WFLA-TV took home a prestigious honor in April. The station won the first Walter Cronkite Award for Excellence in Broadcast TV Political Journalism for medium market. The awards honors television stations and individuals for political coverage which excelled at informing viewers about their electoral choices in 2000.

"This award recognizes broadcast political journalist who exemplify the best in their profession," said Walter Cronkite. "By providing the kind of coverage we're recognizing today, they are not only better serving the audience, but also the democratic process." This is the first time Walter Cronkite has allowed his name to be associated with a journalism award and the first year the award has been given."

The judges commented on the stations effective use of 10-minute debates, free airtime to candidates and fact-checking segments. The Cronkite judges said WFLA-TV's coverage helped viewers understand who the candidates were, as well as the issues and how the public's electoral choices would effect the lives.

Dan Bradley, Vice President of news for the Media General Broadcast Division, praised the station's decisions regarding political coverage and said, "The ratings supported our decisions, and now, after an independent review of our efforts, it is clear that we also provided quality with the quantity of coverage."

Bearing out Bradley's statement is the fact that when it comes to political coverage, breaking news or news of the Nielsen data proves that WFLA-TV delivers more viewers than any other Florida television station.

Adding to WFLA-TV's depth of coverage is its partnership with The Tampa Tribune (Tampa's leading daily newspaper)and TBO.com (Tampa Bay Online - Tampa Bay's oldest and most recognized internet portal). All three entities are housed in Media General's "News Center" on the shore of the Hillsborough River in downtown Tampa. From numerous Tampa Bay fires to the year-end election-a-thon in 2000 and beyond, more bay area residents turn to News Channel 8 than any other news source!

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