In 2020, local TV news branding and marketing was very different. What about in 2021? What messages are you crafting about your news coverage?
In 2020, local TV news branding and marketing was very different. More emotional, more inspiring and more reassuring as a reaction to the events viewers were witnessing.
In a March 16, 2020, column, Local TV News Promos Reassure Viewers, I wrote that the coronavirus story was as local as it gets, “towns, cities, counties and states are reacting to the situation they face which may be unlike what other towns, cities, counties and states are doing. And everything is changing so fast, it’s hard to keep up with all the information.”
And I added: “The one place keeping millions of Americans informed to the rapid disruptions in their daily lives, right down to where they live, is local TV news.”
I believe that was true then and I believe it’s true today.
In 2021, the story, in terms of the coronavirus, is the vaccine. Where and when, and who will be able to get a vaccine in their town, city, county and state.
What messages are you crafting about your news coverage? Unless I hear from you, I have few resources to find those examples.
So this week, I found a few examples randomly searching on YouTube.
But I’d much rather share the ones you send me, and are willing to talk about them.
I’m not hard to find. My email and phone number are at the top of every Market Share column.
I found this spot from WKYC, Tegna’s NBC affiliate in Cleveland. Like many of the news image promos launched in 2020, it’s 60 seconds, which gives the spot a chance to grab you and tell a story. Yes, better days are ahead, I feel it.
Here’s a spot from WFTV, Cox’s ABC affiliate in Orlando. Interesting approach to promote the ongoing vaccine story.
In Jacksonville, Fla., WTLV and WJXX, Tegna’s NBC-ABC duopoly known as First Coast News, created this Proof of Brand (POB) spot, part of which showcased its vaccine coverage.
And here’s another promo from First Coast News that’s really good. I like how they shot and edited it. It clearly shows the feisty personality of their traffic reporter. Don’t make her pull over!
WXIN/WTTV, Nexstar’s Fox and CBS affiliates serving Indianapolis, Indiana (DMA 25) are looking for a Promotion Manager. This position will help drive the marketing of two powerful TV stations in the Indianapolis market. WXIN FOX59 and WTTV CBS4 broadcast 89 hours of local content every week. The duopoly provides the Promotion Manager with the unique opportunity to help lead two different brands in both on-air and digital executions. Click here for more specifics and how to apply.