ABSTRACT
Before the advent of digital and social media, most would argue that talent was king on local television (Allen, 2001 ; Eastman, 2000 ). Local TV stations guarded popular anchors and reporters. Personalities dominated the local TV airwaves and, ultimately, the ratings. News managers and news consultants knew the formula was simple: the more likeable the personality, the more likeable the station, the more likely viewers would tune in and bring needed advertising revenue with them. Personality and the viability of the station have always been linked.
