The Sun in Baltimore, Md., jumped back into local convergence this month with a new TV alliance, MediaWeek.com reports. The Tribune Co.-owned newspaper is now sharing content with Hearst-Argyle Television’s WBAL, an NBC affiliate. This is The Sun’s second go-round with a TV partner; earlier this year it terminated a collaboration with E.W. Scripps’ WMAR.
The new relationship will remind Chasers of The Orlando Sentinel/WESH-TV deal, albeit on a smaller scale. Weather plays a big role here, as WBAL’s top meteorologist now appears in the printed weather page and on baltimoresun.com (though we couldn’t spot the link during today’s visit). Sounds like the handiwork of Tim Franklin, the former Sentinel editor who’s now running the show in Baltimore.
Here’s the POV from The Sun’s new TV partner:
“We’ll get some advance notice on stories, things we would not have had ourselves,” said Bill Fine, president and general manager of WBAL, who added that he has high hopes for the relationship. “We’re trying to identify models that work and can help each other, but not on a full-time basis.”
The Orlando alliance expanded well beyond weather to incorporate political debates, co-funding of the terrific “Building Homes: Building Problems” report and advertising sales. After its last experience, we predict The Sun won’t leap into blindingly risky new ventures. But grab your shades and keep watching.
