ANALYSIS : Uncertainty Part of Job for Channel 39 Staffers

If KNSD-TV (Channel 39) did a “Project Lifeplanning” segment on its own newsroom, the title might be “How to Cope With Stress.” In the last few weeks, several on-air reporters have either been laid off, fired or eased out, a key editor resigned and a reporter’s journalistic ethics were publicly questioned.

Even “Project Lifeplanning,” the station’s monthlong special report, has pumped up the stress-o-meter at the station a few notches.

The station is spotlighting “Lifeplanning,” a daily dose of hopefully helpful tips on how to handle day-to-day life, during the February ratings sweeps period. Like many other elements of the station, which went through a massive overhaul last year, “Lifeplanning” is something new for the newsroom staff. Some have raised serious questions about the ethics of such a news project.

The “Lifeplanning” series is based on a book of the same name by Robb Dalton, who has been trying to syndicate the concept to stations throughout the country. Dalton’s book was advertised on the station before the start of the series. He sold Channel 39 the “Lifeplanning” concept, “a complete approach to successful living,” and provided a format for the series, a for-profit enterprise sponsored by several major advertisers. At the end of each segment, viewers are usually directed to the “sponsor” to pick up “Lifeplanning” pamphlets for more information and a “Lifeplanning” test.

Some Channel 39 reporters question the propriety of directly linking newsroom product to advertisers.

“From a purely journalistic view it is cause for concern,” said reporter Bill Ritter.

Apprehension over the “Lifeplanning” series has added just one more element to the general feeling of unease at the station, which last September changed its call letters and implemented sweeping changes under new owners Gillett Communications.

In recent weeks, such longtime reporters as Doug Curlee and Whitney Southwick have been laid off, in addition to resident health specialist Dr. Harvey Shapiro. Weatherman Brian Hackney wasn’t fired, but he knew his days were numbered and opted to head for San Francisco. Reporter Rory Bennett was laid off two weeks ago as part of a “reallocation” of station funds.

Station staffers find themselves continually waiting for the next step, the next firing, the next big change.

“Morale is slightly confused,” one reporter said. Given the recent wave of sudden departures, most staffers chose to remain anonymous when contacted by a reporter.

Besides the staff changes, there is the larger question of the direction of the news operation. Monday, Eric Hulnick, the chief assignment editor for the station, a key cog in the newsroom, resigned, reportedly over differences in news philosophy. Reporters say the station has changed the focus of the news coverage, cutting back on coverage of some stories--especially court cases, like the David Lucas murder trial--while going more in-depth with others.

Some newsroom staffers were not pleased with the actions of reporter Paul Bloom, who was criticized last week for arranging the arrest of a parole violator, under the pretense of interviewing the man about his work with the homeless.

The “Life Planning” segments also have made some people at the station question the course of the station’s news operation.

In the past, the station has done projects directly linked to a sponsor, such as a service that allowed people to have their excrement checked for signs of colon cancer. But there was a clear public service goal with the other segments, and there was no product tie-in, as there is with the “Lifeplanning” series.

“Lifeplanning” provides viewers with daily tips on how to cope with credit hassles, home ownership, retirement and other problems of modern life. Although the stories are all produced independently by the station, the “Lifeplanning” concept is syndicated by Dalton, a former television executive. The format, the day-to-day calendar of topics, was supplied by Dalton along with the daily “tests.” Each pamphlet credits Dalton’s “Lifeplanning” book, and tells people how to send for a copy in the mail.

“Any bozo who sees the book can ask if its the same guy, but we don’t make a production of it,” said reporter Cathy Clark, who sees little wrong with the series.

This week’s topic is “The Companionship Plan.” Anchorwoman Denise Yamada introduced the Tuesday-night segment, a feature on a volunteer, this way: “As we learned last night in Lifeplanning, a good self-image helps us handle the challenges that are sure to come our way in life.”

“No way (it’s public service),” one reporter said. “It’s selling a book.”

Such “package” programming for the news, in different forms, is becoming more common in the industry, as local stations seek new ways of generating revenue, although it is rarely tied to a specific product.

“It’s the idea of packaging, like a box of cereal or something,” said one Channel 39 staffer.

The debate over this type of interactive news programming is raging throughout the industry, as some complain that the ethical lines drawn for television news are becoming more and more blurred.

“We’re very leery of advertiser-driven content,” said KTLA-TV (Channel 5) General Manager Steve Bell, who added “it’s not kosher . . . when commercial interests start to invade the newsroom.”

Channel 39 General Manager Neil Derrough said “Project Lifeplanning” is first and foremost a public service.

“Up to this point, everything I’ve seen has been real legitimate and worthwhile,” said Derrough, who took over the station a year ago when Gillett bought it. “The only way the station could be guilty of anything is if advertisers were influencing content.”

Both station News Director Nancy Bauer and Derrough emphasized that there has never been any contact between the station’s advertising and news departments. They compare “Lifeplanning” to the stories in the life-style sections of newspapers.

At the end of each segment, though, the reporter holds up a pamphlet and directs people to the sponsor, usually either a chain of supermarkets or car dealerships, to pick one up.

“When it falls into the category of helping with their lives we have to be able to get the material to the people,” Bauer said.

Grumbling about the ethics of “Lifeplanning” at the station comes at the same time as a ratings sweep month and a raging debate in media circles of reporter Bloom’s actions. Monday, prompted by Bloom’s actions, the board of directors of the local chapter of the Society of Professional Journalists issued a statement that said the group “does not condone reporting that violates principles of journalistic fair play. And any appearance of duplicity while in collusion with law enforcement agencies causes grave concerns for members of this board.”

On Monday, chief assignment editor Hulnick resigned. Several Channel 39 staff members are known to be looking for other jobs, perhaps more strenuously than normal.

Reporters say Channel 39 has been gradually changing the style of its news coverage. Last Saturday the newsroom staff participated in a mandatory writing seminar. Reporters have been told that they are not always going to be emphasizing the same stories as the other news stations.

Bauer said reporters are being encouraged to “enterprise,” to develop stories on their own more, and to cover specific beats. Every story is being evaluated far more for its meaning to Channel 39 viewers than in the past, Bauer said.

“They’re demanding things they never demanded before,” said Clark. “In a sense it’s the reinvention of the wheel. Reporters know a story has to be meaningful. Sometimes they need to be yanked up by the head and reminded.”

The newsroom atmosphere, Derrough said, is bound to be a little tense, given the circumstances. It doesn’t surprise him that some reporters are uncomfortable.

“People’s performances are being reviewed, there is no doubt,” Derrough said. “I can’t change that.”

Derrough did not rule out the possibility of further changes.

“We’re on a plan,” he said. “I’m not trying to make light of it, but we’re pretty much on course in my view.”

Station revenues are down, Derrough acknowledged. The entire television industry is expected to be entering a tough financial period because of the increased competition from cable and home video. Like every other local affiliate, Bauer, who just completed her first budget preparation as a news director (she took over the job last summer), is feeling the pressure.

“If the trend continues, people in the newsroom are going to have to know how to do two jobs instead of one,” Bauer said. “We’re going to see everybody stretching their dollars.”