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I believe that KOIN could benefit from a SMART, well thought-out re-launch. And I believe that the Portland market could gain by an infusion of, gasp, creativity -- a word that seems to be banned from newsrooms in this town these days. Let KOIN be the station to try.
Specifically:
* Completely re-brand and re-launch the station. And I mean COMPLETELY. Sadly, as much history as there is with the KOIN name, it's time to let history be history. The KOIN name is tarnished. It's time for it to be retired. I'm not suggesting that the call letters be changed, but I do think it's time to stop using them promotionally. An idea for the new station: "CBS 6 Portland", with newscasts branded as "CBS 6 News".
* With the KOIN branding retirement, many among the current staff should be replaced. There should be fresh faces & new talent brought in (from OUTSIDE the market) to anchor the newscasts. The anchors don't need to be local; they just need to be personable, attractive and talented. No superstars with super-high paychecks; just a strong ensemble of new, credible and competent people who get paid relatively well.
* Change the afternoon line-up to take better advantage of Dr. Phil's high ratings:
3:00-4:00pm -- ELLEN (currently Dr. Phil)
4:00-4:30pm -- EXTRA (currently Ellen)
4:30-5:00pm -- LOCAL NEWS (currently Ellen)
5:00-6:00pm -- DR. PHIL (currently Local News)
6:00-6:30pm -- LOCAL NEWS (no change)
6:30-7:00pm -- CBS EVENING NEWS (no change)
7:00-7:30pm -- LOCAL NEWS (currently ET)
7:30-8:00pm -- ET (currently Extra)
With this new line-up, the new station's newscasts would be at 4:30pm and 6:00pm (with Dr. Phil sandwiched between), and a third newscast would air at 7:00pm after the CBS Evening News. There's no net gain or loss in evening news time -- it's just shuffled around. The 4:30pm newscast wouldn't be highly watched, but the 6:00pm and 7:00pm shows would do very well given their strong lead-ins. And there would be a substantial number of viewers who would watch Oprah at 4pm on KGW and then Dr. Phil at 5pm on KOIN -- and their switching would hurt KGW's 5pm newscast ratings.