Meredith Speeds Up ‘Better’ Rollout

By Chris Pursell

Meredith Corp.’s slow rollout of daytime strip “Better” is now on the fast track, with the company clearing the series to LIN TV Corp., Northwest Broadcasting and Fisher Communications stations and adding 12 additional markets for the program.

Fisher will begin airing the series, based on the Meredith magazine Better Homes & Gardens, in March, while LIN and Northwest will air the show starting this fall.

“What began as a local show on KPTV in Portland, Ore., has grown into a strong generator of local advertising revenue in our markets,” said Paul Karpowicz, president of the Meredith Broadcasting Group. “‘Better’ provides recognizable branded content from more than 2,500 Meredith editorial contributors, offers a platform for local branding opportunities and gives local advertisers quality product placement.”

The hourlong daily show is designed to leverage Meredith’s home, shelter and parenting expertise. The company’s publishing brands include Better Homes & Gardens, Parents, Family Circle, More and Fitness magazines.

Currently, “Better” airs on 10 Meredith stations and three Journal stations.

LIN will air the series in seven markets including Indianapolis, Norfolk, Va., Albuquerque, N.M., and Buffalo, N.Y. Northwest Broadcasting will broadcast the show in four markets: Spokane and Yakima, Wash., Medford, Ore., and Binghamton, N.Y. Fisher Communications will air “Better” in Bakersfield, Calif.

The “Better” model allows stations to localize up to eight minutes of the syndicated national show.

“We are very happy to start broadcasting ‘Better’ in seven of our markets this fall,” said Scott Blumenthal, executive VP of television at LIN TV Corp. “Adding the show to our lineup will offer our viewers fresh, entertaining daytime programming and our advertisers new venues to sell their products and services.”