NBC12 helps return TV listings to Times-Dispatch

By Sabrina Squire - bio | email

Posted by Shawn Maclauchlan - email

RICHMOND, VA (WWBT) - Starting Monday, television listings will return to the pages of the Richmond Times-Dispatch. A partnership between the paper, NBC 12, and CW Richmond brought about the change of heart.

About a month ago, the daily listings were dropped. That decision caused quite a stir.

Olive Wintz reads the paper every day.  She's been doing it for as long as she can remember.

"Since I started to read, my father encouraged us to read the papers when we were much younger," said Wintz.

One thing she looks for is the daily television grid, to keep track of her favorite shows.

"Grey's Anatomy, American Idol, Dancing with the Stars - so you just want a reminder."

When the listings were dropped from page four of section "e", Olive noticed the change, and so did hundreds of other readers.

"We heard from a lot of people via e-mail, through our customer service site, by phone," said Richmond Times-Dispatch Director of Product Innovation and Strategic Marketing Frazier Millner. "We heard from people on the street."

The flood of calls and e-mails prompted the Times- Dispatch to reconsider their decision.  That's when NBC 12 and CW Richmond stepped in and partnered with the paper to bring the listings back. Executives say it's a win-win situation.

"It allows us to do something for our readers. It allows both the newspaper and the television station to have an opportunity to reach audiences that they might not automatically reach," said Millner.

"The viewers are served, the community is served, and certainly our interests are served because we want people to see what we have on any given day," said WWBT General Manager Don Richards. "That's the business we're in."

For people like Olive, the return of the listings is a small, old-fashioned comfort in a world dominated by new technologies.

Look for the TV listings in Monday's Times Dispatch to find out what's on from 7-11, seven days a week.

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