In a significant shift within the Atlanta television landscape, Gray Media has announced its local station Atlanta News First (WANF/Channel 46) will end a three-decade affiliation with CBS this August to operate independently. This move aims to enhance the station’s local newscast offerings by adding more local journalism hours, a response to evolving viewer preferences and declining traditional TV audiences.
As part of this transition, Gray Media is actively recruiting for various news positions, including reporters, editors, and meteorologists, suggesting a commitment to expanding local programming and coverage.
In light of this shift, CBS has designated the lesser-known WUPA/Channel 69 as its new Atlanta affiliate, indicating its intention to establish a robust local news operation in the city. CBS is also hiring journalists for this venture, adding another dimension to Atlanta’s competitive news environment.
Despite these adjustments, both Gray Media and CBS face challenges in capturing audience interest amid a landscape of fragmented television viewership. Sean McLaughlin, vice president of Graham Media Group, noted that many television companies are evaluating their futures without network affiliations, a reality spurred by the unpredictable dynamics of the television news industry.
The trend of declining viewership is particularly evident in the wake of changing consumer habits influenced by digital platforms. Veteran Atlanta reporter Richard Belcher reflects on the decline of ratings for WSB-TV’s 6 p.m. newscast, underscoring the current struggle as viewership has dropped from approximately 37,500 to 29,500 in just under three years. This decrease is indicative of broader trends affecting television news organizations across the nation.
Ad revenue remains a key challenge as fewer viewers contribute to diminishing income streams for local stations. As reported by McLaughlin, the influence of artificial intelligence and social media is pulling viewers away from traditional news outlets, further complicating the financial landscape for television news.
Additionally, local affiliates have been contending with rising fees imposed by their networks such as CBS and NBC. These fees can significantly diminish the revenue affiliates receive from cable and satellite companies, prompting some stations, like Gray’s WANF, to consider going independent in a bid for greater financial control and flexibility.
By severing its affiliation with CBS, Gray Media eliminates the obligation to share revenue with the network, thus potentially allowing for a larger investment in local news coverage and operations. This strategy aligns with a growing trend of independent news operations finding success in larger markets, where station independence has provided an opportunity to cultivate loyal audiences through quality programming.
Turning the tide of ratings will require strategic efforts, especially for WANF, which currently ranks fourth among Atlanta’s television news outlets. However, Gray Media is optimistic about seizing the opportunity to reinvent its identity in the local news landscape. Belcher notes that while a larger output of stories is expected, it may lead to a focus on less in-depth reporting, a potential concern for the quality of journalism produced.
With CBS moving to its new affiliation on WUPA, it will bring additional competition to Atlanta’s already crowded news market. CBS is renowned for its high viewership, particularly through popular programming including NFL games and marquee sports events, which can present challenges for WANF as it shifts to local news programming.
Navigating these changes will require not only increased output of local news but also innovative storytelling strategies that can engage viewers and build trust in journalism. McLaughlin highlights the importance of quality journalism in successfully establishing new news operations in today’s market.
While challenges abound, veteran broadcasters like Belcher emphasize the potential for revitalized local journalism opportunities amidst changing affiliations and evolving platforms. The landscape is indeed changing, and as both CBS and Gray Media adapt their strategies, the Atlanta television market may see a transformation that focuses more on local coverage and community engagement, shaping its future as a competitive environment for viewers and journalists alike.
As local stations strive to find their footing in a quickly shifting landscape, experts argue that the focus on journalistic integrity and local storytelling will ultimately be key to attracting and retaining audiences in Atlanta’s dynamic television market.
image source from：ajc
