Market Eye: A Change in the Air

Boeing going, but new owners energize Wichita stations

Why This Matters

What’s Working in Wichita-Hutchinson

KWCH-KSCW is fully committed to its digital business—evident in its four separate websites, including ones focused on high school sports ( and local commerce (, and a dedicated digital team of 20 handling sales, content and technology. The sales folks’ function is similar to an ad agency, doing everything from coming up with creative, creating websites, building up search engine optimization and crafting Google Adwords campaigns for local clients. “It’s anything and everything,” says Joan Barrett, KWCH president and general manager.

Shawn Hilferty, a former promotions manager, was named director of digital media for the Sunfl ower Broadcasting stations last year.

Barrett won’t divulge digital revenue figures, but says they are substantial. “TV still drives the engine, but digital is the fastestgrowing part of our revenue portfolio,” she says. “It is significant.” —MM

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The mass consolidation going on in the local TV business is
well-represented in Wichita-Hutchinson, Kan. Sinclair Broadcast
Group last year acquired the Fox-MyNetworkTV pair,
KSAS-KMTW, in a deal with Newport. And LIN Media picked up NBC affiliate KSNW when it snagged the
New Vision Television bunch in 2012.

Station general managers in the market are
curious how the incursion of two giant broadcast
companies will shake up Wichita. Joan
Barrett, president/GM at KWCH, isn’t giving
much away. “Competition is always good,” she
says. “We welcome the competition.”

KWCH is owned by Schurz’s Sunflower
Broadcasting. The CBS affiliate almost doubled
the nearest comer in late news in the
November sweeps, its 11 household rating/
24 share well ahead of the 6/13 put up by
KSNW and Gray TV’s KAKE. KWCH won
primetime, but other news races are closer:
The above three were virtually tied in the 6-7
a.m. derby, while KWCH and KSNW were
essentially deadlocked at 6 p.m. KWCH and
KSNW were similarly tied in total-day ratings.

While Nielsen has Wichita-Hutchinson as
DMA No. 66, the market is a lagging No. 76 in
revenue, according to BIA/Kelsey. Calling itself
the Air Capital of the World, the market took
a big hit, both economically and psychologically,
when Boeing announced it will move out
by the end of 2013, ending an 85-year run in
Wichita and taking around 2,000 jobs. “That’s
something you don’t want to hear, whether
you’re involved in aerospace or not,” says Wall.

KWCH is far more than a traditional TV
station, offering mobile DTV, a quartet of mobile
apps and 24/7 weather on its subchannel.
“We’ve gone from a dominant CBS affiliate to
a multimedia group,” says Barrett.

The competition is making moves, too. KAKE
is nearly finished with a 1½-year engineering
upgrade that, says GM Dan Wall, will make the
ABC affiliate fully HD across all transmitters that
carry KAKE’s signal in the sprawling market.
“We’ve got a pretty large territory to cover,” he
says. KAKE features Dr. Oz and Katie in daytime.

John Dawson, KSNW VP/GM, says being
part of LIN means “an incredible commitment”
for the station in terms of technology,
personnel, research and training. One tangible
effect is its reporters becoming “true multiplatform
journalists,” says Dawson. “Our focus
is to enhance our brand and emphasize the
multiscreen experience.”

The market is down a few news directors.
KSNW’s Jason Kravarik moved to LIN sister
station KOIN Portland last February. An executive
producer has been filling in as news
chief, but the station is looking for a full-timer.

KWCH also has an interim news director in
Tom Lindner, following John Soares’ departure
after a four-month stint. Barrett would not comment
on Soares’ exit, citing it as a personnel matter.
A search for a full-time news director is on.

It’s a key position. KWCH produces 47 hours
of news per week between it, sister KSCW and
Univision station KDCU. The latter, owned by
Entravision, has a joint sales agreement with
KWCH and airs 10 p.m. news weekdays. KSCW
plans to add a local 4:30 p.m. show this summer,
featuring happenings around town and extended
segment opportunities for local marketers.

The stations will forge on. KWCH turns 60
this year and will look back while also looking
ahead. “We’re very fortunate to have the
talent that we do,” says Barrett. “People want
to be here.”

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