THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Monday, July 8, 1996 TAG: 9607060091
SECTION: DAILY BREAK PAGE: E1 EDITION: FINAL
TYPE: Column
SOURCE: Larry Bonko
LENGTH: 75 lines
JUST WHEN she was getting used to staying up late, Carol Hoffman today returns to early-bird television as co-anchor of ``13 News AM'' on WVEC.
It was about four months ago when Hoffman left WAVY's local morning newscast after contract negotiations with the NBC affiliate fell apart. Since then, she's been home with her three young children, staying up past the 11 p.m. news like normal folks.
Starting today, it's back to rising before the sun for Hoffman, who will be joined by Brian Smith on the new-look ``13 News AM'' that runs from 5:30 a.m. until 7.
Hoffman will also do the local-news segments on ``Good Morning America'' from 7 until 9 a.m.
``We promise a newscast that's easy to watch for early risers,'' said Hoffman. ``We plan to ease them into the new day.''
Hoffman appears to be just what the doctor ordered for WVEC's local morning newscast, which has been soundly trounced in the ratings of late, including the May Nielsens when it was third (3 rating, 14 share) behind WAVY (6/32) and WTKR (5/26). WVEC's news director David Cassidy has tried everything from importing a hot-shot radio disc jockey to a weather reporter who wore slicked-back hair and dressed in double-breasted Armani suits.
Nothing clicked.
When it looked hopeless for WVEC in the morning, WAVY did Cassidy a great big favor by letting Hoffman get away despite the fact that Hoffman - an old pro in her 30s - helped ``News 10 Today'' achieve very nice ratings, indeed.
Will WAVY live to regret giving up on Hoffman? Only the November ratings sweeps will tell.
``To better respond to the viewers who have told us that they want more news in the morning, we've assembled a new team and shifted our emphasis to broader, more encompassing coverage,'' said WVEC vice president and general manager Rick Keilty in announcing the teaming of Hoffman and Smith.
Smith replaces John Miller, who leaves WVEC after serving the ABC affiliate recently as anchorman and as news director in the past.
Rhonda Bentley continues as the morning team's weather reporter. Leila Rice will stay on to report traffic.
The early shift is nothing new for Hoffman, but plenty new for Smith, a 33-year-old bachelor who's been reporting sports on the weekends.
``You could say that I came out of nowhere to get this job,'' he said.
From nowhere? Not really. He comes from Jamaica in Queens in New York City, to be exact. Smith laid down roots in Virginia when he majored in communications at Virginia Commonwealth U. and interned at a Richmond TV station. His first job at WVEC was as a photographer.
Then one weekend not long ago, he found himself on camera. If that was a shock, it was nothing like moving from the mean streets of Queens to friendly, rural Goochland in Virginia.
``I wasn't used to people being nice to me,'' said Smith.
Hoffman begins her new job at WVEC exactly 10 years and a week after she checked in at WAVY from Watertown, N.Y. She said she expects the Channel 13 early-morning newscast to be less casual and folksy than it has been.
They are spelling the News in ``13 News AM'' with a capital N, she said.
Keilty's announcement indicated the newscast will be expanded to include headlines every half hour, and segments on local military doings, business news and outdoor activities.
It will be a call-in show, too, with viewers who have managed to prop their eyes open with toothpicks at 5:30 a.m. invited to call in and schmooze with experts on this and that.
Smith will double as sports reporter.
``We're selling experience and personalities here,'' said Keilty. ``We believe the viewers will respond favorably.''
In the most recent ratings, WVEC is No. 1 in local news at 5 and 6 p.m. but a sorry third in the early morning. Hoffman, wildly popular with viewers who watched her for years on WAVY, has come aboard to pull Channel 13 out of the 5:30 a.m. basement.
If this doesn't work, what next? Hand puppets reporting on the morning traffic crush on I-64? ILLUSTRATION: Carol Hoffman by CNB