Major changes at Action News haven’t unseated the perennial No. 1 station in Jacksonville.
WJXT TV-4 remains at the top of the ratings, even though as an independent, it doesn’t have a network prime-time lineup leading blocks of viewers into the 11 p.m. newscast.
“The strength for this television station is clearly set in our brand, which is The Local Station,” said Bob Ellis, vice president and general manager at WJXT, which is part of Graham Media Group.
While the network-affiliated stations might benefit from popular prime-time programming, Ellis said WJXT can benefit from the lack of network interference.
“Not being an affiliate gives us a decided advantage in being local. We can do what is necessary to serve the community no matter the time of day,” he said.
For example, if a big story breaks during a popular network program, a network affiliate must decide whether to break in on prime-time shows.
“We don’t have to worry about things like that. When important events happen in Jacksonville, we go on television and stay on TV to cover the story so that the folks here know what’s happening and understand what’s happening,” Ellis said.
WJXT, based on the Southbank, has more than 150 employees with just under 90 in the newsroom, he said. WJXT is a news partner with The Daily Record.
The newsroom also comes with anchor tenure, such as veterans Tom Wills, who joined 40 years ago and has co-anchored the evening news for 31 years, and Mary Baer, who joined 23 years ago.
“Our anchors are able to do things based on their longevity and their understanding of Jacksonville that is unique to our television station,” Ellis said.
While WJXT dominates at No. 1, Ellis doesn’t want to be considered “just the stable place.”
“Stability might indicate things staying the same and that’s not the case,” he said, citing growth in viewership and in its digital products.
Ellis said the three stations comprise a healthy television market and he respects the others.
“Their styles may not be our style. That’s fine,” he said.
“But I think this is a great TV market, this is a great news market and it is a great local news market,” he said.
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