Good Morning, CinCW
I was puzzled to see Channel 12 simulcasting its No. 1-rated "Good Morning Cincinnati" news show on the digital CinCW channel this week. I finally figured it out:
On Jan. 7, "The Early Show' drops the hybrid local-national 7-8 a.m. format, so CBS can go head-to-head at 7 a.m. with "Today" and "Good Morning America." So Channel 12's plan is to continue doing the 7 a.m. local show on the CinCW. Channel 12's managers are hoping that habitual viewers will find John Lomax, Anna Townsend and Steve Horstmeyer on Time Warner Channel 20 or Insight Channel 25 at 7 a.m.
It's an interesting move. Certainly the ratings won't match those on Channel 12, but it gives a boost to the digital CW affiliate. And Channel 12 will do a full hour of local news and commercials spots (no cutting away to CBS), rather than surrender the 7 a.m. audience wanting local news to Channel 19.
"When you have a great brand like Local 12 News, and we have another TV station, it makes sense to expand it to the other station," says Steve Minium, acting Channel 12 general manager and former Channel 12 news director.