I'm sure Tegna research shows that a "softer" morning show is likely to be more successful. But how soft can you go?
What's unclear to me is why TEGNA is taking the station in the direction they're going.
KING5 was the market leader in all, or nearly all newscasts, for decades. They have a strong following doing what they're doing. If you're a follower, you try to differentiate yourself from your competitors to gain marketshare. If you're the leader, you should keep doing what you're doing as long as the numbers are good.
I haven't seen newscast ratings in a long time. Is KING's position falling? As the broader market for broadcast news tanks, is KING losing more or less than expected? Do they believe that the switch to softer in the morning will help either shore up their losses or grow the market?
Or is TEGNA simply rolling out the same format across all stations across the country, assuming that every market will respond the same? Doing that, I suspect, is something that is fraught with peril but may not seem that way when you're looking at the 36,000ft level from HQ.
EDIT: Also - Remember when KING launched the 7-9 newscast on KONG? They went soft... really soft with that product. They built a new set (also used for the 10PM news on KONG). They hired a dedicated features reporter (Jane McCarthy's husband, whatever his name is), etc.
It didn't last long. Slowly the 7-9 morphed to match the earlier AM product, and they've been most indistinguishable from each other since.