But a study published earlier this year - the most exhaustive ever conducted of local television news - suggests that the industry has severely underestimated its audience. In an unprecedented survey, a team of researchers under the auspices of the Project for Excellence in Journalism studied the minute-by-minute Nielsen ratings for newscasts from 154 local television stations over five years, more than 33,000 news stories in all.
What they found is that quality sells. The sensationalism of late-1990s WHDH, the study suggests, does bring good ratings. But well-done, substantive TV news proves just as popular - and often earns even better ratings.
A detailed study of ratings shows that high quality news actually edges sensationalism out for ratings. The article does sensibly point out that quality costs and is more difficult. But I think the result is interesting in itself.
Jay