Channel 2 Adds David Horowitz to News Mix : Television: The popular consumer reporter, who was let go last year after nearly two decades at KNBC, says his work will likely take on an ‘action news’ approach.

Consumer reporter David Horowitz, who was let go last year after nearly two decades at KNBC-TV Channel 4, has been hired by KCBS-TV Channel 2, the station announced Monday.

The addition of Horowitz gives KCBS two consumer reporters at a time when most other stations in Los Angeles do not tackle consumer issues on a full-time basis. The station already employs Judd Mc-Ilvain, who solves individual consumer problems or rip-offs for Channel 2 viewers.

Since 1973, Horowitz has fielded letters and complaints from viewers about defective merchandise and scams, and often used the clout of television to embarrass merchants into making good on failed promises. He also tested the claims made by advertisers in segments that were often heavy on humor.

Horowitz said that he will offer similar reports as well as consumer advice and warnings and tips on best buys at Channel 2.

“David tells them what to do before they get into trouble and Judd solves their problems once they are in trouble,” said John Lippman, news director at KCBS. “We have two people doing this because it is important to people. Our viewers are constantly telling us that. I have long been an admirer of David’s work, and consumer reporting and taking action are two elements that we are trying to build here. So when I heard he was available, I jumped at the chance to get him.”

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Horowitz, who hosted the syndicated “Fight Back” series on consumer issues for 18 years concluding last September, will also develop and host a weekly half-hour consumer program that KCBS hopes to syndicate nationally. Lippman said the show will debut within the next two months.

Horowitz will also continue as a contributor on CNBC, the NBC-owned cable network, and will continue his nationally syndicated radio reports and newspaper column.

Horowitz said that while he will continue to report on the kinds of issues he tackled at Channel 4, his style of presentation is likely to change to fit Lippman’s “action news” approach at Channel 2. Horowitz and Lippman said that Horowitz’s reports are likely to include live product-testing, on-the-street consumer news and more interaction on the air with viewers, including live call-in segments on the station’s noon newscast.

“It feels like I’m starting a new career here,” said Horowitz, whose contract with Channel 4 expired in November, although he last appeared on the air there in August. “Unlike at Channel 4, where they decided the resources for the consumer unit could be better spent on other personnel, here the attitude is, if it will work, do it. And that means having more of a give and take with viewers--speaking to the anchors on the set about my reports and doing a ‘Q and A’ with viewers so they can get at you on some important issue. That’s much more appealing to me than simply taping reports in the studio like I often did before.”

Horowitz has worked as a producer for ABC radio, a writer for NBC’s Huntley-Brinkley newscasts and a network correspondent in Vietnam before pioneering consumer reporting in this market at KNBC in 1973. He said that even though he has not been on the air over the past few months, he has been receiving hundreds of letters each week from area residents complaining about consumer problems.

Though some stations seem to be de-emphasizing his specialty, Horowitz contended that consumer reporting is more important today than ever.

“We’re living in the most changing times ever and the technology by which people can be taken advantage of has never been greater in our history,” he said. “With computers and fax machines and electronic readouts and devices that can track your mobile phone number and lift it, there are more cons and scams and rip-offs today than ever before. And the minority communities and senior citizens seem to be most vulnerable to these scam artists, and I’m delighted to have the opportunity to warn them and serve those viewers.”