Tribune owned WHO is adding a 4PM newscast starting next week. The station says that it is an effort to give viewers another option to get their news.

Of course the reality is that millions of political dollars will be up for grabs from now until 2016. Politicians love buying news avails and more news means more avails.

But, the station is never going to come out and say that's why they are adding another newscast.

So, what did they say?

“This is a newscast we’ve built from the ground up,” says WHO President and General Manager Dale R. Woods. “Gathering news and information is changing. But the way Iowans are consuming that news is changing even faster. This will be a newscast unlike any other in which our viewers will have a voice and help determine our direction in each broadcast.”

“Each 4pm newscast will start with a blank slate and fresh ideas,” says WHO-HD News Director Rod Peterson. “This newscast will be more elastic so that we may expand on stories our viewers are actively-engaging in and share those viewpoints.

I'm sorry, I just threw up in my mouth a little.