Frank's Take: Do Local TV Stations Still Need Network Affiliations to Survive?

By Frank Macek

For as long as I’ve worked in television, the network affiliation was sacred. It meant credibility, a pipeline to prime-time hits, and a symbiotic relationship that helped both national networks and hometown stations thrive. But as I look around today—at streaming growth, audience behavior shifts, and changes inside our own walls—I can’t help but wonder:

Do local stations still need their network affiliations? Or are we inching closer to a time when we can—and maybe should—stand on our own?

This isn’t just a hypothetical question. It’s one I hear more and more in hallways, control rooms, and editorial meetings. And it’s a conversation worth having.

The Affiliate Model: What We Owe It

To be clear, I’m not here to downplay the impact of affiliations. I’ve seen firsthand how NBC's reach, programming, and brand recognition can elevate a station like WKYC. From the Super Bowl to special coverage of breaking national news, the network gives us built-in content we could never produce alone.

For many stations, especially in medium and small markets, the affiliate model provided financial stability and legitimacy. We had top-tier shows driving viewers into our local newscasts. That led to ad revenue, higher ratings, and a public that knew where to turn at 6 and 11.

But times have changed. And fast.

Audiences Don’t Watch the Way They Used To

Ask a young viewer how they watch TV and the answer probably isn’t “on Channel 3 at 8 p.m.” It’s “on my phone,” “on YouTube,” or “when I have time.” Appointment television is evaporating. DVRs, streaming apps, and fast-forward buttons have flattened the programming curve.

Worse, many viewers don’t even know what network a show is on anymore—they just know they watched it on Peacock, Hulu, or Netflix.

Networks know this, which is why they’ve aggressively pushed into direct-to-consumer streaming. NBC has Peacock. CBS has Paramount+. ABC feeds into Hulu. FOX has Tubi. That means the content we used to rely on to draw viewers is now easily available—without us.

That’s a major shift in leverage. And it begs the question: if networks can deliver directly to viewers, where does that leave affiliates?

The Power We Do Have: Localism

If you take away everything else—Hollywood dramas, national news cut-ins, live sports—the one thing local stations can still own is local content. And that’s not something viewers can find on Netflix.

At WKYC, we’ve leaned hard into this. Our “GO!” morning show is a perfect example: personality-driven, community-centered, and distinctly Northeast Ohio. We aren’t trying to compete with cable news or the streamers. We’re being ourselves—and that works.

You can’t stream a breaking weather alert for your backyard from Los Angeles. You can’t hear your neighbor’s story of survival or inspiration from a national desk. You can’t watch a local investigation change policy at city hall on Amazon Prime.

That’s where our value lives. In being local. In being live. In being us.

Reinvention Is Already Happening

The truth is, some stations have already gone independent—and are thriving. Take WJXT in Jacksonville, WHDH in Boston or WANF in Atlanta. All have or will leave their network affiliations and will survive by leaning into local programming, syndication, and brand building.

Would it work for everyone? No. But it proves it’s possible. Especially for stations ready to invest in original content and control their own destiny.

We’re also seeing this play out in real time through digital. More stations are launching 24/7 streaming channels. WKYC+ is one example. Whether you’re on a Roku device, smart TV, or smartphone, you can find our content—live newscasts, replays, special reports, and exclusive features—all without flipping through cable.

That’s freedom. That’s reach. And it’s only the beginning.

Control Equals Creativity

Here’s something insiders know: network partnerships come with restrictions. On how much ad time we control. On how we schedule shows. On what kind of brand identity we can fully develop.

Stations that go independent? They’re free to make bold programming moves. Add more local shows. Run specials. Stream exclusive content. Fill time with what their communities want—not what’s on a national feed.

Yes, it’s harder. There’s more risk. More hours to fill. But there’s also more room to grow.

And let's not forget ownership groups like TEGNA are already planning for this reality. They're investing in centralized production systems like CUEZ and Sony ELC, branding hubs like The Hive, and group-level streaming solutions that allow for massive scaling of original content. These aren’t just experiments. They’re contingency plans.

What We’d Lose Without a Network

Now let’s be honest: walking away from a network isn’t without consequences.

• You lose access to live sports—still one of the few things people watch in real time.

• You lose the brand equity of a network logo next to your call letters.

• You lose network-promoted eyeballs for your local news.

And there’s real financial risk. Syndicated content costs money. So does producing more hours of news. Stations need a rock-solid team and strong community roots to pull this off.

But ask yourself: what happens when the networks decide to scale back affiliations anyway? Or pull more shows behind paywalls? The pivot may not be optional forever.

What Comes Next

I believe we’re heading toward a hybrid future.

Some stations will double down on network partnerships and ride it out as long as possible. Others—especially those with strong digital strategies—will become mini media companies. They’ll operate like streamers, own their platforms, and build direct relationships with their audiences.

We’re already seeing that shift. WKYC is streaming more, publishing more, experimenting more. And our viewers are watching on their own terms. Not because of a time slot, but because of trust.

So, to answer the original question: Do local stations need network affiliations to survive?

No. But they do need strong identities, loyal communities, and fearless leadership.

The network was always the launchpad. It’s up to us to build what’s next.

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