Masters Theses

Vicki Purifoy

Date of Award

8-1987

Degree Type

Thesis

Degree Name

Master of Science

Major

Communication

Major Professor

Normal R. Swan

Committee Members

Barbara A. Moore, Herbert Howard, Dhyana Ziegler

Abstract

The purpose of this study is to gain insight into how, historically, one local television news operation, WBIR-TV in Knoxville, Tennessee, has established and maintained dominance in its market. At times, three out of four of the station's news programs have maintained audience shares almost double that of the closest competition.

The findings are based on more than 30 interviews with past and present WBIR employees. The study first establishes a chronological framework of the WBIR news department and describes trends, developments, and significant events that have resulted in either dominant status or the absence of dominant status. The study then presents the findings of the investigation of the current news operation: a description of the philosophies, people, strategies, and procedures now being implemented in an effort to maintain a position of dominance. Finally, the research study attempts to determine whether the WBIR-TV news department exhibits the principles for maintaining dominance that are consistent with industry wisdom: community involvement, popular newscasters, technological advantages, consistency and continuity, and management support for news programming.

The findings indicate the WBIR-TV news department exhibits the principles of dominance, that management support for news is the most important principle, and that the popularity and prestige the station enjoys coincides with a commitment to the community and sound journalistic principles.

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