It is also the most trusted, and yet, most critics and even many people in local television itself feel that it may be the worst form of journalism in America. Tom Rosenstiel heads the Project for Excellence in Journalism, which is funded by the Pew Charitable Trusts. The Project compiled another study earlier this year that rated 61 local news stations nationwide on the quality of their newscasts. The survey produced a surprising result. Rosenstiel conceded that local stations still can make money by emphasizing the seamy side of life, but that is not the only way news departments can be successful.
Trash does sell and so does quality.
But what it suggests is that if somebody wants to invest in quality, they can do so. And if you invest in more quality, that will help you even more down that road. Setting a high standard for local news. KAKE, an independently-owned ABC affiliate in Wichita, Kansas, was cited in Rosensteil's study as one example of a local station that is doing well by doing good journalism. Long mired in third place in its competitive, statewide market, KAKE has moved up to second in the ratings by downplaying crime coverage in favor of more substantive fare.