In this episode of Coffee with Cool People, host Chip Munn talked with Robert Raff, Vice President and General Manager of WBTW, about the past, present, and future of local television.
Raff’s story begins early. As a fifth grader, he first stepped into television on the show Wonderama. By college, he had built his own student-run TV station from scratch. That entrepreneurial spark carried him through more than 30 years in the Midwest, where he built and ran stations across Minnesota, Wisconsin, and Kansas. Eventually, Raff returned to the Atlantic coast, taking charge at WBTW in Myrtle Beach with a mission to prepare the station for its next chapter.
That chapter is WBTW+, a new streaming platform dedicated to hyper-local programming. For Raff, it is not just about keeping up with the times. It is about capturing the magic of storytelling, the energy of production, and the authenticity of community connection. “Everything in my life is fact-based,” he told Chip, underscoring his lifelong commitment to journalism.
WBTW+ represents more than just another channel. Raff sees it as a chance to “start over, take chances, and just be neighbors.” His vision includes expanding community-focused franchises like Positively Carolina, showcasing anchors and reporters in more personal ways, and even opening the door for creators and neighbors, like Chip himself to launch original content.
Raff’s love for television is matched by his love for adventure. A native of Amityville, Long Island, he is a proud husband, father, and longtime RV enthusiast. When the time comes to retire, he plans to travel the country, and perhaps even create an RV show for WBTW+. His favorite fictional character, Indiana Jones, reflects his outlook: always chasing new ideas, unafraid to fail, and willing to embrace the unknown.
Chip noted during their conversation how Raff’s career bridges two eras: the golden age of broadcast television and the digital-first future of streaming. In Raff’s hands, that bridge is about more than technology. It is about using local media to help people feel part of a neighborhood again.
As Raff put it, the industry is in a moment not unlike its earliest days. There is risk, but also enormous opportunity. His work with WBTW+ is just the beginning, setting the stage for a more human and community-driven approach to news and storytelling.
