WTVR-TV

Why Local Coverage Matters

A colleague of mine, with more years of experience in this business, once told me there is nothing more local than local sports. While he can be prone to hyperbole, which can be an occupational hazard in our line of work, his words resonated and stuck with me.

When I joined the sports department at WTVR-TV in Richmond, Va. 31 years ago, my boss at the time and I made a decision: our sportscasts would be as local as humanly possible every single day, without exception.

To date, the only mention I will make of the four main professional leagues is when it involves the Washington Commanders, NASCAR or when there is significant viewer interest.

Outside of those opportunities, our coverage is almost exclusively centered on Central Virginia and our state. Why?

Because tens of thousands of people attend professional sports games every day, and millions more watch on TV and streaming. ESPN has created a very successful cottage industry trying to be everything to everyone.

Delivering Coverage No One Else Can

We have interns who are all gung-ho to start covering the NFL or the NBA, and routinely ask me how much we do with those leagues and teams. They are stunned when I reply ‘next to nothing.’ If you want to know what happened with the Knicks or the Hurricanes or the Dodgers, you are going to look to ESPN, the NFL Network or MLB.com. You do not need me for that.

However, if you are interested in your local high school or college team, I am your guy. We have so many alumni of our state universities that live in our market, which makes the interest in that coverage significant. If you are also wondering how your son, nephew, niece or local high school team is doing, you will not find that anywhere else.

“I believe the best stories are when you can do that for the viewer.”

We have produced an award-winning high school football show, which will begin its 32nd season this fall. No matter where I go covering anything else, the number one thing people ask about or comment on is our high school football coverage. Unprompted, they thank me for what we are doing for our community, just by taking interest in what is happening in our own backyard.

Going beyond the Final Score

Eight years ago, we began a franchise titled Beyond the Roster, doing longer, more in-depth profiles of athletes, coaches and those associated with sports and athletics. It has won a few Emmys and Murrows, but it is our chance to tell a story than saying ‘hey this team is pretty good’. It allows us the time to tell people why, or to share something about the team or player they could not have expected.

I believe the best stories are when you can do that for the viewer; tell them something they did not know, something that gives them even greater perspective than just the final score. No matter where you are, those stories are there and more often than not, people will be willing and happy to share.

I have an evolution in our corner of journalism that has moved far away from the former standard of showing four highlights and a score on the screen. It is not enough anymore. I am not saying that is still not a part of what we do, but our focus has moved more towards why it happened, not just that it happened.

Finding Purpose in Local Journalism

I reached a personal epiphany not long ago. I have been to most of the biggest sporting events in the country. I used to have aspirations of calling games on the big-league stage and covering all of it daily.

Now, I have come to learn that I am right where I am supposed to be. Local. Where my feet are.