No anchors. WGBA's 6 pm news on the NBC affiliate in Green Bay, Wisconsin, opened with a brief weather check before switching to a series of prerecorded segments. Reporters in the field presented stories on a sheriff suspending license‑plate readers, power‑plant operations, and an interview with a high‑school football coach. The clips also streamed live on the station's website and social media feeds, signaling a departure from the traditional studio format.
This experiment aligns with a broader strategy launched by EW Scripps Co, one of the nation's largest television owners. Founded in 1878 by the eponymous founder, the Cincinnati‑based company announced last month a sweeping plan to revamp local news around streaming. Scripps aims to capitalize on audiences drifting away from scheduled TV, a shift that has dented ratings and advertising dollars.
The new model relies on reporters recording and editing their own content, a move that could cut production costs and speed up delivery. By decentralizing the newsroom, Scripps hopes to keep local coverage fresh while appealing to viewers who prefer on‑demand content. The pilot at WGBA will be closely monitored as a test case for the network's 200‑plus stations.
Scripps' executives say the pilot will inform the rollout of similar formats across its portfolio by the end of 2026. If successful, the company could reshape how local news is produced and consumed, potentially redefining advertising revenue streams for regional stations.