DAILY NEWS TV EDITOR
Tuesday, August 25th 2009, 4:00 AM
If a new promo for "LX New York" is any indication, WNBC/Ch.4's 5 p.m. time period will have a whole new feel come Sept. 14.
The tease, while giving no details about the content of "LX New York," is clearly telling viewers that what's ahead won't remotely resemble their father's newscast.
The show, less than a month away, may be the most closely watched launch in New York in a long time because it's a major directional change that could affect every other newsroom in town. The launch of "LX New York" is the first time one of the majors has fully turned over the time to an organization outside of the news wing.
No doubt, there should be some lament at the loss of news, anytime it happens. And rival journalists worry that if Ch. 4's shift works, their bosses will think dropping news is okay, too.
The idea behind "LX New York" is that it is not news, and offers an alternative to audiences not interested in news at 5 p.m.
More important to the equation, however, is that since "LX New York" is not a news product, but entertainment, the producers are able to build tie-ins with advertisers. Word is the show is drawing in new advertisers to the time period.
By working in product placements, the measure of success changes for "LX New York" because it's possible to make money, even if the ratings aren't spectacular.
Read more: http://www.nydailynews.com/entertainment/tv/2009/08/25/2009-08-25_wnbc_moves_away_from_news_at_5_pm_with_lx_new_york.html?print=1&page=all#ixzz0QbvqjqG3
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