Over the past year, our late-night news program has devoted increased time to national news and less time to weather and local news. During this time period, most of the complaints received from viewers were concerned with our station's coverage of weathe

The writer suggests that time devoted to weather and local news should be restored to the level it was one year ago, for the station to avoid losing any further advertising revenue and as well, attract more viewers. Considering the facts given in the article, - the television station began to lose its viewers after it reduced the time allotted to weather and local news in the late-night news program and that local businesses that used to advertise in the during the late night news program have cancelled their advertising contracts with the station - one would easily agree with the proposal. However the argument is filled with assumptions that need to be examined properly to determine whether or not, restoring the program to its original time frame would help attract more viewers and as well, retain the remaining advertisers.

The Business manger cited reduction in the time allocated to local news and whether one year ago as the beginning of the whole problem. He failed to tell us what lead to the reduction in the time allocated to the local news and whether program. Was it as a result of complaints from viewers and advertisers? Was it a decision taken by the station in order to re-position the program positively or to deliver quality service to its viewers? Before a decision to restore the time to its value a year ago can be reached, the station needs to examine the reasons that lead to the reduction in time.

Additionally, the business manager cites complaints received by the station from its viewers presumably, requesting for increase in the time allotted to whether and local news in the late-night news program. The writer ought to have stated the content of this complaints, how they received the complaints and the number of distinct viewers that sent in the complaints to corroborate his argument. What if the a few users sent in several complaints? It obviously means that the complaints does not represent the view of the majority of the viewers. The station also needs to be sure that the complaints are actually coming from the viewer of the program.

Furthermore, the business manager states that local businesses have cancelled their advertising contracts with the station. Again, the writer failed to tell us if there has been an issue between the station and the local businesses. Has the station received complaints from the businesses prior to cancelling their funds and what are the contents of these complaints? Further insight into the pricing regime for advertising in the station in the past two years will also help to strengthen this argument further.

In conclusion, the station cannot afford to revert to the original time allocated to the whether and local news program one year ago, until it is sure that doing so will yield positive results. The station needs to conduct a survey to find out the programs people like to view during the entire duration of the late-night news program, why they prefer those programs to their late-night news program and possible changes they would like to see in the late-night news program before they can think off a possible review to the program. They also need to consider the reasons behind the initial change in the time and evaluate whether the are realizing the goals set before the change.