Orlando, Fla.

Most people associate Orlando with Disney World. But it’s hardly all fun and games. The Orlando market, which also includes Daytona Beach and Melbourne, is filled with TV stations scrambling to reach a diverse population, about 15 percent of which is Hispanic. There are seven locally produced morning news programs, two 4 p.m. newscasts, four 5 p.m. newscasts, four 6 p.m. newscasts, seven newscasts between 10 and 11 p.m. and Central Florida News, the 24/7 channel on Bright House cable.

Both WFTV, Cox TV’s ABC affiliate, and WESH, Hearst-Argyle Television’s NBC affiliate, produce morning news for their duopoly partners, WRDQ (independent) and WKCF (The CW), respectively. WKCF is the highest rated CW affiliate in the country. WFTV is the morning news leader, and with Oprah in afternoons, also holds the top position in early news. But in late news it’s Fox Television’s WOFL. Its 10 p.m. newscast bests even the newscasts at 11 p.m.

Entravision Communications has a strong Hispanic presence as owner of WVEN, the Univision affiliate and operator of WOTF. Last year, the company purchased WNUE-FM, making it the 11th market where Entravision owns both radio and TV stations. In the Fall Arbitron ratings, WNUE’s Tropical format was tied with Clear Channel’s Tropical format on WRUM-FM for the top-rated Spanish radio station.

CC, owner of seven radio stations and the largest radio cluster in the market, also has a strong outdoor presence, including six digital boards, five of which are networked. Lamar Advertising also has a big presence. JCDecaux has the airport advertising.

In newspapers, the Orlando Sentinel, the market’s major paper, lost its publisher after the Tribune management shake-up. The paper is now being managed out of Ft. Lauderdale, where Tribune owns the Sun-Sentinel and a TV station.

Vital Stats:

* TV DMA Rank: 19
* Population 2-plus: 3,466,254
* TV Households: 1,434,050
* TV Stations (Net/Ind/Public/Local Cable): 10/5/3/1
* Cable Households: 1,343,060
* Radio Metro Rank: 34
* Population 12-plus: 1,479,900
* Radio Stations (rated): 26
* No. Newspapers (Daily/Weekly): 6/31
 
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