Home Back Issues August 2011 Medford's unique TV market reaches a critical crossroad

Medford's unique TV market reaches a critical crossroad

| Print |  Email
Articles - August 2011
Wednesday, July 20, 2011
Article Index
Medford's unique TV market reaches a critical crossroad
Page 2
Page 3
Page 4
Page 5
Page 6
Medford's Broadcasting History
Behind the TV screens

 

0811_MedfordTV_02
Above: Although she once vowed that she would never follow her father into broadcasting, Patsy Smullin eventually became her father’s successor as owner-operator of KOBI. To this day she takes phone calls at home from viewers.
Below: Technology is key in staying ahead for KOBI, the flagship station of the sprawling and diversified California Oregon Broadcasting Inc. 
// Photos by Jamie Lusch
0811_MedfordTV_03

By Dan Cook

Patsy Smullin, the owner of Medford-based California Oregon Broadcasting Inc. (COBI), was awakened from slumber by the jangling of her home phone one night in April. Groggily reaching for the offending device, she noticed it was 4 a.m. Still, she answered.

“There’s a fellow on the line who wants to know what the laws are for burning wood,” she recalled. “I said, ‘Do you know what time it is?’ He said, ‘Yes, I just got off work. And your station [KOBI] says we can call any time with a question.’ He had me there. I told him I’d look up the answer and get back to him when I got to the station.”

Smullin’s customer service commitment is somewhat extreme; she has after-hours calls forwarded to her home phone. But it is nonetheless emblematic of the close connections that exist between Medford’s three main network affiliates and the viewers they serve.

Medford is an unlikely hub of broadcast activity. Isolated among mountains just north of the California border, it is far from any of the markets normally associated with media activity. Its rich broadcast history is essentially the product of William Smullin’s restless need to push the broadcast envelope in the earliest days of television. Smullin, Patsy’s father, actually launched his media empire in Eureka, Calif., with a radio station. When he expanded into VHF television broadcasting in 1953, it presaged the move of the base of his operations to Medford.

Today, the dynamic little media market that Smullin jump-started more than 50 years ago finds itself at a critical crossroads. Battered by the recession, the local television stations have been forced to reduce staff and make other concessions to remain viable. One major station — CBS affiliate KTVL — may be up for sale soon. Its Orange County, Calif.-based owner, Freedom Communications, recently emerged from Chapter 11 reorganization and is accepting bids for all of its properties.

The word “consolidation” is on the lips of many who follow the market. Were that to happen in any substantive way, a very special small American television market could be irreparably changed.

 



 

Comments   

 
Mike Gantenbein
-1 #1 Crossroads?Mike Gantenbein 2011-07-27 13:50:21
Great overview of the TV market in Medford - but I'm not sure that the market has arrived at some sort of "crossroads". It is in flux and will continue to be as the internet continues to offer new avenues for content developers (e.g. networks) to distribute their products. However, flux is normal in this market - there were only two TV stations in the market when I first moved here.
Quote | Report to administrator
 
 
Mike Nelson
+1 #2 The News Czar Wears New ClothesMike Nelson 2011-08-01 10:03:34
Little Hatfield is mistaken if he thinks his current staff and limited knowledge of emerging technology is going to keep KDRV on top. Oprah is gone, Jeopardy will not last, and Mr. Hat will soon find himself "number two" when tech-savvy KTVL and KOBI merge.
Quote | Report to administrator
 
 
Guest
0 #3 adminGuest 2013-03-20 03:06:37
This is the direction of Television now..
Quote | Report to administrator
 

More Articles

Interview: Dr. Mark Goulston

Contributed Blogs
Thursday, July 10, 2014
JustListenBY TOM COX | OB BLOGGER

Tom Cox interviews Dr. Mark Goulston, author of Just Listen, Discover the Secret to Getting Through to Absolutely Anyone.


Read more...

Oregon Business wins awards

News
Monday, June 30, 2014

ASBPEOregon Business magazine won two silver awards for excellence in writing in the National American Society of Business Publication Editors Western region competition.


Read more...

Attack of the Robin Sages

Contributed Blogs
Monday, July 07, 2014
070714 thumb linkedinfakesBY TOM COX | OB BLOGGER

Named after the 2010 experiment by Thomas Ryan, "Robin Sages" are fake social media profiles designed to encourage linking and divulging valuable information.


Read more...

OB Video: Oregon MESA

News
Thursday, June 26, 2014

ThumbOregon Business hosts an informal roundtable discussion about the Oregon MESA (Mathematics, Engineering, Science Achievement) program.


Read more...

OB Video: Dress for Success

News
Wednesday, July 02, 2014
DFSOBY JESSICA RIDGWAY | OB WEB EDITOR

Dress for Success Oregon promotes the economic independence of disadvantaged women by providing professional attire, a network of support and career development tools.


Read more...

Podcast: Interview with Steve Balzac

Contributed Blogs
Tuesday, August 19, 2014

082014BalzacBY TOM COX | OB BLOGGER

Tom Cox interviews Steve Balzac, author of "Organizational Psychology for Managers."


Read more...

Q&A: David Lively of Organically Grown Co.

News
Tuesday, July 01, 2014
OGCLogoBY HANNAH WALLACE | OB BLOGGER

Demand for organic food continues to soar: Last year, sales of organic food rose to $32.3 billion — up 10% from 2012. In Oregon, organic produce wholesaler Organically Grown Co. has been championing organic growing methods for four decades.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS