Broadcasting & Cable
Las Vegas viewers will get some fresh counterprogramming at 4 p.m. this fall, as KVVU introduces the afternoon version of its popular morning franchise More. Called More at 4 and featuring a mix of celebs, fashion and other lifestyle content, the show is an alternative to the news and syndicated fare found elsewhere on the Vegas dial.
This is the fourth straight year in which the Meredith station has launched a local program. While economic times are indeed tough–and perhaps tougher in Sin City than anywhere–VP/General Manager Darrin McDonald was committed to not break the streak. “Our entire philosophy is controlling our destiny by creating our own content,” he says. “Hopefully we can create a show that does better than a syndicated show.”
With stations suffering from slashed revenues and similarly slimmer resources, it’s a difficult time to launch a local program–which, paradoxically, might make it the perfect time to start swinging. Broadcast executives say this could be the right opportunity to grab share from a downsizing competitor, knock the escalating prices of syndicated programming down a peg, or simply boost the station’s market presence amidst an increasingly crowded media landscape. More…