WTMJ Drops Afternoon Newscast

By Kevin Eck 

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Milwaukee NBC affiliate WTMJ has replaced its 3 p.m. newscast with the new syndicated Tyra Banks show The Fab Life.

According to the Milwaukee Journal Sentinel, the plan has been brewing since the Scripps/Journal merger last year.

“As a whole, it was going to better serve our viewers to be not (airing) news” at 3 p.m., said WTMJ gm Joe Poss, who told the Journal-Sentinel the goal is to do more live news during the station’s 4:00 p.m. show.

Although it’s dropping one hour of news daily, Poss said WTMJ and its parent, Scripps, are putting “more resources into live” news. The station is adding a half-dozen on-air people, he said, including Veronica Macias, a multimedia reporter who joined the station last month.