KTHV-TV, CHANNEL 11'S TRAILING position in the Little Rock television market doesn't fit the portfolio of dominant stations owned by the Gannett Co.'s broadcasting division.

However, the financial backing Gannett can offer KTHV threatens to change that position and make even more waves than it already has for the No. 1 and No. 2 stations in the market.

Official confirmation of the buy has yet to surface, but every indication points to a sale that has every media entity talking except the players involved: KTHV and Gannett.

Already, there are signs of a shakeup in newsroom personnel and recruiting efforts for on-air personalities at the station. And at top-rated KATV-TV, Channel 7, the apparent entry of Gannett and a weaker July ratings book helped prompt President and General Manager Dale Nicholson into swift damage-control action.

"Gannett will become long-term players in Little Rock because they can make money here," says Bob Steel, the new acting news director for KATV, who says he was offered a position at KTHV by Gannett. "With them in the picture, it could easily become a three-way race, but it won't be easy taking the No. 1 position."

Steel, reportedly in line to replace long-time news director Jim Pitcock, says he's surprised that it is taking so long for an announcement to be made about the sale of KTHV, which he says has already happened.

"We as a company never comment on the many rumors that spark up when Gannett is acquiring property or selling property," says Cecil Walker, president of Gannett Broadcasting in Arlington, Va. "That is something we just don't talk about until an announcement has been made. So, at this time, it is as simple as no comment."

Not commenting may be a simple task for Gannett, but there is nothing simplistic about resurrecting KTHV from its non-contending status to making it a viable competitor against KATV and KARK, Channel 4. For more than 10 years the CBS affiliate has ranked at the bottom of the local news ratings, trailing far behind KATV, the ABC affiliate, and KARK, the NBC affiliate.

KTHV also commands the lowest price for advertising behind KATV and KARK. Advertisers pay...