TV news aims for early birds

Please excuse Mike Binkley if he can't make the next blowout at First Avenue. It's way past his bedtime: 5:30 p.m.

"It helps to have rooms with darkening shades," said the early-morning anchor at WCCO, Channel 4, lauding his long-suffering wife for her ability to go back to sleep after the alarm clock rings at 1:30 a.m. "Tylenol PM is my friend."

Binkley's routine just got a little more taxing. This month, his station started broadcasting at 4:30 a.m., a half-hour earlier than in the past, joining KMSP, Channel 9, and at least 16 stations across the country that think "early to rise" is a healthy, wealthy and wise strategy.

So far, both local stations are drawing about the same numbers and are pleased with the results. On a good morning, they attract a total of more than 340,000 viewers, which might include a student taking a break from an all-night study session, a new mother nursing her infant, a businessman needing to get on a conference call to India or a violinist squeezing in a practice session.

"I can't tell you how many times we're being thanked for being up that early," said KMSP news director Bill Dallman, who started his new broadcast in early April. "It's a lifestyle thing."

He continued, "People are getting up earlier and earlier in our market and other markets, and we wanted to make sure we were serving those people who are awake and ready to start their day."

Ratings are up

"Why would we give that time to the network?" Libin said. "We can enhance the morning with local coverage with people viewers know and trust. Plus, the best lead-in to local news is another local newscast. It doesn't make sense that people are flipping around on the remote control from an easy chair at that time of day." News directors at KSTP and KARE said they have no immediate plans to join the 4:30 a.m. fray, but wouldn't rule it out for the future.

Two distinct approaches

Both broadcasts are in their infancy, but are already forming personalities who reflect their stations' strengths.

At CBS affiliate WCCO, Binkley and Angela Davis take turns driving the 4:30 a.m. broadcast, one that's heavy on international news and local headlines from the night before. There's also a significant focus on weather, with more casual, behind-the-scenes updates from meteorologist Mike Augustyniak.

"We're not doing cooking segments or lengthy feature stories," Libin said. "I don't think viewers at that time want to learn how to make a soufflé. It's a more businesslike approach."

The station's strategy runs counter to the general belief that viewers want hard news up front and then softer features as the morning goes on.

"It's our personality in general to take a few more chances," Dallman said. "We want to have some stuff that's relaxing and will go well with a cup of coffee."

Both approaches seem to be working, so much so that it begs the question: When will you open the doors at 4 a.m.?

"Don't push me," Libin said. "One thing at a time."