Secret CBS Meeting on 'Under-Performing' KPIX; Details Revealed; Bastida, Martin, De La Cruz under Scrutiny; ND Rosenheim Too; Meanwhile, KPIX Still Has Crummy Ratings; 415 Media Exclusive

LAST MONTH I TOLD YOU a secret, high-level staff from CBS held a very private meeting in the city --so secret even many Pixers didn't know about it--that took a look at KPIX and wonder why its Bay Area O and O was "underperforming."

The group of higher-up execs from Black Rock haven't made an official report to CBS but they did come back with a mission.

According to sources close to the situation, the execs were given orders from NY to take account of "all the money people there (KPIX) and make some notes."

Translation: CBS wants to see the people "making over 250 Grand" what they do and if they're worth it. Keep in mind KPIX makes a lot of money for its corporate ownerbut that's not the issue.

As I reported back in June, the eye network views PIX as an entity that should be performing better and returning even more profit then it already is. This is not such an uncommon occurrence only the network seems to be saying it is anything but pleased with its Bay Area station.

Veronica De La Cruz

Well, we could go on and on all day. The "big-money" earners (or at least what's considered big in 2017) should pause and consider. They aren't necessarily going to be given the heave-ho but they also should know that Black Rock is taking a long and hard look.

KPIX is disaster central in the morning --even KRON beats them quite a lot (good lord) --the problem is the morning isn't the only time slot (KTVU kills everyone in the AM); PIX is getting murdered in the early evening and at night too. Oh, Noon is bad too but nobody really watches noon newscasts anymore other than bored housewives in Marin.

Let's take a look at some of the breadwinners at PIX and their position:

Ken Bastida

Ken Bastida, from several station observers, is "mailing it in"--Bastida makes anywhere from $300 to $500G and is a two-decade veteran. I doubt even if he was considered to be moveable he'd be screwed with; like many others, Bastida has a contract and seems to be safe. But contracts can be bought out --even lucrative ones like Bastida possesses. Furthermore, Bastida's critics (from the station) think he's "stealing money" and that he's nothing more than a "lightweight"--their words, not mine.

Allen Martin? Oh dear god is he still there?

Veronica De La Cruz came to town to create some much-needed buzz but VDLC hasn't moved any needle and her presence on any given newscast hasn't translated to better ratings. After three years here, she's quite frankly a major dud. Her $350G salary could buy a lot of furniture in NY.

Elizabeth Cook has gradually improved as an anchor; she doesn't flub her lines as much and works well with Alan Martin even though he detests her which is funny since Martin isn't exactly Billy Sunshine and makes north of $300G. In addition, unlike Cook, Martin doesn't have an influential father working in the TV Broadcast biz.

Here's another news figure that NY is taking a look at. News Director Dan Rosenheim makes a ton  of money (about $300G, estimated) --he's a veteran at PIX (over 15 years) but his hires have brought some curious reactions at both the station and the network. He seems to have an Hawaiian fetish too.

Changes haven't worked. Caused static? Yep.

Rosenheim has been dogged lately by his penchant to manage the TV operation like as if he was back in the newspaper business. That doesn't work well in today's simpleton environment.

Dano would seem to me to be on a hit list --again, PIX's numbers are bleak and that's pretty much on him but he does have seniority so he could be salvaged for another year unless PIX gets to Titanic numbers and they could.

The problem(s) with KPIX are too numerous to tell. They have issues all over the map and they seem oblivious to the task at hand.

The idea that they are perceived as "under-performing" by the network is no major shock to me because I've written as much; it's pretty evident.

KPIX needs an IDENTITY --they don't have one. They don't even have a face of the station and Bastida's aloofness doesn't help and his goofy facial gestures at 11 PM are downright embarrassing. Maybe his time has passed. You don't have to be a rocket scientist to see those diminishing returns.

Martin is clueless and makes a lot of money; almost as much as Bastida but at least Bastida smiles every now and then.

You know it's a hopeless cause when the weatherman is the star of the show.

Here's my prediction: I think at least one or two "major" anchors are goners. Not right away but that meeting that sent a group of people out to 855 Battery wasn't intended for dinners at Bix and sourdough bread samples at the Old Ship.

Remember, even mass profitable CBS wants blood every now and then and KPIX is both a convenient and reasonable target. Watch and listen, everyone.

#415 MEDIA EXCLUSIVE