That Didn't Take Long

Just 3 weeks after WCVB (Boston) launched their hour long,"The Ten O'Clock News on MeTV Boston," the station has decided to cut the hour-long newscast down to 30 minutes.

Well, it's not like they didn't give it chance, right?

In the past three weeks, the newscast has averaged a 0.2 rating in adults 25-54 performing just under the stations expectations. In comparison, during the February sweeps rating period, WFXT earned a 1.9; WLVI (WHDH) a 0.9; and WSBK (WBZ) a 0.5. The 10pm newscasts on WFXT, WLVI and WSBK all broadcast on their primary digital channels

“We are committed to making ‘The 10 O’Clock News on MeTV Boston’ the success we know it can be, and we’re fortunate to be able to make immediate assessments and strategic adjustments to ensure that,” said WCVB President and General Manager Bill Fine to New England One.  

“Because the channel positions of the traditional 10PM newscasts are easier to find than the channel positions of our second station MeTV Boston, it is not a level playing field.  So we’ll make an even more robust attempt to identify the channel positions for MeTV, and we will differentiate our 10PM news by providing all of the news of the day in half the time" Fine said.

H/T New England One