KITV will
broadcast prime
time ‘on time’

ABC-affiliate KITV4 will broadcast
weekday prime time programs
on time rather than a
few minutes late

By Tim Ryan
Star-Bulletin

Prime time television shows on one Honolulu network affiliate will go to "clock time" next year. ABC-affiliate KITV4 on Jan. 4 will broadcast weekday prime time programs on time rather than a few minutes late.

"We're going to be like every other station in America -- except for Alaska -- and will start programs on time in prime time," said Mike Rosenberg, KITV4 general manager. "We'll eliminate the tradition in Hawaii to add extra (commercial) spots in prime time."

The four Hawaii network affiliates have started between one and 9 minutes after the hour, including local news. The late starts have angered VCR users who often miss the last part of programs because they started late.

The right-time programming will cost KITV seven minutes a night -- 35 a week -- or about $7,000 in advertising revenues. But Hearst-Argyle, which owns KITV, is willing to take the chance that the station will be able to make up for the loss by possibly raising advertising rates, Rosenberg said.

"Selling television time is based on supply and demand and it's our hope that with supply being limited and demand being strong, we can raise our rates to make up for the lost inventory," he said.

Rosenberg has wanted to go to "clock time" for years, including during his tenure as KHON-2's general manager.

"We live in a universe far greater than just the four network television stations in Hawaii," he said. "All the cable channels start on time. What we did in Hawaii just couldn't go on forever."

Most complaints to the station about the late starts came from new arrivals or people who used VCR Plus, Rosenberg said.

A news research survey undertaken by KITV earlier this year found that about 55 percent of those polled would be "likely" or "more likely" to watch a newscast if it started on time at 10 p.m.

The Jan. 4 date was chosen to give advertisers as much notice as possible, Rosenberg said.

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