SWOT ANALYSIS WXII

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The document outlines a SWOT analysis for WXIITV station. It identifies several strengths including good prime time programming, knowledge of the local community, and reputation for weather coverage. Weaknesses include poor long-term planning, lack of visibility goals, and poor staff morale. Opportunities exist to expand coverage, upgrade equipment, and partner with local organizations. Threats include ignoring growth areas and not partnering with other industries.

SWOT ANALYSIS/WK3 WXIITV STEPHEN DAVIS
STRENGTH (Internal/Current)
 Good prime time programming from NBC-allows for goodlead-ins for
newscasts andcoverage
 Good locationof stationin Winston-Salem-closetoother citiesfor
coverage,
 In-depthreporting of news-staff has knowledge of community and issues
 Good ratings-sometimes competitive inbooks and coming in 2nd
place in
May book shows potential of station
 Strong reputationfor weather coverage-couldbe asource for viewers as
NorthCarolinahas severe weather/hurricanes-viewerswill expect
coverage
 Owns GuilfordCounty coverage-spending time andeffort building
strengthinGuilfordmeans they can now focus on other county

WEAKNESS (Internal/Current)
 Poor long-term planning by management
 Shortsighted in community growth patterns
 Cut off viewers by closing news bureaus
 New GM has vague plan to recover
 No visible goal to become #1
 Time framefor improvements too short(5 years)
 No plans to build on weather coveragestrength
 No consumer identity-station doesn’tknow their viewer
 Poor equipment
 Poor staff morale
 Competition establish partnerships with local newspaper
 Owners/station mgrs noton samepage
 Station mgt not having foresight/aggressiveapproach with coverage
 Staff doesn’t believe in vagueplan-staff feels threatened
 No creativity beyond blanket of ForsytheCounty coverage
 No “beat” systembeyond weather- no organization of coverage

THREAT (External/Future)
 Ignoring growth area of residents
 Not establishing newspaper partnerships
 Obstacles to growth with other industries (Medical, Biotech, Legislature)
 Owners possibly notwilling to buy into growth method
 Advertisers mightneed time to see improvement

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SWOT ANALYSIS WXII

1. SWOT ANALYSIS/WK3 WXIITV STEPHEN DAVIS STRENGTH (Internal/Current)  Good prime time programming from NBC-allows for goodlead-ins for newscasts andcoverage  Good locationof stationin Winston-Salem-closetoother citiesfor coverage,  In-depthreporting of news-staff has knowledge of community and issues  Good ratings-sometimes competitive inbooks and coming in 2nd place in May book shows potential of station  Strong reputationfor weather coverage-couldbe asource for viewers as NorthCarolinahas severe weather/hurricanes-viewerswill expect coverage  Owns GuilfordCounty coverage-spending time andeffort building strengthinGuilfordmeans they can now focus on other county

2. WEAKNESS (Internal/Current)  Poor long-term planning by management  Shortsighted in community growth patterns  Cut off viewers by closing news bureaus  New GM has vague plan to recover  No visible goal to become #1  Time framefor improvements too short(5 years)  No plans to build on weather coveragestrength  No consumer identity-station doesn’tknow their viewer  Poor equipment  Poor staff morale  Competition establish partnerships with local newspaper  Owners/station mgrs noton samepage  Station mgt not having foresight/aggressiveapproach with coverage  Staff doesn’t believe in vagueplan-staff feels threatened  No creativity beyond blanket of ForsytheCounty coverage  No “beat” systembeyond weather- no organization of coverage

3. OPPORTUNITY (External/Future)  Expand coverage togrowth counties  Upgrade news equipment  EstablishpartnershipswithGreensboronewspaper  Establishbureaus inGuilfordCounty  Reorganize andplan for #1 ratings inshort time period/2 years  Own stories/coverageinboth counties  Own weather coverage fromForsythe County toGuilfordCounty  Own sports inboth counties-going after younger viewers  Create newcontent withmedical center-possibly abureaufacility  Continue tofoster community relationships showcasing diversity with staff, management, outside sources, etc.  EstablishpartnershipwithWake Forest totie inwithmedical coverage and biotechinnovative research  Embrace “Southern” mentality to bring it forward- heritagecoverage, festivals, socialevents  Political coveragefor the state- state legislature bureau to cover what matters with consumers  Use strong personalities fromon-air staff to establish community relationships-develop series or special event coverage  Regionalize strength of other stations-luring viewers by offering segments they can’t get on other channels (aggressivecoverageof issues, making the mundane stories “must-see” and establish a front-lead on issues affecting citizens)  Lose the small mentality logo of “Coverageof Piedmont”- enhance it with “Coveragewhere weall live” or something that ties the region together- and follow through with the motto so viewers belief what you sharewith them

4. THREAT (External/Future)  Ignoring growth area of residents  Not establishing newspaper partnerships  Obstacles to growth with other industries (Medical, Biotech, Legislature)  Owners possibly notwilling to buy into growth method  Advertisers mightneed time to see improvement

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SWOT ANALYSIS WXII

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