A search of YouTube reveals some recent news image spots on the air in Australia, Cleveland, Fort Wayne, Sacramento and Jacksonville.
How do news organizations in other parts of the world advertise themselves? Australia, for example. Here’s a new promo for 7News Brisbane, a television news service of the Seven Network, a major Australian commercial free-to-air television network.
Substitute the news talent, the locations, the B-roll and the copy, and it’s not much different than the type of news promo you might see for a station here.
Remember when we used to turn the channel on our TV set to watch the news? We’re so much more than television these days. Here’s a pretty well-executed promo from WKYC, Tegna’s NBC affiliate in Cleveland, about all the places you can connect with the news.
Here’s a slick spot from WKYC that promises its investigative reports will tell me the whole story. It has all the elements of a compelling investigative spot — the music, tight shots of the investigative reporters, interesting B-roll, and a crime-type bulletin board for dramatic effect. And the announcer does a good job with the copy. I just feel as if there’s too much copy, and not enough reporter examples. What do you think?
A winter weather promo from WPTA, Quincy Media’s ABC-NBC affiliate in Fort Wayne, Ind., that reverses the results of a winter storm to make the point that WPTA’s weather forecasts will keep you one step ahead of winter.
You’ve got a new morning news anchor who needs exposure. You want to get his name, face and where he works recognized. Here’s a fun, creative spot from KOVR, the CBS O&O in Sacramento, Calif., that not only mentions the anchor’s name often, but shows him to be fun. I like spots that surprise viewers, lure you with one mood, then changes it altogether, and then repeats the pattern. Never assume that viewers know who your talent are. Always take the opportunity to have your talent identify themselves, even if they’ve been there for 20 years. But especially when you have someone new.
News anchors who report are a very promotable difference for a news organization. They don’t just sit behind the anchor desk. They’re out on the streets reporting. If you believe this sets you apart and resonates with viewers, there are so many creative ways to keep this idea fresh. Here’s the spot from WJAX, the CBS affiliate in Jacksonville, Fla., operated under a shared services agreement by Cox.
WWBT, Gray’s NBC affiliate in Richmond, Virginia (DMA 54) needs a marketing producer, a top-tier video and graphics producer. In this position you’ll be a one-stop shop for all things creative. Write, shoot and edit station image and special report promotions. A passion for video production is essential. You need to start with established Premiere and After Effects skills in your pocket. Click here for more specifics and how to apply.