Most TV stations’ branding efforts revolve around their news, which makes sense given that they often air five, six or more hours of it a day, which accounts for more than 50% of the station’s revenue. But when you’re an independent station with only an hour of news produced by another station in the market, […]
Most TV stations’ branding efforts revolve around their news, which makes sense given that they often air five, six or more hours of it a day, which accounts for more than 50% of the station’s revenue.
But when you’re an independent station with only an hour of news produced by another station in the market, and no network affiliation, you really need to establish an identity so viewers know who you are and what you offer.
WMLW, the Weigel Broadcasting independent in Milwaukee, re-launched itself on Monday as “The M,” as in “The M Means Milwaukee,” accompanied by a new look and some new programming.
“It’s really a brand refresh,” says Mark Strachota, WMLW’s general manager, noting that the station had used “WMLW Means Milwaukee” in the past.
“It’s a fun brand for a station that airs a lot of comedies. With the strength of our programming combined with the CBS 58 News at 9 p.m., The M is a great choice for Milwaukee viewers.”
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