When we move into the new building, we should be able to do either or both a live 9 a.m. and 4 p.m. show.

The "Chit Chat" issue is a challenge. Research shows "no chit chat" to be an unimportant promotional element, and that the market is divided on its benefit. While the station favors continuing the philosophy, we wonder if we have been branded "No Chit Chat" forever, and need to move aggressively to adopt a marketing line that the market will accept and feel has value to it.

What it means: In two years we have become a serious new player in this market. At 10 p.m. we are on the verge of being a solid No. 2. Eliminating our weaknesses, concentrating on our strengths, and hoping for a break in NBCs stranglehold on primetime, leaves us with a clear shot at winning the late news. Our 5 and 6 p.m. shows could benefit from this, and propel us into a position to challenge for the lead in those time periods. Our noon show is growing, and this week alone has won two days. Mornings will be a larger challenge over the established shows.

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We should have a clear shot to win at 10 p.m. in the 1997-98 season, and with 2-3 years after that be a regular contender to win at 5 & 6. The market is ripe for the taking.

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