When the new owners of U-T San Diego
looked at the media landscape, they saw a clear opportunity to disrupt local television by offering a savvy alternative built on the power of the newspaper brand. On the business side it was a clear chance to capture dollars aimed at TV, protect existing advertisers who may have grown wary of stale options and, most important, position the company toward a video-intensive future.
Armed with a $3.5 million budget, U-T San Diego
essentially replicated a linear TV station, built slick sets and hired the necessary talent to execute the programming. Ambitious? Clearly. Realistic? Probably not for most.