UPDATE (Feb. 6): Read my review of the show's first week and a half.
How do you compete with someone who outperforms you on budget, staff, technical resources, consumer loyalty and reputation? The short answer is you don't.
As another ratings report comes out confirming CTV Montreal's incredible dominance of the local TV news ratings, Global Montreal was doing its final rehearsals for a new morning show that launches on Monday. As Montreal doesn't have a local morning show in English, it will have that market all to itself, at least until August when City starts up its morning show here.
But even with the million dollars a year that Shaw has promised this show to get it off the ground over the next five years, its resources are limited. Global Montreal has added only eight jobs for this show, on-air staff and technical people combined. It won't have its own news team scouring the city for scoops (unless it steals reporters from the evening newscasts, which are already understaffed). It won't look like Canada AM, which is still popular in Montreal.
Part of the station's strategy for building an audience has been a focus on the anglophone community. In essence, it's treating anglo Montreal as if it's its own small town, going after the smaller stories that don't make the same kinds of headlines.
That's easier said than done, though. CTV's news operation is still far larger, and Global can't ignore the top stories of the day to indulge in community reporting. Global Montreal doesn't have a sports department so it can't really cover varsity sports. It doesn't have the kinds of coverage of arts, entertainment and lifestyle stories that you'll find on CTV News or even CBC News, so it has to be very picky about where it uses its resources, and its goal of making this the home of anglo Montrealers (rather than just an English-language newscast) is far from complete.
With a morning show, this community focus will become more apparent. The biggest aspect of this we know already is that the weather presenter, Jessica Laventure, will be doing her weather segments from a location on the West Island. This will plant the station's flag there, allowing people to come by and interact with it, as well as show West Island residents watching from home that they're close, at least geographically.
Will that be enough? We'll see.
I sat down with the three stars of Morning News, and spoke with station manager Karen Macdonald and Global News chief Troy Reeb for a story that appears in Saturday's Gazette previewing the show. Below are some additional things that didn't make it in the story.