WCAU-TV to try long-form news approach

Cory Bergman November 19th, 2006

Philadelphia’s NBC station is planning on remaking its early evening news block to a single anchor, long-form format that focused more on investigative, health and consumer stories. “The idea is to go back to putting the emphasis on storytelling and on the reporters,” says VP of News Chris Blackman. “For a while, the feeling was that, the more you threw at people, the better chance you had to not have them turn away. You weren’t giving them a chance to breathe. I think that really underestimates the intelligence of our viewers.” Blackman said the station will downplay the traditional local news fare. “You can put a reporter on a crime story or a car crash, and, quite frankly, you could have told the story just as well with a voiceover and a sound bite.” I think it’s a smart move that will pay dividends in an area they may not even expect: the web. Many local TV sites are riddled with crime and other reactive stories, but a focus on proactive, relevant storytelling will result in a more engaging experience online. But a little advice: don’t hold those stories until air and still be aggressive with breaking news online.