What’s that sound? A creative promo for NBC’s WVIT Hartford, Conn., about an incessant noise driving residents nuts resulted in big ratings the night the story aired.
What’s that sound?
That’s what residents in some neighborhoods located in the market covered by WVIT Hartford, Conn. (NBC CT), were asking about a nagging sound that was keeping them up at night. The difficult-to-explain, incessant noise was driving them nuts.
Lorraine Roe, the station’s executive producer of special projects and investigations, says the NBC CT Responds team found a group on social media sharing stories about the sound.
“Our team did multiple interviews and found out that the Bristol health department confirmed there was a problem,” Roe says, adding that her team was able to capture the sound that was an essential part of the promo for the story.
The story was done by reporter Caitlin Burchill and photographer Steve Pancione and aired on Feb. 22 in the 11 p.m. newscast.
Roe says when Ryan Perri, NBC CT’s promotion manager read the story, he had an idea.
“His use of the sound was essential in the promo.” Roe says. “He starts with a whisper and then raises questions and introduces the actual noise heard by neighbors, coupled with locals talking about the noise at a public meeting.”
Roe says the station had an “overwhelming response from the community. Several newspapers followed with their own reports and we had an outpouring of emails and social media responses, including many messages of Bristol residents feeling validated by our story.”
Roe adds:“the result was we had really big ratings the night the story aired.”
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