David Hershey’s creative services staff at KTVT in Dallas had a dilemma. They needed to come up with a promo to introduce their new anchor, Kaley O’Kelley, for the 5, 6, and 10 p.m. newscasts. The spot should show the new anchor as smart, friendly, fun, a regular gal who can fit into the North […]
David Hershey’s creative services staff at KTVT in Dallas had a dilemma. They needed to come up with a promo to introduce their new anchor, Kaley O’Kelley, for the 5, 6, and 10 p.m. newscasts.
The spot should show the new anchor as smart, friendly, fun, a regular gal who can fit into the North Texas culture there at the CBS O&O in the Dallas-Ft. Worth.
But the staff also needed to come up with a concept for KJKK-FM, 100.3 JACK-FM, the CBS Radio station in town, with an adult hits format. That spot should feature its slogan, “We Play What We Want,” and offer some samples from its playlist.
What did they do? They combined both objectives into one spot.
I don’t know whether they should be disciplined or decorated.
In one of the more inventive and memorable spots to introduce a new on-air talent in town, a common challenge in local TV news, KTVT’s Hershey and staff came up with an approach that’s sure to resonate with viewers.
When you move into a new town, one of the first things you do is find the radio stations in your car playing the music you like, right?
Having a partnership with a top-performing radio station in town that fits your target demo can be a huge competitive advantage. Instead of just popping up on the radio for the 20 days during the three sweeps periods, just like every other TV station in town, you have the opportunity to reach viewers on another screen all year.
Don’t own a radio station in your market? Find a station or group that performs well in your target demo and create a partnership that benefits you both. Leverage your sweeps co-op dollars to sweeten the deal. It’s a new way to see radio.
https://www.youtube.com/watch?v=ESA6LOaCXMA
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