From the day Ray Carter arrived at WPXI-TV as vice president and general manager in 2002, he championed a new headquarters for the station. But when WPXI-TV revealed its proposal to build a studio and office complex in the North Hills of Pittsburgh, there was the usual reluctance in the community that often comes when a new development is proposed.
To ease the concerns of its prospective neighbors, Carter didn’t rely on a fancy public relations campaign to persuade them to accept the project. Instead, his approach was to spend months going door to door to explain to residents how the $30 million development would benefit the neighborhood and the region, as well.
In a hotly competitive television market, Carter hasn’t shrunk from taking bold steps when it comes to building the presence of WPXI-TV. His method has been as ambitious as it has been diplomatic. Carter led the effort to form a partnership with WPGH-TV, the local Fox affiliate, to broadcast a 10 p.m. newscast on that station. And he has continued to develop the 24-hour cable news channel PCNC as an outlet for news, talk and information.
Although Carter juggles a number of responsibilities, he has also taken time to bring the station’s resources to support a number of nonprofit organizations, including the station’s longtime commitment to supporting the St. Barnabas Charities Presents for Patients campaign through public service announcements and news coverage.
HOW TO REACH: WPXI-TV, www.wpxi.com