The anchormen scan their scripts to prepare for the 6 p.m. newscast. The news control room director takes a brief breather from her command post. A cameraman charges into the newsroom carrying deadline footage.

The scene in the newsroom at Milwaukee's CBS affiliate, WDJT-TV (Channel 58), is probably similar to Milwaukee's three other network affiliates with local newscasts. Just one thing is missing one year after the station launched its local news show - an audience that beats any other station in the ratings.

"I want to make the point from the bottom of my heart that we have a very bright and energetic staff," said station manager Jim Hall.

That said, Hall and the rest of the station's management acknowledge they have a long way to go before they earn the eyes of Milwaukee TV news viewers, let alone turn the WDJT news into a profit center. Local newscasts are typically the cash magnets of network affiliates.

"The news has not been an instant success," said Howard Shapiro, president of Weigel Broadcasting Co., Chicago, which owns WDJT. "The numbers are not what we'd like them to be by a long shot."

Channel 58's news has been mired in last place since its debut and the ratings have not improved, even with the help of the new antenna tower. The 5 p.m. and 6 p.m. newscasts draw barely 1 percent of Milwaukee-area TV households, according to Nielsen Media Research.

"The increased power that they have because of a bigger stick hasn't translated into higher (ratings) numbers," said Terry Gaughan, station manger at WVTV-TV (Channel 18) and WCGV-TV (Channel 24).

Based on the lackluster results thus far, WDJT's management has embarked upon a revamp of its local newscast and an expansion to weekend newscasts. Channel 58 now presents local news at 5 p.m., 6 p.m. and 10 p.m. weeknights. Hall said the station will complete planning the new strategy within 45 days.

The makeover of WDJT's newscast is necessary not only because of the program's poor ratings but also because...