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The Twin Falls DMA covers Idaho’s Magic Valley, extending into northeast Nevada, with a diversified economy of agriculture, dairy, food processing, outdoor recreation, and growing tech and logistics sectors. Media outlets report on water management, public lands, transportation, and workforce development, while covering the thriving tourism economy around the Snake River Canyon, Sun Valley, and Shoshone Falls. Residents rely on broadcast TV, radio, and bilingual digital outlets for coverage of severe weather, community events, and regional policy.
Gray Television operates KMVT CBS 11 along with CW6 and FOX-affiliated KSVT, while Sinclair Broadcast Group owns KSAW ABC 6. Idaho News 6 (KIVI) and Boise-based stations provide supplemental coverage, and public broadcasting is delivered by Idaho Public Television and Boise State Public Radio. The Times-News, BoiseDev, Idaho Capital Sun, and Magic Valley News collaborate on digital and print coverage of agriculture, environment, and civic issues.
The Federal Communications Commission coordinates spectrum across mountainous terrain to maintain Emergency Alert System availability for winter storms, wildfires, dust storms, and irrigation infrastructure incidents. Idaho Office of Emergency Management, county emergency managers, and tribal partners conduct annual drills with broadcasters focusing on IPAWS integration, drought communication, and bilingual messaging for farmworkers.
KMVT, KSAW, and regional Boise stations stream newscasts, weather, and investigative pieces via station apps and connected TV platforms. The Times-News, BoiseDev, and Idaho Capital Sun provide newsletters, podcasts, and social media coverage on economic development, housing, and education, while Spanish-language digital outlets and farm bureaus deliver agricultural resources and emergency alerts.
Broadband access is expanding through Idaho’s Broadband Advisory Board, USDA ReConnect grants, and Magic Valley Electric Cooperative fiber projects, improving connectivity for rural communities and agricultural operations. Transportation corridors, including I-84 and U.S. 93, utilize smart sensors and traffic data shared with stations for commuter and logistics reporting.
Dairy, potato, and sugar beet producers monitor radio, TV, and weather apps for irrigation outlooks, commodity prices, and workforce updates. Manufacturing and logistics companies rely on news apps and email alerts covering workforce training, transportation projects, and economic incentives.
Farm bureaus, cooperative extensions, and community colleges collaborate with media for webinars, podcasts, and bilingual newsletters on innovation, sustainability, and ag-labor support, ensuring timely communication during planting and harvest seasons.
Tourism operators track weather, traffic, and public land updates through station apps, social media, and city/park livestreams to inform visitors about conditions at Shoshone Falls, Sawtooth Mountains, and Snake River Canyon. Outdoor recreation enthusiasts consume weekend newscasts, YouTube, and podcasts for fishing, skiing, mountain biking, and BASE jumping coverage.
Faith organizations, nonprofits, and civic groups livestream services, public forums, and community events through Facebook and YouTube, reaching rural and multilingual audiences throughout the Magic Valley.
| Indicator | Latest Figure | Source |
|---|---|---|
| DMA population | approximately 340,000 residents (2023) | U.S. Census Bureau |
| Television households | about 140,000 TV homes, rank 147 (2024-2025) | Nielsen DMA Rankings |
| Median household income | roughly $62,000 across Twin Falls and Jerome counties (2022) | U.S. Census Bureau ACS |
| Broadband availability | 85% of households with 100 Mbps access | Idaho Broadband Advisory Board |
| Agricultural production value | approximately $5.2 billion annually (dairy, potatoes, crops) | Idaho Department of Agriculture |
| Shoshone Falls visitor counts | over 500,000 visitors annually | City of Twin Falls |
| College of Southern Idaho enrollment | about 10,000 students (2023-2024) | College of Southern Idaho |
The 2024 Boise State University media trust survey shows 62% of Magic Valley residents trust local news outlets for agriculture, water, and civic coverage, compared with 28% for national media. Newsrooms publish transparency statements, source lists, and community listening sessions to incorporate feedback from agriculture, tourism, and tribal stakeholders.
Collaborative reporting between KMVT, Idaho Capital Sun, The Times-News, and the Idaho Statesman produces bilingual explainers on water policy, housing, and health resources, shared across radio, email newsletters, and social media channels.
Sports fans follow Boise State Broncos, Idaho Vandals, CSI Golden Eagles, and regional high school athletics via local broadcasts, SWX sports, and streaming. Outdoor lifestyle coverage (fishing, hunting, adventure sports) performs strongly on weekend newscasts, podcasts, and YouTube channels, driving tourism and community engagement.
Podcast and newsletter consumption includes BoiseDev, Magic Valley News updates, Idaho Capital Sun, and public media podcasts. Younger audiences engage with TikTok and Instagram creators showcasing food, events, and outdoor experiences, while faith communities and civic organizations livestream meetings and cultural programming for broad regional access.
