09-25-2008/Update RATINGS DROP FORCES CHANGES In an effort to stop the bleeding with its morning show, WDAF-TV FOX 4 has been forced to make a series of staff changes that will go into effect Monday, October 6. The morning TV slot has grown in importance for advertisers and is now second only to the 10 p.m. news slot. The FOX4 "Morning Show" had been a ratings leader for several ratings books. However, with increased ratings of the morning shows at KCTV5 and KMBC-TV, things have changed dramatically. The changes at FOX4 will include having Mark Alford and Loren Halifax now anchor all four hours of the morning show, with Paul Herdtner and Laura Thornquist moving to all of the weekend shows. Dave Froehlich and Stephanie Hockridge will now team up to anchor the noon show. Rob Low and Heather Claybrook will go back to full-time reporting. In the latest ratings book, KCTV's 5 a.m. "More in the Morning" featuring Dana Wright finished second to Fox 4 with with KMBC's "First News" featuring Kris Ketz finishing a close third. KSHB was a distant fourth. At 6 a.m. FOX4 won the time period, but was followed closely by KMBC. KCTV was third in the hour. While FOX4 won the 6 a.m. time slot, its ratings were down fully 5 share points from a year ago. Conversely, both KMBC and KCTV are up from 2007.
Mark Alford
Loren Halifax
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