In an interesting marketing move, ABC affiliate WOTV-TV Channel 41 Battle Creek has decided to heavily target itself at women, branding itself as "WOTV 4 Women".
The Grand Rapids/Kalamazoo/Battle Creek television market is relatively unique in that it features two full-powered ABC over-the-air affiliates, one that essentially serves the northern and western portions in WZZM-TV Channel 13 and another that serves the southern tier of counties in WOTV (which calls itself Channel 4 due its dial position on many of the areas cable systems). WOTV is co-owned by LIN Media with the market's NBC affiliate, WOOD-TV Channel 8.
From the station's announcement:
WOTV 4 Women is a new ABC station for West Michigan woman by West Michigan Women. Now you can catch all of your favorite ABC shows like, "The Bachelor", "The Chew, "Modern Family" and "The Revolution" while getting great information from women just like you!
There is no other local television station like it! WOTV 4 Women features great on-air tips from West Michigan women in a variety of categories. From food to finance and family, WOTV 4 Women has information every West Michigan woman needs to know.
Want to find out how to make a power smoothie that will give you the energy you need to get through your day? Looking for information on how to relax and find your zen after a long day of work and family? WOTV 4 Women is a station dedicated to getting you quick and easy tips to make your life a little bit easier.
WOTV 4 Women launches on Monday January 30th, 2012. Be sure to come back and check out our new website that will feature great tips from our experts, celebrity interviews with your favorite ABC stars and so much more!
With the vast majority of television viewers receiving local broadcast stations via cable or satellite, the difference in on-air coverage area between WOTV and WZZM isn't nearly as large of a factor as it once used to be in terms of potential audience reach. WOTV's new approach of targeting only women is an interesting attempt at differentiating itself from WZZM and possibly trying to change viewing habits. WOTV will have an advantage over WZZM during this marketing change as it can advertise on a "rival" network, also catching NBC viewers on sister station WOOD-TV.