NBC Boston

[Scott Fybush]

The bigger issue, really, isn't whether or not people have figured out 
that they press "10" now instead of "7" to get NBC. Prime-time ratings 
suggest that the vast majority of viewers have figured that out.

The problem is that even if they've found NBC on 10, the local news 
product there has nothing compelling about it to make a viewer change 
habits and switch away from 5 or 7 or 4 or 25. Not many markets these 
days have five TV newsrooms running full bore (off the top of my head? 
NYC, Chicago, LA), and making a mark as the fifth entrant in a crowded 
field is a huge challenge. Even being the number-four newsroom in a 
market is a tough position these days.