KCTV, Gray’s CBS affiliate in Kansas City, launched a new weather brand, “First Warn 5 Weather”, across all its platforms.

“The primary goal of First Warn 5 Weather is to keep our viewers prepared, safe, and secure,” says Curtis Miles, KCTV’s GM. “This new position allows us to highlight what we know about upcoming severe weather when we know it.”

The focus of the brand is to give the viewer a heads up and warn them of meaningful changes in the forecast that lie ahead.

As part of the First Warn 5 Weather messaging, the station will call for a “First Warn Weather Day” when there is severe or dangerous weather in the forecast. On these days, KCTV5’s newscasts and digital platforms will focus primarily on the weather threat to help prepare and keep people as safe as possible.

“Viewers in Kansas City have made it abundantly clear they are interested in forecasts that are forward-looking, especially when it’s weather that can impact their day, their weekend, or even their family’s safety,” says Josh Morgan, KCTV’s news director. “First Warn 5 Weather is a promise to prioritize, in advance, any weather event that could affect their daily lives.”

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