You will be redirected back to your article in seconds

KCRA dumps early prime

With NBC threatening to end its 40-year relationship with Sacramento affiliate KCRA-TV, the Kelly Broadcasting-owned station Wednesday announced that it will return to an 8-11 p.m. primetime schedule Sept. 13.

The move ends a two-year experiment that made KCRA the first West Coast network affil to switch to a 7-10 p.m. primetime rotation.

Fellow Northern California NBC affil KRON-TV in San Francisco announced last week that it would also end its early primetime experiment in September, leaving Bay Area CBS affil KPIX-TV as the only West Coast broadcaster to stick with it (Daily Variety, Aug. 5).

KCRA, which intends to go to an hour reality block in access this fall with off-net episodes of MTM’s “Rescue 911” and Twentieth TV’s “Cops,” took the action despite market research findings from Frank Magid Associates showing 63% of respondents thought a 10 p.m. newscast was a good idea.

“We really didn’t have a lot of choice,” KCRA general manager John Serrao said late Wednesday afternoon after a week of meetings and negotiations. “NBC could have been parting company if we didn’t make a deal. Our relationship was going right down the tube.”

Although KCRA has finished first in primetime starting at 7 p.m., the third-place network waged a full-court press to convince the station to return to an 8-11 p.m. lineup, insisting the key selling demos weren’t quite good enough.

Despite NBC’s pressure tactics, Serrao said, “They’re not the enemy. Everyone has to do what they have to do. We still believe that there is room for a 10 p.m. newscast in the future … (but) we want to live to fight another day.”

In the meantime, KCRA is exploring the possibility of launching a 10 p.m. newscast on cable, according to Serrao.

KCRA averaged a 10-12 rating with its 10 p.m. news — the highest-rated nighttime news on the West Coast — but it still performed better when the news aired at 11 p.m. The affil averaged an 11-13 rating in the later hour.

More TV

  • 'The Chew' Fires Mario Batali Amid

    Mario Batali Officially Fired From 'The Chew' Amid Sexual Harassment Scandal

    With NBC threatening to end its 40-year relationship with Sacramento affiliate KCRA-TV, the Kelly Broadcasting-owned station Wednesday announced that it will return to an 8-11 p.m. primetime schedule Sept. 13. The move ends a two-year experiment that made KCRA the first West Coast network affil to switch to a 7-10 p.m. primetime rotation. Fellow Northern […]

  • Matt Lauer Today Show interview

    Matt Lauer Accuser's Attorney Says NBC Has Failed His Client During 'Today' Interview

    With NBC threatening to end its 40-year relationship with Sacramento affiliate KCRA-TV, the Kelly Broadcasting-owned station Wednesday announced that it will return to an 8-11 p.m. primetime schedule Sept. 13. The move ends a two-year experiment that made KCRA the first West Coast network affil to switch to a 7-10 p.m. primetime rotation. Fellow Northern […]

  • Roseanne

    'Roseanne' Revival Sets March Premiere Date at ABC

    With NBC threatening to end its 40-year relationship with Sacramento affiliate KCRA-TV, the Kelly Broadcasting-owned station Wednesday announced that it will return to an 8-11 p.m. primetime schedule Sept. 13. The move ends a two-year experiment that made KCRA the first West Coast network affil to switch to a 7-10 p.m. primetime rotation. Fellow Northern […]

  • Canneseries to Open With 'The Truth

    First Canneseries to Open With 'The Truth About the Harry Quebert Affair'

    With NBC threatening to end its 40-year relationship with Sacramento affiliate KCRA-TV, the Kelly Broadcasting-owned station Wednesday announced that it will return to an 8-11 p.m. primetime schedule Sept. 13. The move ends a two-year experiment that made KCRA the first West Coast network affil to switch to a 7-10 p.m. primetime rotation. Fellow Northern […]

  • Wowow Acquires ‘The Good Doctor’ for

    Wowow Acquires ‘The Good Doctor’ for Japan

    With NBC threatening to end its 40-year relationship with Sacramento affiliate KCRA-TV, the Kelly Broadcasting-owned station Wednesday announced that it will return to an 8-11 p.m. primetime schedule Sept. 13. The move ends a two-year experiment that made KCRA the first West Coast network affil to switch to a 7-10 p.m. primetime rotation. Fellow Northern […]

  • IT Crowd

    NBC Developing 'IT Crowd' Remake With Original Series Creator Graham Linehan (EXCLUSIVE)

    With NBC threatening to end its 40-year relationship with Sacramento affiliate KCRA-TV, the Kelly Broadcasting-owned station Wednesday announced that it will return to an 8-11 p.m. primetime schedule Sept. 13. The move ends a two-year experiment that made KCRA the first West Coast network affil to switch to a 7-10 p.m. primetime rotation. Fellow Northern […]

  • Hasan Minhaj

    TV News Roundup: Hasan Minhaj Joins NBC's 'Champions' in Guest Role (EXCLUSIVE)

    With NBC threatening to end its 40-year relationship with Sacramento affiliate KCRA-TV, the Kelly Broadcasting-owned station Wednesday announced that it will return to an 8-11 p.m. primetime schedule Sept. 13. The move ends a two-year experiment that made KCRA the first West Coast network affil to switch to a 7-10 p.m. primetime rotation. Fellow Northern […]

More From Our Brands

Access exclusive content