It's odd that a company could do business in a community for so long without learning anything of that community's nature and values.

I'm talking about Hubbard Broadcasting, a Minnesota firm that some 20 years ago bought the NBC television affiliate in Rochester, New York -- WHEC, Channel 10.

Today, or soon, Hubbard is going to destroy a significant amount of whatever goodwill it has built up over those two decades. Suspecting that Hubbard places no premium on goodwill, let me put that in a way the company may understand: Hubbard is about to tank the financial value of Channel 10.

It is firing Kevin Williams.

One of the most successful local television meteorologists in America, and a Channel 10 employee for 21 years, sources at the station say management has decided not to exercise the option year on his contract. When it runs out at the end of this month, he will be off the payroll. Away for a week on family business, it is uncertain if he will be seen on Channel 10 again.

Somewhere, over some ledger, with some consultant, calculating some management bonus, this apparently makes sense. But in the homes and hearts of Channel 10 viewers, this is nuclear.

This is the management suicide vest that will send viewers and advertisers reaching for the remote.

Which gets back to the community's nature and values.

Rochester is loyal. We like our own.

And the key to broadcasting success in the Rochester market is longevity and familiarity.

Period. No exceptions. It ain't gonna change.

Kevin Williams is the affable expert on Channel 10, the happy uncle who is both pretty damn smart and completely reliable. Reliable as to the accuracy of his forecasts, and as to his comfortable and cheering presence.Sacking him, at the peak of his powers and popularity, will be seen as a direct offense against the viewers, and the advertisers who seek the favor of those viewers.

The belief that everyplace is the same, and that what works in Market A will work in Market B, is the poisonous philosophy that has castrated and cobbled American broadcasting. Towns are different. They have their own attitudes and cultures, their own way of doing things. And when bosses put the wrong shoe on the wrong foot, they are apt to get it up their arse.

Which is what will happen to Hubbard's Rochester property.

Let me repeat: The key to broadcasting success in the Rochester market is longevity and familiarity.

In Rochester television, Hubbard's Channel 10 ratings and revenues have been crimped for decades by Channel 13 -- the ABC affiliate. Not that that news operation is head and shoulders better, but that the managementphilosophy for a generation has been to retain people and promote personalities. Each one of Channel 13's newscasts features one or more long-term employees who have been taken to the hearts of viewers.

At Channel 8, the CBS affiliate, management has put together anchors who probably wouldn't do well with the consultants, but who -- because they are local, affable and durable -- do very well with viewers.

People don't turn on the news to see your new gee-whiz graphics. They aren't swayed by your production values and promotional capabilities. They may not even notice which station has what stories or what stories first.Rochester people turn on the news to see their friends.

And Kevin Williams is Rochester's friend.

And Hubbard Broadcasting is about to backstab Rochester's friend.

Which gets to another Rochester value: If you screw with my friend, you screw with me.

We're a loyal town, and his brand is better than yours. And if you turn your back on our buddy, we're going to turn our back on you.

And that translates into numbers -- in the ratings, and in the revenues.

And that is something Hubbard Broadcasting ought to think about.

Whether it wants to hold Channel 10, or put it up for sale, it will diminish its value with the audience and, consequently, diminish its value in the marketplace.

Maybe in an office in another time zone, disappearing Kevin Williams makes sense. Maybe he can be replaced by someone cheaper without a meteorology degree. Maybe simply pretending he never existed is the corporate way.

But it's not the Rochester way.

And this is a perspective Hubbard may want to consider.

Because I can guarantee this: It will be much more expensive to lose him than to keep him.