Scripps owned WKBW in Buffalo sits deep in last place in the news ratings at 11PM (along with pretty much every other time slot). 

So, they are now resorting to bribery to try and get viewers to watch the low rated station. WKBW is now putting a "secret" phrase in the newscast and the 7th caller to Channel 7 (isn't that cute) will get a new iPad. 

The station is doing the bribe throughout the Feb book.

"I'm not a huge fan of giveaways," WKBW GM Michael Nurse said. "I don't know if it is a ratings driver. We feel it was a way to reinforce our brand (slogan) of 'Everywhere' without damaging our credibility."

Read that last line again and try not to snicker.