Reliable sources report anchorman Nelson Martinez will join the Eyewitness News team at KOB-TV in January as anchor of the noon and 5 p.m. news. The veteran TV personality was apparently negotiating a comeback with his alma mater, KOAT-TV, but a deal could not be struck. Martinez earlier confirmed to me "that a deal has been struck and I could not be happier." But he would not divulge any details.
TV insiders say the Martinez hiring at KOB will especially be be a boost for them in Hispanic households where Martinez has a loyal folllowing. "The ratings for these broadcasts are so tight that a few thousand households can tip the balance," said one source. "For that reason alone hiring Martinez is the smart move." Nelson left TV a year ago to concentrate on music and acting, but Hollywood was apparently not calling, so he is back to his first calling--anchoring the news. Martinez is a native of Chimayo and a recording artist whose mariachi music is marketed from his own web site. Martinez joins fellow native New Mexican, the popular Carla Aragon, at 4. Carla and Tom Joles languished for years behind KOAT, but in 2000 the station got a kick-start from the big Los Alamos fires and has found itself atop the heap, or tied for top of the heap with 7. KRQE is hot on their trail.
The Martinez news comes on the heels of Larry Barker's departure from 7 and his hiring by KRQE. And all of this comes during the crucial November "sweeps" when ratings are underway from which advertising rates will be set. With advertising still in somewhat of a slump, each rating point becomes critical to keep the ad dollars flowing.