WICU News: It’s Back To The Future! (A Review)

Not long ago, EMGR wrote about WJET Action News and its philosophy of the first 7 minutes focused on stories as a way they attempt to command and attract an audience. That philosophy was and is the hallmark of WJET since its beginnings in Radio but it was taken to a more refined approach by Eric Johnson and its current master, Lou Baxter.

WICU has similarly looked back into its own history to find a formula they feel works for them. As many of the comments on EMGR have noted, WICU had some of the greatest anchors and newscasters in Erie broadcast history. But WJET-TV’s 1980’s challenge and WICU’s panic reaction set it into the never- never land of fumbled opportunities. That is until the addition of news director Phil Hayes who is reshaping it back to its former roots.

In the opinion of this reviewer, WICU’s view of the news is very different from WJET’s. WICU’s coverage and order of the news seems to stem from a conscious decision as to what may affect the average viewer the most. Sometimes these are complex issues of local government which are not exactly as exciting as a crash or a fire. So the channel 12 news digest may not be as emotionally active as its competitors, but usually more detailed in its reporting.

The news team has been selected, for the most part, to appeal to the more involved viewer of the news. The staff is mature and seems to go out of their way to dig behind the standard news of the day..

Kevin MacDowell and Amanda post are co-anchors, but it is obvious that MacDowell is clearly the lead anchor. In the follow-up to a reporter’s story, he takes the roll of the viewer in asking the tougher and sometimes more revealing questions. Other competitors do this to some extent, but not to the intensity that MacDowell gives it.

In story count, WICU does not cover as many as WJET Action News, but those they do are covered with usually greater detail.

I already wrote about “Behind the Kitchen Door” so I won’t repeat myself except to say that Hayes does seem to seek news vehicles like it that attempt to separate and distinguish itself from the competition. That is what you have to do if you are to be successful. The ratings seem to support his judgment.

Much has been said on EMGR about MacDowell’s body language as being provocative and overdone. I still challenge that view. MacDowell is a seasoned anchor and knows that an anchor has to convey a sense of command. In my opinion, he uses his body language to help with that authority. Some may view that as arrogance.

The supporting cast at WICU News is mostly veterans. The Lisa Adams and the Paul Wagner’s are real old timers at the station and lend a sense of continuity with past glories. (I still wish Paul was used more effectively for his long time knowledge of the Erie political scene.) He and Lisa both bring a calmness and steadiness to the news they report. They don’t attempt to sensationalize or try to hog the camera.

Scott and Bo each bring a different view. They are a definite contrast of styles, looks and sound. The days of the NBC perfect voices are gone and have been replaced in today’s broadcasting with men and women who should be chosen for their news gathering knowledge rather than their looks and baritone voices. (There maybe some legitimate debate about the selection criteria of broadcast women.)

This is only a review of the main news areas and not the sports and weather. Those come later.

Overall, I hope that any possible move to VJ by WICU News enhances the experience for the viewer and not diminish the gains that Hayes and company have made.

Putting the well reported technical glitches aside, the local news scene has become competitive again.

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