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