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Station Upstaged By Rival On High-Def Claim

Reno CW affiliate KREN said last week that it would launch a high-definition news program on Monday, becoming the first local station in the market there to do so--but ended up with some egg on its screen.

It had to abort the HD launch as the result of "technical difficulties," so ABC affiliate in Reno, KRNV, jumped in and began broadcasting its daily noon newscast in high-def and quickly touted the fact in a press release. "This is as significant and historic as going from black and white to color," says Mary Beth Farrell, the station's general manager.

The dust-up illustrates how important high-def is getting in the rating battles between local stations. While less than 15% of the viewing audience is now watching high-def, local station executives know the numbers will rise quickly.

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