When Jim Longworth began his broadcasting career in 1970, most people only had three TV networks to watch. There was no Paramount+, Hulu, or Netflix. There was no such thing as DirecTV, and less than 10 million households even had cable. What folks DID have was a plethora of local television programs to watch. There were programs that featured news makers and sports stars. There were shows targeted to women and children. And, there were locally produced specials and documentaries.
“I was lucky enough not just to be influenced by local programming, but to be a part of it as well,” Jim told me.
That luck included everything from running studio cameras, to reporting, doing weather, and producing prime time specials, such as a half-hour show with legendary comedian Red Skelton, which was taped before a live audience at WFMY in 1978. Jim produced and appeared in his own kids’ show in Charlotte, then hosted a live, daily talk show in Richmond before starting a production company which produced and syndicated public affairs programs that focused on everything from healthcare and education, to business and government. It was all leading to his most enduring venture in his own hometown. I sat down recently with Jim to reflect on the upcoming 1,000th episode of Triad Today.
Pam: When did you create Triad Today, and why?
Jim: I came back home to Winston-Salem in 2002 to help look after my parents, and one day while watching TV with my dad, I realized that with the exception of news, all other local programs had pretty much disappeared from the Piedmont broadcast landscape. That’s when I created Triad Today, and we’re now in our 21st year.
Pam: Do you remember the first broadcast?
Jim: Do I remember it? How old do you think I am?
Pam: 70.
Jim: You didn’t have to answer that. It was a rhetorical question.
Pam: OK, so what was the first show like, and how has Triad Today changed over the years?
Jim: he first broadcast was on October 3, 2003, and it featured a debate over the proposed baseball park in Greensboro. Former Mayor Jim Melvin spoke in favor of the project, which soon became a reality. Before leaving the studio, Melvin said to me, “This is kind of a third-rate setup you have here.”
Pam: Did you take offense at that remark?
Jim: No, because he was right. During that first year, the Triad Today studio set consisted of a plain black wall, a grey drape, and three director’s chairs. It looked like we were shooting the show in a bus station basement.
Pam: Bus stations don’t have basements.
Jim: What are you, a CNN fact-checker?
Pam: In spite of the sparse studio set, along the way you managed to win the prestigious Spectrum of Democracy Award, and were recognized by Congress for your commitment to voter education. How did those honors come about?
Jim: Because during every election cycle I give free air time to candidates in high-profile races, including interviews with folks like Senator Elizabeth Dole and her challenger, the late Kay Hagan. We’ve also had candidates for Governor come from all over the state to appear on Triad Today, and we’ve featured a number of Congressional candidates from Piedmont area districts.
Pam: In every show you also interview community leaders who focus on a wide range of topics. But the most popular segment each week is the Roundtable. How did that evolve?
Jim: I called it the Roundtable because I would throw out topics and then have local journalists and civic leaders comment. During the first year, the Roundtable gang consisted of former WFMY legend Lee Kinard and news reporter Leonard Simpson. Later I expanded the Roundtable to include two regulars (journalist Ogi Overman and civic leader Keith Granberry), along with a rotating panelist from the world of business, politics, education, and the arts.
Pam: At the end of each Roundtable segment, you comment on a funny item in the news, then embellish it with a humorous twist. How did that come about?
Jim: I stole that from the late great David Brinkley who as host of “This Week” on ABC, would end each show by commenting on a funny news story.
Pam: Your jokes don’t always go over though, right?
Jim: No, and thanks for reminding me. That’s correct. Sometimes the Roundtable gang laughs and sometimes they groan.
Pam: Can you give me an example of a funny one?
Jim: “The Greensboro Science Center just announced the addition of a sloth to their exhibits. The sloth will sleep at the center at nights, but he’ll keep his day job at the post office.”
Pam: I don’t imagine local postal workers appreciated that joke.
Jim: No, so I apologized to them on air. I would have mailed my apology, but…
Pam: Never mind, I get it. In addition to interviewing various community leaders each week, Triad Today has also featured a number of celebrities. Who were some of your favorite special guests?
Jim: The Rev. Jesse Jackson was a great guest. In fact, we did an entire half hour with him. I recall asking him if voter apathy was the biggest problem in America, and he said, “No. Voter suppression.” Golfing legend Arnold Palmer was another memorable guest. He was a real gentleman and could make you feel like you were the only person in the room. Then there was Ed Asner who made a pass at you right in front of me. In fact, he actually licked the side of your face.
Pam: Yeah, that was interesting. So, who was your most memorable guest, or the most famous person you ever interviewed?
Jim: Well, there’s a difference between most famous and most memorable. Over the past 54 years, I’ve been fortunate to interview hundreds of really famous folks like Bob Hope, Elizabeth Taylor, Dick Van Dyke, Angela Lansbury, and Bryan Cranston. But when it comes to the most memorable, then hands down, that was NASCAR legend Richard Petty.
Pam: Why?
Jim: Triad Today was only about ten shows into the first season and still trying to attract an audience, so Richard agreed to appear and promote Victory Junction, which was yet to open. The night before taping, Richard’s secretary called me and said that he and Kyle had to fly to Detroit for a sponsor meeting and because of that, Richard wouldn’t be able to do my show. I was devastated because Richard would have put Triad Today on the map, plus we had promoted his upcoming appearance. Nevertheless, I went ahead with the show, and midway through taping, I heard a commotion just outside the studio door. In walked Richard, who promptly sat down next to me and did the interview. Afterward, I learned that he had left Kyle in Detroit and took a plane back to Greensboro that morning just so he could do my show. Off camera I said to Richard, “I really appreciate your being here, but why would you leave an important sponsor meeting in Detroit to be on my little TV show?” “Because I give you my word,” said Richard. To this day and until the day I die, I’ll always get goosebumps when I remember that moment. It says all you need to know about The King.
Pam: What’s the goal of Triad Today, and has that changed over the past two decades?
Jim: Some things have changed, like my waistline and the color of my hair, but our mission has never changed, which is to facilitate discussions with movers and shakers who help to impact our community in a positive way and improve quality of life for every population. Sometimes that involves making folks aware of job training opportunities or reminding them of the importance of mammograms and wellness exams. Sometimes we promote the arts and cultural activities, and other times we help to lobby for much-needed legislation and public policy initiatives, like the work we did to push for reparations for victims of forced sterilization.
Pam: One last thing. Why is it that you’ve never invited me to be on Triad Today?
Jim: Because I don’t believe in nepotism. I learned that from Ricky Ricardo who never wanted Lucy to perform in his nightclub.
Pam: OK then Mr. Ricardo, let’s see what happens the next time you want something from me.
Jim: On second thought, how’d you like to be on the show next week?
Pamela Cook-Longworth is president of Pam Cook Communications and the reluctant wife of Jim Longworth. Triad Today airs Saturdays at 7:30 a.m. on abc45, Sundays at 11 a.m. on MY48, and streams on wfmy+.
Triad Today to Air 1,000th Episode (special by Pam Cook-Longworth)
When Jim Longworth began his broadcasting career in 1970, most people only had three TV networks to watch. There was no Paramount+, Hulu, or Netflix. There was no such thing as DirecTV, and less than 10 million households even had cable. What folks DID have was a plethora of local television programs to watch. There were programs that featured news makers and sports stars. There were shows targeted to women and children. And, there were locally produced specials and documentaries.
“I was lucky enough not just to be influenced by local programming, but to be a part of it as well,” Jim told me.
That luck included everything from running studio cameras, to reporting, doing weather, and producing prime time specials, such as a half-hour show with legendary comedian Red Skelton, which was taped before a live audience at WFMY in 1978. Jim produced and appeared in his own kids’ show in Charlotte, then hosted a live, daily talk show in Richmond before starting a production company which produced and syndicated public affairs programs that focused on everything from healthcare and education, to business and government. It was all leading to his most enduring venture in his own hometown. I sat down recently with Jim to reflect on the upcoming 1,000th episode of Triad Today.
Pamela Cook-Longworth is president of Pam Cook Communications and the reluctant wife of Jim Longworth. Triad Today airs Saturdays at 7:30 a.m. on abc45, Sundays at 11 a.m. on MY48, and streams on wfmy+.