Market Eye: Tri-ing Some New Things

Star anchor calls it a day in Tenn.-Va. market; WJHL has rare GM change

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A couple of fixtures in the Tri-Cities TV scene of southwestern Virginia and
northeastern Tennessee are moving on. Johnny Wood, one of the last true
local TV stars in the nation, will anchor his final newscast for WCYB Dec. 21, wrapping up a storied 44-year career. But another
familiar face in the market—made up of the border
town of Bristol, Tenn.-Va., and Johnson City and Kingsport,
Tenn.—is on board at WCYB: Jack Dempsey
spent 27 years at WJHL, including 23 as general manager,
but when the opportunity to run the DMA leader
opened up, he grabbed it.

“Opportunities like this don’t come along that often—
it was too good to pass on,” says Dempsey, who cited
as inspiration the chance to work for Randy Bongarten,
chairman/CEO of WCYB parent Bonten Media, and to
oversee three stations. “I didn’t hesitate.”

Dan Cates succeeded Dempsey atop WJHL on Sept. 3
and immediately set out to put his stamp on Media
General’s CBS affiliate. He rebranded the station from
11 Connects to News Channel 11, with “In Your Corner”
as its tagline. “11 Connects was not really resonating
in the market,” Cates says.

Leading the news charge for WJHL is Jennifer
Dale, who came on board as news director in October
and brings a strong grasp of traditional and social media.
“She’s extremely innovative and passionate about
news and content and the digital side,” Cates says.

With Dempsey switching teams, George DeVault’s local
tenure is unrivaled; he has been general manager at
WKPT since 1979. WJHL used to produce the ABC affiliate’s news, but WKPT took it back in-house in 2008
and has been airing 8-minute mini-casts. On Jan.14,
the station will debut full 6 and 11 p.m. newscasts.
“We hired a bunch of people, and will hire a bunch
more by the end of the year,” DeVault says. “We’ll concentrate
more on our piece of the Tri-Cities than the
others do.”

The stations take pride in covering their submarkets.
Glenwood Communications’ WKPT, which features
MyNetworkTV on its dot-two, is in Kingsport. WJHL
is in Johnson City, and WCYB, an NBC affiliate, is in
Bristol. Bonten operates Esteem Broadcasting’s Fox affiliate, WEMT, through a shared-services agreement,
and has the CW on its dot-two. Charter is the market’s
primary subscription-TV operator, while satellite-TV
service is popular due to the area’s mountainous terrain.

DeVault notes that each of the traditional Big Three
affiliates had a key media partner until recently: WJHL
had a newspaper, but Media General sold that division.
WKPT still has eight radio stations, and WCYB
has WEMT.

The multicast offerings are more than one might expect
for DMA No. 96. Besides MyNet, WKPT has RTV
and Nashville Network as subchannels. WCYB offers
Live Well Network, WEMT has This TV, and WJHL
airs Me-TV. “There are a lot of different choices for
that small number of people who are not on satellite
or cable,” DeVault says.

The stations are upping their news output. WCYB
expanded its weekend-morning news to an hour in
September, while WJHL added weekend-morning
news earlier this year. WKPT is looking at mornings.

WCYB took the news races in the May sweeps, including
11 p.m. with a 7 household rating/24 share—
ahead of WJHL’s 6/21. WJHL won primetime, but
WCYB wins news thanks to a historically stronger signal,
Dempsey says, a well-entrenched anchor team and
syndication giants Wheel of Fortune and Jeopardy! “They
don’t seem to ever weaken,” he says.

Cates says it’s “mind-boggling” to contemplate being
just the third general manager in WJHL’s 59-year
history. He likes his new surroundings. “It’s a beautiful
part of the country—I’m thankful to be here,” he says.
“There’s a lot to do and a lot of really nice people.”

E-mail comments to mmalone@nbmedia.com
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