, 30 seconds, whatever–usually between 6 a.m. and midnight, and we monetize that.”

Douglas Friedman

Douglas Friedman

“It’s been a very positive experience,” said Doug Friedman, KUSI’s creative services director, one of Pattison’s clients, “because it’s time the station is giving up that we would not have income for, and it gives me money for things I don’t have in my budget, but that we want to do.”

KUSI is an independent station in San Diego owned by McKinnon Broadcasting.

Pattison said the stations accrue money in an account that they can use for outside media anytime they want.

“They get to choose, buy some cable time or outdoor, it’s there for them like money in the bank. We can actually help pay for their co-op, too. This can be the cash part of their co-op.”

“It’s literally a credit and they will apply that to whatever media we want,” said Friedman.

Friedman said KUSI has used it outside of sweeps for merchandise and giveaways, but during sweeps, the station bought cable mostly.

In the future, Friedman has plans to buy more digital.

“Facebook, yes, other digital like display ads, pre-rolls, in banner videos, those are perfect examples of what we can do with money from this pool.”

“It’s significant. It’s been quite good.”

Who Won The Battle Of Promo Superstars? You Decide

Picture3Five stations from five different broadcast companies doing five different promos for the same, identical news story.

They get 48 hours and must use the material they have in house.

What did they come up with? Which one worked best? Now, you can decide.

Welcome to the Battle of the Promo Superstars, one of the first sessions of its kind at this year’s PromaxBDA Station Summit at The Mirage in Las Vegas.

Dave Baumann

Dave Baumann

Moderated by David Baumann, a former station CSD in Detroit, Seattle and Minneapolis, and now marketing and creative director for Stephen Arnold Music, Battle of the Promo Superstars lined up creative services departments from Tegna, Scripps, Tribune, Hearst and Sinclair stations in a fun and creative competition to see what kind of creative approach they would each take to the same news story.

We’ve all seen stories like this, some call them TSRs, Targeted Special Reports, special stories from news during sweeps.

Then the folks in creative services create the promos that hopefully, increase viewership.

Here’s the story they all used. It’s from WCVB, the Hearst ABC affiliate in Boston.

And in each case, the stations came up with a 30-second promo, a :15, an ID and a Facebook promo.

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KNSD San Diego Moves Into New Facility

knsdKNSD, the NBC O&O in San Diego, unveiled its new, two-story, 52,000 square-foot news center.

“The new facility is incredible and we’re excited to be producing our live, local newscasts from one of the most advanced broadcast centers in the country on behalf of our viewers,” said Richard Kelley, KNSD’s general manager.

NBC-7-New-Building-Entry-2KNSD’s new digs includes the market’s first 4K video wall — a multi-screen wall that is capable of displaying video and images across various types of layouts, the station says.

NBC-7-new-building-040116In addition, the facility features various energy efficient elements, including a 200 kW solar rooftop system and parking lot that make the facility one of the most environmentally friendly news centers in the region.

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Click here for more information about KNSD’s new building.