KMID-TV vs. Cox Communications
Category: Local...
Posted Saturday, December 28, 2002 at 12:31 PM [GMT-6]

I was going to write about the influence of Trading Spaces on website design, but after reading this morning about the "discussion" between a local broadcast TV station and local cable providers, I decided I couldn't let it pass as fodder for the Gazette.

I'll admit that I know nothing about the situation other than what I read in the newspaper, but based on that account, I believe that KMID-TV is committing a huge public relations faux pas. Trying to paint Cox Communications as the bad guy (generally an easy and fun thing to do), reaping huge benefits while charging the consumer for something that is otherwise provided free, just doesn't work.

First, receiving KMID's programming sans cable is not exactly free, given that an external antenna is required in most parts of the viewing area due to the station's seemingly weak and erratic signal. Second, it's hard to make a convincing argument that Cox derives more benefit from this relationship than KMID. How many people would cancel their cable subscription if "Big 2" was no longer carried by Cox? I suspect the number would be the statistical equivalent of zero. You might have a different dynamic at work if all three local stations took this tack (I don't include the Fox affiliate in this mix due to its lack of local news coverage...but some of its network programming would be missed), but a unilateral move by KMID won't generate much response from the viewing public, Oprah notwithstanding.

This also seems to be a very bad business move by KMID. The potential loss of cable viewership is bound to have major advertisers rethinking their ad budgets. How much would you pay to advertise on a TV station that didn't reach cable viewers? (The real impact on local viewers is that we'd get to see 33% more of Kelly Grimsley on KWES and KOSA!)

I understand the predicament of KMID and the other broadcast stations. Revenues are falling as eyeballs are being distracted by cable programming, video games and the internet. I don't know what the solution is, but I respectfully suggest that KMID would generate a lot more sympathy by just admitting up front that it's in a world of hurt and needs some additional revenue to stay afloat. The station should tell the viewing public that it is working toward an agreement whereby Cox would collect a paltry sum from each cable subscriber on behalf of KMID, and that the extra quarter a month on each cable bill will be instrumental in ensuring continued operation of the station.

As things stand, KMID comes across as a whiner, and Cox - amazingly enough...it takes a really incredible turn of events for this to happen - comes across as the protector of things good and right.

I'll be interested to see what the folks over at Jessica's Well have to say about this situation.