Growing up, I identified the local TV stations as much by their network as by the channel number. It was an essential part of their identity. In the old days, you had the three broadcast networks, ABC, CBS and NBS, then you had PBS. Anything beyond that were “independent television stations”. That was a polite way of saying they were bush league stations that played old TV shows and even older movies.
With everything else changing in the world, it looks like the concept of “independent television station” may be changing too. Because, in reality, does a station have to be a network affiliate to be successful?
There are a few examples out there of stations that go their own way and succeed. Atlanta saw independent station WTBS take advantage of the deep pockets of their owners to go nationwide via cable. WGN in Chicago and WWOR in New York City have also done very well, both as historically independent television stations.
Which makes what’s happening up in Boston interesting. WHDH has been the Boston area NBC affiliate since 1995 (curiously it is one of a tiny number of stations that have, at one time or another, been affiliated with all three major networks), but that will end at the end of this year. After a couple years of negotiations and court cases, NBCUniversal has decided to launch their own station in Boston to carry the Peacock Network programming. With all the other networks set for Boston, WHDH will be launching out on their own as an independent TV station. Their plan is to make a major commitment to local programming, especially news, along with syndicated programming.
How they will do is anyone’s guess. Their corporate owner, Sunbeam Television, is headed by a billionaire so there is some depth to the pockets here. They have already begun a hiring surge and a new news set is coming as well.
All of this got me thinking, what does the future hold for local television? Networks were designed to provide local stations with high-quality programming for their most important hours. Bu it usually came with strings. When the ill-fated Jay Leno in primetime experiment came along WHDH, like all the other affiliates was basically forced to take it because of the affiliation agreement.
If ever there was a time when independent TV stations could thrive, this might be it. With increased flexibility to commit to local programming, especially news, and almost total control of commercial inventory plus the ability to apply that local programming through the internet, this could be a winning concept. What it really requires is a vision that can break away from many of the old assumptions about what a successful local TV station looks like.
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