19 Apr

Linda Danna

published on April 19, 2012 - 7:00 PM
Written by The Business Journal Staff

Linda Danna

VP/General Manager


Where did you attend college and what degree(s) did you earn?
I attended Texas A&M University in College Station, Texas for 2 years.  In my junior year, I transferred to the University of Texas, Austin where I earned a Bachelor of Science degree from the college of communications in radio, TV & film.

Married to John Danna for 31 years. We have one son, John Mark, who recently graduated from the University of Michigan, Ann Arbor and still lives in Ann Arbor.

Tell me a little about our local Channel 47 and your history there, Linda.
Channel 47 is referred to as KGPE-TV, CBS47. CBS47 is how we brand on air and in the community. We are the “On Your Side” station. This brand extends to all facets of our on air promotion, news coverage and community involvement. We serve the Central Valley of California, which includes Merced, Mariposa, Madera, Fresno, Tulare and Kings counties.

I joined CBS47 in September of 2008, so I’ve been here a little over 3.5 years.
Changes ahead include more convergence in terms of news coverage and information dissemination utilizing television broadcast, website, social media platforms such as Facebook and Twitter, as well as mobile.

Are people turning more to local television as their source of news, Linda?
After it is all said and done, even with the proliferation of choices in which to view news, people have always and continue to watch local television for the most current information on what is happening in their community. That is why most stations deliver live newscasts several times throughout the day. Companies are looking to advertise on television because it remains the only true mass medium. Nothing else compares to the reach of television — not radio, newspaper or the Internet.
Local advertising revenue grew in 2011 from 2010. The same cannot be said for national advertising revenue, so total advertising revenue in Fresno, including Hispanic stations, was down 2.2 percent. As for 2012, some categories are certainly spending more, such as automotive and medical.

Are you facing greater competition from online news and entertainment sources, Linda?
I suppose you have to define competition. We are in the broadcast business. We provide entertainment and news 24 hours a day. Every day, that programming is relevant and consistently good. When you turn on CBS47, you know you are going to get quality programs and news with accurate and balanced information.

What is your key business strategy, Linda?
Build a comprehensive plan for success, tweak as needed. Surround yourself with bright and dedicated people. Provide a healthy environment that encourages participation and creativity.

What do you like to do in your spare time, Linda?
In my spare time, I watch even more television!  But, when I’m not glued to the set, I enjoy traveling to the California coast and exploring this incredibly beautiful state.

What was your first job, Linda?
Sales account executive, KFDM, CBS in Beaumont, Tex.

How do you and CBS47 like to give back to the community you serve, Linda?
A few notable community accomplishments:
The “On Your Side” Station, CBS47 lives their brand daily with 40 station-sponsored community events in 2010 and 58 station sponsored community events in 2011. These events have benefitted The Fresno Rescue Mission, Community Food Bank, Central California Blood Center, Big Brothers – Big Sisters, Salvation Army, Habitat for Humanity and others.
Over the last 3 years, CBS47 has donated in excess of $1 million dollars in terms of station inventory, production, news coverage, resources and paid volunteer hours for community needs and initiatives.
CBS 47 Volunteer Telethon doubled their goal of 47,000 hours 2 years in a row in conjunction with Hands on Central Valley and Serve Fresno. Fresno Mayor Ashley’s goal of 1 million volunteer hours was exceeded with the commitment from the CBS47 team.
In 2011, we held eight community drives. Our community drive in August 2011 was a huge success. CBS47 partnered with the Book Barn of Clovis to benefit the Fresno County public libraries. Original goal – 47,000 books. The result was approximately 180,000 books donated by the community. The resulting book sale netted over $35,000 for the Fresno County library system.
In January 2012, CBS47 produced and broadcast the first ever live Fresno mayor’s town hall. The hour-long television program was moderated by evening anchor Ken Malloy and included interactive social media components with morning anchor, Zara Arboleda. Evening anchor, Evy Ramos, fielded questions from the studio audience.
So far, this year, we have held three community drives. We partnered with Walgreens for a free flu shots, Fresno Pet ER for the Valley Animal Center No Kill Shelter, and Sleep Train for a pajama drive for our Valley’s foster children.
Our viewers have been amazing and have generously responded to each and every one of our calls to action.
And for the 3rd year, we have partnered with Wonder Valley for Race to the Altar. One lucky couple is chosen by our viewers for a wedding of a lifetime.

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