More Marketing Brilliance

As noted before, local station WFTV's billboard placement was obviously not the product of extensive research. Now, their "sister station," WRDQ Action 27 (home page not linked due to annoying Flash and very loud sounds) is promoting their 10:00 evening news as "A Fast-Paced Newscast That Won't Waste Your Time." Which, to me, begs the question: As compared to what? To the 10:00 newscast the WTFV team used to provide to competitor station UPN-65? Or to the WFTV 11:00 newscast produced by the same team and starring the same anchors?