Today marks my first post on this blog and the beginning of November "sweeps" 2011. TV advertising rates are determined during four sweeps periods per year. November is arguably one of the two most important. WMC/Action News 5 has traditionally been the dominant station in the Memphis market. However, WREG is an extremely close competitor (particularly at 10:00) thanks to a strong CBS prime-time line-up. This makes Memphis one of the most competitive markets in the country ratings-wise. Sweeps periods usually bring giveaways, special reports that are endlessly teased, and much more tense work environment. I look forward to chasing down as many breaking news opportunities as possible.