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The Honolulu Advertiser

Posted on: Tuesday, June 14, 2005

KGMB narrows KHON's lead

By Wayne Harada
Advertiser Entertainment Writer

Move over, Joe Moore and Co.; Kim Gennaula and friends are making their way into more viewers' living rooms.

THE MAY SWEEPS

The latest Nielsen TV ratings show KHON still leading local newscasts in all time slots. Numbers represent the percentage of Hawai'i TV sets tuned to a station at a particular time. One rating point equals 3,827 households. The rating period was April 28 through May 25.

5 p.m.
6 p.m.
10 p.m.
KHON
8
16
11
KGMB
6
7
10
KITV
6
6
5
KHNL
3
5
6

Source: Nielsen Media Research

The latest Nielsen TV ratings show Moore and Fox affiliate KHON-2 still on top of all local newscasts during the May sweeps, with an 11 rating —translating to 11 percent of all TV sets turned on during the important 10 p.m. slot.

The ratings also show, however, that Gennaula and CBS affiliate KGMB-9 have narrowed the gap in the 10 p.m. slot. KGMB gained a point, moving up to a 10 rating, while sister station and longtime news leader KHON-2 dropped four points, down from a 15 rating last May.

"We have had double digits before, and it's very exciting and validates the hard work we're doing," Gennaula said. KHON and KGMB are both owned by Indianapolis-based Emmis Communication Corp.

Rick Blangiardi, senior vice president and general manager of KHON and KGMB, put a positive spin on the news, despite KHON's slipping ratings. "Emmis' goal was to have a No. 1 and 2 in the marketplace," he said. "With respect to KGMB, we're pleased with the results. We've been working hard to develop KGMB into a clear No. 2 organization. With respect to KHON, there is no question the gap has narrowed somewhat. But we don't define ourselves with what happens in the Nielsens; we've had a solid month of stories and reporting (at KHON)."

With Emmis as owner, the news shops at both KHON and KGMB have been sharing production resources while maintaining a competitive news spirit on camera.

Gennaula said KGMB has remained "completely separate, never crossing the line in news." On occasions, she said, sports footage may have been shared, but the stations' news staffs have maintained their independent voices in reporting the news.

KGMB's audience research has helped shape its news coverage — and may have helped bring more viewership at night. "We have a much higher story count, we've changed our pacing; we've done more audience research, phoning people by the thousands, to structure our newscasts," Gennaula said.

Gennaula credits behind-the-scenes team effort. KGMB news has a new executive producer-director in Mike Wier, who is from KRON-TV in San Francisco, and its news director is Tauna Lang, in her second year here.

In other ratings news:

• KHON still dominates morning news (6 to 7 a.m.), with an 8 rating, with KITV and KHNL posting 2 ratings. KGMB does not do an early-morning news show.

• Tuesday's "American Idol" (Fox) was the prime-time program leader, with a 35 rating, followed by Wednesday's "Idol" (30 rating), CBS' "CSI" (19 rating), ABC's "Lost" (17 rating) and ABC's "Desperate Housewives" (15 rating).

Reach Wayne Harada at wharada@honoluluadvertiser.com, 525-8067 or fax 525-8055.