Oregon Media Insiders

Good observation and very true. Tamerlano is anything but a visionary and the 'big plan' to turn KATU around with a relatively inexperienced news director and tight financial restrictions is having little - if any - positive effect.

Here's the problem: the product isn't what viewers want and the station has failed to make the necessary changes. KATU has continued to see ratings decline over the past three years but hasn't taken any significant action to stem the tide. They haven't re-worked their look/image, content, on air talent or promotion. The internal changes staff see as 'significant' are not perceptible to viewers. For most local viewers, nothing at 2 has changed for the better. And here's an important note: Though morale is slightly up in the newsroom - good morale is not enough to stem the ratings tide. There have to be definitive and distinct changes made and those changes in coverage and tone - promoted to the viewers.

I have issues with the anchor team - who are come across as strangely detached and removed from the product. I've never seen the appeal of Deb Knapp and Natalie seems just strange. Steve Dunn 'looks the part' but his delivery to me is shifty and difficult to watch. The one anchor they did have with some personality and local roots, Cathy Marshall, was unceremoniously shown the door.

The effort to focus on breaking news is not enough to entice viewers - especially when it so obviously comes at the expense of developing solid content. Again, the constant push for insignificant crime news research has shown viewers do not care about. And the viewers who do care about it are going to go to 12 to get it. Why don't the folks on Sandy get this? They've missed the window to brand themselves the crime/breaking news station. That franchise is taken. [And no, I don't work for 12 - and don't respect their product either.]

As for 'JT' - a perfect description of the guy. HIs day will come.