Capital Improvements

摘要

KCRA has long been the big dog in Sacramento, but the CBS-owned KOVR appears poised to stop that. With new news sets, overhauled sales operations and a revamped approach to programming on both KOVR and sister CW station KMAX, the CBS duopoly is on top of its game.rn"KCRA still outbills us, but if you look at how the duopoly performs, we substantially outbill them," says KOVR/KMAX President/General Manager Bruno Cohen.rnTo be sure, it's KCRA's title to lose. Owned by Hearst-Argyle, which also owns the market's MyNetworkTV outlet KQCA, KCRA won total day ratings in the May book, while also grabbing morning, evening and late news (the NBC outlet took the latter with a 6.4/15 household rating, just ahead of KOVR's 6.2/11). Cohen concedes his rival is a smooth operator with a solid parent, but station managers say the crown is up for grabs.