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Tom Keeler Appointed as VP & GM at KOIN and KRCW


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Nexstar has appointed Tom Keeler to Vice President and General Manager of its broadcast and digital operations in Portland, OR, overseeing KOIN-TV (CBS), KRCW-TV (CW), KOIN.com, and their related social media channels.

Mr. Keeler will assume his new responsibilities immediately and report to Matthew Rosenfeld, Senior Vice President and Regional Manager for Nexstar Broadcasting.

Mr. Keeler brings more than twenty-five years of broadcast management, programming and sales experience to his role at Nexstar. This appointment capitalizes on his familiarity with the Portland market, where he worked earlier in his career as Local Sales Manager for KWBP-TV from 1999 to 2003. That station became KRCW-TV in 2006 and is now part of the Nexstar family of broadcast stations. As Local Sales Manager, he was credited with developing a sales plan that tripled the station’s in-market revenue share.

Since 2015, Mr. Keeler has served as the Vice President and General Manager of WISC-TV (CBS), Channel3000.com, TVW, Phase 3 Digital, and Madison Magazine, in Madison, WI (DMA #81). Mr. Keeler was responsible for developing long-term strategy and for overseeing all aspects of the day-to-day operations of these local media businesses. Prior to leading WISC-TV, Mr. Keeler served as President and General Manager of KGBT-TV, TV Azteca, Valleycentral.com and Valley Central Digital in Harlingen, TX (DMA #83), where he and his team were responsible for increasing the station’s commitment to local content by adding a Noon newscast and expanding Spanish-language programming on the subchannel, TV AZTECA Del Valle Rio Grande.

Throughout his career, Mr. Keeler has consistently grown revenue and profitability by identifying and cultivating accretive non-traditional revenue through a variety of innovative cross-platform marketing initiatives and sponsorship opportunities. Mr. Keeler understands the importance of creating unique and innovative strategies for advertising and marketing clients as well as connecting local businesses with non-profit organizations to achieve mutual outreach and local service goals. Under Mr. Keeler’s leadership, WISC-TV launched two new local newscasts, “Live at 4” and “News 3 Now Weekend Morning,” adding 8.5 hours per week of locally produced content to the station’s programming schedule. During his tenure, WISC-TV won numerous national and regional Edward R. Murrow Awards for journalistic excellence and was been recognized in successive years by the Wisconsin Broadcasters Association as the state’s “Station of the Year” and “News Operation of the Year.”

“Tom’s proven leadership experience as a broadcast and sales executive, coupled with his results-driven skillsets and previous local market knowledge of the Portland community, all make him the ideal candidate to lead our growing broadcasting and digital entities at KOIN-TV, KRCW-TV and KOIN.com,” said Mr. Rosenfeld. “Tom has a deep understanding and natural talent for developing exclusive local content for viewers and digital users and creating effective cross platform marketing solutions for advertisers and community partners. His track record of high performance over the past two decades in his previous roles will serve him well as the leader of Nexstar’s Portland operations. We welcome Tom into the Nexstar Nation, and we look forward to celebrating the continued successes we have achieved to date through our dedicated Portland team.”

Commenting on his new role, Mr. Keeler said, “I am grateful to Nexstar for the unique opportunity to oversee its Portland broadcast and digital operations at KOIN-TV, KRCW-TV and KOIN.com, and to return to the city that launched my broadcast management career over 21 years ago and one that we call home. The staffs at these operations are talented, experienced and committed, and together, we will work to continue generating results for our clients and enhancing the overall experience for our dedicated viewers and digital users. Nexstar’s strong commitment to superior local content production and service, combined with its scalable diversified marketing solutions, will deliver distinct competitive advantages for our clients. Coming back to Portland fulfills a career dream and a promise I made to my wife 17 years ago that we’d return one day to the beautiful City of Roses.”

Mr. Keeler earned his BA in journalism from Ohio University, a BA in Broadcast/Station Management from Arizona State University, and a master’s degree in Mass Communication from Arizona State University. He is an active participant in industry-related associations, having recently served as a member of the National Association of Broadcasters Small Market Television Exchange Planning Committee, and on the board of directors for a variety of community organizations, including the American Cancer Society.

Mr. Keeler and his wife, Heather, will be immediately relocating to Portland with their three children, Caitlin, Cooper, and Carin.