Watch Us or Die!

I was in my hometown of Memphis this past weekend. It good to see family and friends. It is also an opportunity to watch local newscasts. It is even better during sweeps. The differences in the newscasts and how they're promoted in Memphis and how it is done in my current market are great.

First promo I saw, watch our weather and you can win money. Next was watch this sweeps piece or you'll die; followed quickly with do you know who is stalking your children and finally this restaurant got an F on their Health Department score, join me while I eat a pizza from there to see if I live.

Memphis is a metered market and crime dominates the spot news. Obviously bribes and over the top promotion move the meter needle. I'm fortunate to no longer be in a metered market. The advantage is that our news philosphy can take the long view. It's not what we do those four weeks in February, May, July in November; it is what we do each and everyday that attracts and retains viewers.

My bet is if either of the two leading stations in Memphis decided not to participate in the carnival barking of "watch us or die" sweeps, in the long run they'd surpass their competition and become a strong number one. Which one is willing to break out of the pack with a fresh approach?