IT'S WXIX CINCINNATI VS. KATIE, BRIAN AND CHARLIE

Tired of gloomy stories about budget cuts and layoffs? Me too. So I’m pleased to report that television is still a growing enterprise at WXIX in Cincinnati where the Fox affiliate about to go head-to-head with the Big Three network news divisions by launching its first early evening newscast.

And corporate parent Raycom is backing the bet with more reporters, heavy promotion and the addition of a popular weatherman.

“We always go after underserved time periods,” says News Director Steve Ackerman. “And our research shows that the 6:30 time period is a ripe opportunity. There’s an appetite for local news.”

Specifically, WXIX research revealed a large number of viewers who get home too late from work or the kids’ soccer practice to watch the competition’s dinnertime newscasts.

What’s more, ever since 9/11, Cincinnati viewers have also displayed an appetite for more national and world news—and they don’t especially care if they get it from Charlie, Katie, Brian or Fox19’s own Jack Atherton and Tricia Macke.

In fact, being a Fox affiliate gives WXIX an advantage, says Ackerman. “We can focus on any story that’s relevant to our viewers without worrying about duplicating (the content of) the network news.”

This strategy has worked so elsewhere on the schedule, according to VP-GM John Long. “We’re No. 1 weekdays at 7-9 a.m. and at 10 p.m. So we think we’ve got a good shot at getting an audience at 6:30 p.m.”

To improve those chances, Fox19 is raising the stakes with a little creative hiring. Although the 6:30 news won’t debut until Aug. 11, the station has already a launched campaign on air and on billboards featuring the silhouette of a mystery man with an umbrella proclaiming “SH-hhh! He’s coming to Fox19.”

The capitalized “SH” is for “Steve Horstmeyer,” the popular meteorologist and 19-year veteran of competing WKRC. The hush-hush headline is more contractual than theatrical. Horstmeyer can’t appear alongside Atherton and Macke on Fox19 until his contract expires at ch. 12.

But the bigger story is the hiring of four new “hyper-local reporters” as Ackerman calls them. “Our offices are in downtown Cincinnati, but many of our viewers live in the outlying suburban counties which have been under-covered,” he says.

The new reporters will not only work in those four counties, they’re required to live there. “It’s like the old rules where police had to live where they work, to make sure they know the area,” says Ackerman.

“We’ll give them a camera, a laptop and a news vehicle and expect each reporter to deliver at least one story every day.”

Fox19 already enjoys an advantage in covering the world beyond Cincinnati. In addition to AP, CNN Newsource and Fox News Edge, the 27 news-producing Raycom stations are able to download each other’s stories using Bitcentral’s Oasis system. “That’s particularly helpful with our regional coverage because Raycom has stations in Evansville, Louisville, Toledo and Cleveland,” says Ackerman.

Despite these resources, it’s still no small challenge to launch a new newscast, especially when conventional wisdom dictates that the market for TV news has long been saturated.

WXIX Director of Marketing Tony Phillips is undaunted. “Our best opportunities are hitting those viewers who are already watching us in the morning or checking our Web site during the day.”

Phillips is preparing a promotional arsenal that includes daily e-mails and radio. Besides spot trades, Fox19 provides drive time weather, traffic and news updates to Bonneville’s WKRQ (Q-102.) “They’re a Hot AC station and their primary demo is perfect for us: women 18-54,” says Phillips.

The station is closing in on additional media deals for the 6:30 newscast that include simulcasting in various media.

While outside marketing is critical, perhaps the greatest challenge will be holding on to present viewers. Late fringe and access on WXIX is currently populated by sitcoms, which will continue to surround the 6:30 news.

“The key will be giving someone watching King of Queens a fresh reason to watch a newscast. Can we succeed every day? Maybe not,” concedes Phillips. “But in an election year where Ohio is a battleground state, we’ll have lots of compelling stories to promote.”

What’s more, even sitcom fans need a break from old sitcoms, says Phillips.

“Like every other station in the world, we’re running into that issue where there’s not a lot of new product out there. People’s needs are changing. So it’s smart to use outside marketing and promotion in our other newscasts to invite new viewers into the time period.”

In the interest of full, if irrelevant, disclosure, I have a tangential personal connection to WXIX. My ex-wife, Gracelyn Brown (now with MGM) was the station’s promotion manager when we met. And anchor Jack Atherton was a good friend of mine in college. While I didn’t speak to either of them about this article I’m pleased to report that both are happy and well.

Market Share by Arthur Greenwald showcases innovative station projects every Monday in TVNewsday.com. Share one of your own success stories by writing to Arthur at greenwald@tvnewsday.com.