Usually, the promos for TV stations’ special report stories in sweeps are all different in their styles — the look, the graphics, the production, and in tone and feel. Even the special reports themselves often get names that are used in the promos usually with an end graphic. Producers like that because it gives them a […]
Usually, the promos for TV stations’ special report stories in sweeps are all different in their styles — the look, the graphics, the production, and in tone and feel. Even the special reports themselves often get names that are used in the promos usually with an end graphic. Producers like that because it gives them a chance to be creative. While that approach may help to drive tune-in on a particular night for a particular story, branding experts look for a way unite all of these efforts into a cohesive, consistent message regardless of the story topic.
I really like what NBC-owned KNTV San Francisco is doing with their special report promos for May. Creative Service Director Wes Rodda and his staff have unified the divergent subject matters of their investigative team’s stories by giving them all a consistent look, feel and sound. They each open the same way, use the same cut of music and end the same way, with an announcer and graphic close that reinforces the one point that’s consistent throughout the different stories: NBC Bay Area News, We Investigate.
The tone of these promos says hard news, serious, straightforward, right down to the read of the announcer. To me, these spots scream investigative, big-city stories by a TV station that has the access and the resources to go deep. While designed to increase tune-in during the important May sweeps, these carry the added message that KNTV is the station to turn to for investigative stories any time.
Don’t forget to send me your May sweeps spots. Here’s what I need — a YouTube or Vimeo link to any examples you want to share, along with a short explanation about it if you want.
Look for more examples every afternoon.
For competitive reasons, it might be best to submit only those promos that are already on your air. Make sure you get the permission of station management.
My email and phone number are at the top of the column.
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