Nexstar Rebrands Acquired WPTY Memphis

Plays up 'Local' ties as joint facility opens

By Michael Malone -- Broadcasting & Cable, 5/30/2013 10:59:40 AM

Nexstar Broadcasting Group is relaunching WPTY, which it acquired from Newport Television last year.

One June 1, WPTY will debut as WATN-TV Local 24, coinciding with Nexstar's new 27,000-square-foot HD facility in DMA No. 49.

WATN, CW affiliate WLMT and Nexstar's WJKT Jackson (Tenn.) will operate under the Local 24 news brand, and at localmemphis.com. Memphis and Jackson are around 90 miles apart.

Nexstar acquired a dozen stations, including WPTY-WLMT, from Newport for $285.5 million.

Ardyth Diercks took over as WPTY-WLMT general manager in January. She hired Lisa Lovell-Ayres to be news director in April.

"This is a very exciting time for Nexstar and our Mid-South station operations, as launching WATN Local 24 reflects our deep commitment to serve our local community and advertising partners, while delivering the most relevant, compelling and informative local news that touches the daily lives of our viewers," Diercks said. "We are re-dedicating ourselves to the local Memphis/Jackson community with the debut of our new technologically advanced operations center and innovative local news programming that will feature an updated, modern look, including new sets, high-definition studio cameras, enhanced meteorological forecasting technology and advanced weather and traffic presentation equipment."

WPTY is well off the pace in Memphis, which is dominated by Local TV and Raycom stations. It was fourth in revenue last year, according to BIA/Kelsey.

The Local 24 News brand will produce 43 hours of local news a week, including a 9 p.m. newscast on WJKT.

"We are offering Memphis viewers, as well as Web and mobile users, the most choices to access in-depth and informative local news throughout the day and evening," said Diercks.