LLOYDMINSTER, Alta./Sask. – It’s rare enough in Canada these days to find two stations, owned by the same company, broadcasting in the same small market. But imagine a twin stick in a city that straddles two provinces. Imagine one that is launching a new brand and programming to be carried by both stations.
Newcap Broadcasting, owned by Newfoundland Capital Corporation, is most notably one of Canada’s largest radio broadcasting groups. It acquired its first television assets in January 2005 after it purchased twin stick CKSA/CITL in Lloydminster, Alberta (Saskatchewan, too) from Midwest Broadcasting for $12.4 million. Newcap’s investment in the area remains under the umbrella name of Midwest Broadcasting.
Lloydminster is about 250 kms east of Edmonton and 280 kms northwest of Saskatoon. The station had a party last week to celebrate its re-branding (see pictures below).
This month, the company launched a new brand of local programming in Lloydminster. Airing on CKSA TV (the CBC affiliate) and CITL (the CTV affiliate), Newcap TV is trying to set itself apart in its unique market place, and in the digital multichannel universe.
Previously, local content was only carried on both stations under the CKSA brand.
“We got the keys February 1, 2005,” says general manager of Midwest Broadcasting, Mike Keller, who has been working diligently on changes since that day. Enhancements have not only come in the form of a new, slick, on-air image of the Newcap TV brand, but behind the scenes as well. Over all, a million dollars has been invested in technology, training and staff.
“We’ve moved from a BETA system” to a digital environment, says Keller. “We’ve re-trained staff, and made a sizable investment in our commercial-side” production capabilities.
On air, they’ve gone 24/7. Where previously there was no local weekend news, Newcap TV is now working seven days a week with daily six o’clock and late-night news programs. It has also launched a new web site (www.newcapTV.com) that details programming and advises of local events; Newcap Radio and Newcap Outdoor Television.
How the news is delivered has also been altered. Newcap TV has quickened the pace of reporting. “We’ve shortened stories,” explains Keller. “Where previously we were covering six stories, now we will take on 10.”
Newcap TV’s market, which includes over “100,000 people in a 100 mile radius of Lloydminster,” says Keller, is the much sought after adult 25-54 demographic. The market includes the communities of Fort McMurray, Wainwright, Cold Lake and Vegreville. Newcap TV has even positioned a news reporter in Fort McMurray to cover industry-related stories. Fort McMurray is the population centre for the Athabasca Oil Sands, the largest petroleum reserve in the world.
With the main industry in the area being oil-related, the audience is young and financially strong.
As for advertising, “we have strong local, retail support,” says Keller. The majority of commercial business is supported by the thriving Alberta oil-related economy, but that does not mean that Saskachewan’s issues are forgotten.
“It makes for great news stories,” say Keller of the provincial divide within Lloydminster. Getting across some of the differences, he says, noting government and industry, is interesting to watch.
Newcap TV is also available on Star Choice and Bell ExpressVu
Within the Lloydminster facility, Midwest Broadcasting also has two radio stations: CILR (tourism information) and CKSA (Country’s best mix). There is approximately 75 staff, with the majority devoted to television.
Tara Blasco Raj is www.cartt.ca’s Western Editor.
From left: Newcap EVP Mark Maheu, Lloydminster mayor Ken Baker and station GM Mike Keller cut the ribbon on the revamped station last week.
Kevin Jesus (late night sports) and Linda Wilcox (news anchor)
Photos courtesy Newcap TV
