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WISH-Channel 8 has been leading this television news market for several years, but by small margins. The latest ratings returns from A.C. Nielsen Co. and Arbitron Ratings Co., however, show that WISH recently pulled away from the two other networks.
News programming ratings for WRTV improved only slightly -- despite dramatic changes put in place during September -- while WTHR-Channel 13 ratings dropped.
WISH came out on top at each of three crucial points of comparison used to rate news -- at noon, 6 p.m. and 11 p.m. News programs are important indicators of a network affiliate's strength because they bring in the largest percentage of commercial revenue.
To combat slipping ratings, WRTV in September moved veteran anchor Howard Caldwell off the late news and into the noon and newly created 5 p.m. slot. with new anchor Barbara Lewis. Meanwhile, Boston's Diane Willis moved to Indianapolis and teamed up with Clyde Lee to anchor the 6 p.m. and 11 p.m. newscasts, (as IBJ predicted in early August 1987). In addition, Shane Hollett became WRTV's new noon weatherman, and "Dialing for Dollars" was inserted in the lunchtime slot.
But even Howard Caldwell couldn't help WRTV's noon ratings....