Station’s Decision to Replace ‘Oprah’ With News Getting a Poor Reception From Ad Buyers

May 24, 2011  •  Post A Comment

Ad buyers are less than enthusiastic about the decision by a station in the country’s largest TV market to replace "The Oprah Winfrey Show," which is ending its 25-year run this week, with a longer news broadcast, reports the New York Post.

New York station WABC-TV will expand its 90-minute local newscast at 5 p.m. by one hour, starting at 4 p.m., the story says. But some ad buyers aren’t convinced the plan will work.

"It makes no sense to me to have news then at 5 p.m. and 6 p.m. and then national. How many murders and fires can you see at 4 p.m.?" said Gary Carr, executive director of TargetCast.

Some buyers said they would have preferred another syndicated show to air in place of "Oprah," the story says.

The reason behind the choice is likely due to money, since stations have to share advertising sales with a syndication agent. While the news program will attract smaller advertising rates, the station will be able to keep all of those ad dollars.

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