Tribune Taps NBCU Veteran Larry Wert to Head Local Broadcasting

Chicago-based exec to oversee company's 23 TV stations, WGN Radio; report directly to new CEO Liguori

By Melissa Grego -- Broadcasting & Cable, 2/13/2013 2:56:00 PM

NBCU veteran broadcasting executive Larry Wert has been named president of local broadcasting for Tribune Company, where he will direct strategy and operations of Tribune's 23 local television stations and WGN Radio in Chicago. He will report directly to Tribune's newly-installed CEO Peter Liguori and continue to be based in Chicago. Wert's start date has not yet been set.


Nils Larsen, president of Tribune Broadcasting, will assist Wert in the transition to his new position with Tribune, according to a company news release.

The move quashes any remaining speculation that Tribune is considering getting out of the TV station business under its new leadership and now that it is out of bankruptcy.

A Chicago native, Wert joined WMAQ as president/GM in January 1998. In April 2008, he was named president, central and western region, NBC Local Media, overseeing five NBC owned television stations: KNBC in Los Angeles, KNTV in San Francisco, KNSD in San Diego, KXAS in Dallas and WMAQ in Chicago.  In September 2011, he was named exec VP, station initiatives for NBC owned stations.

"I grew up here, I spent most of my career here so I respect the great legacy of the Tribune co. I'm familiar with their great assets," Wert told B&C. "Their station footprint is significant in 36% of the country. I think there's an opportunity right now to be part of its future in a very positive way."

"Larry's talent, creativity, and broad television, digital and radio experience make him the ideal person to lead our local broadcasting and radio businesses," Liguori said in a statement. "Larry is also a skilled manager of people, an innovative programmer, and understands the important role our local TV news operations play in the communities we serve."

At WMAQ, Wert led the station's integration with Telemundo. Under his leadership the country's first bi-lingual co-located newsroom was unveiled in 2002. In addition, in December 2003, he led the launch of Chicago's first television broadcast street side studio at 401 N. Michigan Avenue, now known as Studio 5, according to a Tribune release.

Among Wert's professional claims to fame are having fired two big personalities, Howard Stern and Jerry Springer (he canceled the latter's show on WMAQ when he arrived at the station).

Wert says he's grateful for the support his bosses -- Valari Staab, Ted Harbert and Steve Burke -- at NBCU have provided him in his role and in making the decision to move on to Tribune. "Ironically I will be a pretty big customer of NBCU -- so I won't be completely away," he said, noting that Tribune stations license multiple NBCU syndicated properties including Jerry Springer, Maury and Wilkos. "There's no doubt NBC Chicago is on an upswing. I will miss the equity I have with my colleagues. But this new opportunity in my hometown is too unique to say no to."

Valari Staab, president of NBC Owned Television Stations, saluted the longtime WMAQ GM. "This is a rare and exciting opportunity for Larry to run a broadcast group and stay in his hometown of Chicago," she said. "I greatly appreciate his dedication and have truly enjoyed working with him over the last 18 months. I wish him the very best in his new role."

Wert, 56, got his start in the industry at Leo Burnett Advertising in Chicago in 1978. He went on to spend ten years with ABC in TV Sales in Los Angeles, New York and Chicago, and then to WLS (Chicago) as local sales manager. 

In 1989, Wert was named president and GM of Evergreen's "The Loop" and AM 1000 in Chicago. In 1996, he was named president of Evergreen Media Corporation when it merged with Chancellor Broadcasting.  He was promoted to senior VP, overseeing Chancellor's 13 radio properties in Chicago and Detroit before joining WMAQ.