Florida News Center

(from OrlandoSentinel.com) - WKMG-Channel 6 anchor Lauren Rowe defends that wacky “Next 6 Nights” spot that promoted her station’s 11 p.m. news. The CBS affiliate ran the promo frequently during the Super Bowl. “I’m acting,” Rowe said. “The moment I read it I started giggling. It’s very much the way I am. It was almost a parody of myself. It was part of the shtick.” Of course, some people think it’s all wrong for journalists to act. What does she say to that criticism? “It’s the Super Bowl. The commercials in the Super Bowl are a show in themselves,” she said. “They’re supposed to be a little over the top. Even Tim Tebow’s commercial had a funny side to it. What we were trying to do was get people’s attention with an over-the-top, humorous commercial.”….Cont….

(from OrlandoSentinel.com) - How has the “Next 6 Nights” promotional campaign done for WKMG-Channel 6? “It’s a gigantic success,” WKMG General Manager Skip Valet said today. Anchor Lauren Rowe unveiled the promotional strategy during the Super Bowl. It was an interesting spot, with Rowe pretending to go off script during a scripted spot. That approach could start a debate: Is it right for a journalist to act? But WKMG is happy with the results. Rowe asked for e-mails from readers. She has received 700 and answered 300, Valet said. The station asked for reader suggestions. “They really like that we’ve asked them to join our conversation,” Valet said. “It’s an opportunity to discuss our news coverage.” Valet said the ratings payoff has been “terrific” and described WKMG as neck and neck with WFTV-Channel 9 at 11 o’clock in the 25-to-54 age group….Cont….

(from OrlandoSentinel.com) - Is a newscast the right place for a station to brag about its ratings? Maybe not, but that’s what WKMG-Channel 6 did last night in unveiling its “Next 6 Nights” promotional campaign. Anchor Lauren Rowe provided more detail about the promos that aired during the Super Bowl. She told viewers: “We invite you to watch our newscast over the next six nights. We know not everyone watches news all  of the time. If you have not watched us in a while, we think we’re worth a second look. In fact, you may not know it: Local 6 news at 11 is the most-watched news in Central Florida.” And, yes, WKMG did have the most-watched news at 11 p.m., according to the January ratings released last week. The CBS lineup is a big help to any affiliate at 11, and WKMG wanted to catch the attention of the Super Bowl audience.

Did that strategy work? Rowe invited viewers to write her with their observations about the newscast at lauren@local6.com. And she said last night that she had received about 150 e-mails so far.

(from OrlandoSentinel.com) – WKMG’s committed to a new strategy to pull out of a difficult period in a tough economy. Orlando?s CBS affiliate is banking on promoting a rearranged team ? especially its personalities. General Manager Skip Valet said a shift in anchorwomen, which started last month as an experiment, already has paid off. ?We?re moving out of the test phase,? Valet said. ?We?re getting very good results. I think the broadcasts are certainly improving. The ratings are definitely improving. We?re going to continue the course.? Lauren Rowe (pictured) will remain at 11 p.m. while Laura Diaz takes her slot in early morning. Jacqueline London continues at 6 p.m. In August, the station?s news shows ran third ? behind WFTV-Channel 9 and WESH-Channel 2 ? at 6 a.m., 6 and 11 p.m. in the 25-to-54 age group that?s most important to advertisers. But WKMG trumpets improvement in that age group, especially women…..Cont……

(OrlandoSentinel.com) – Changes in the work schedule have surprised the staff at WKMG-Channel 6. Lauren Rowe (right #1), who has helped the station stay competitive in the morning, is shifting to 11 p.m. Jacqueline London (right #2), who has had the 11 p.m. role, remains the anchor on the hourlong 6 p.m. newscast. Laura Diaz (right #3) is working the morning shift opposite Erick Weber….Cont….