KWTX, the CBS station in Waco, Texas, is using a 90-second news promo to promote an hour-long special report, After West, Forever Forward, which airs on April 17 at 6 p.m. The documentary chronicles the fire and explosion of the West Fertilizer Co. in West, Texas, one year ago and the recovery of the people who live there. Why 90 […]
KWTX, the CBS station in Waco, Texas, is using a 90-second news promo to promote an hour-long special report, After West, Forever Forward, which airs on April 17 at 6 p.m. The documentary chronicles the fire and explosion of the West Fertilizer Co. in West, Texas, one year ago and the recovery of the people who live there.
Why 90 seconds?
“Certain content deserves more,” said Mike Wright, KWTX general manager. “If we can’t invest 90-seconds to honor this city [West] and its citizens, then what good are we? We’ll find time on the log for something that changed so many of our viewers’ lives.”
The fire and explosion killed 15 people, including 12 first responders. More than 160 people were injured and dozens of buildings and homes were either heavily damaged or destroyed.
After West, Forever Forward will air commercial-free.
Jon Black, KWTX’s promotions director, said the 90-second promo was shot and edited by the station’s chief photographer, Jim Peeler, and was intended to be the program open. But when they showed it to Wright, it thought it was “so powerful, so strong”, he said it should be the promo for the special.
After West, Forever Forward tells the story of what happened that night and examines how the town has recovered over the past year. It is narrated by survivors of the explosion, family members who lost loved ones, first responders, volunteers, and elected officials who all share how their lives were forever impacted by the explosion.
Once in a while, you hear about something that a TV station is doing and you think, “that’s what’s right with this business.”
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