Now here is a spot you probably haven't seen before.
A promo that takes on something every newscast in America hangs their hats on... breaking news.
What do you think? Does this help set this station apart? Does it go too far?
I'd love everyone's opinion on this one!
....
10 comments:
Love the message. I've always thought that "capital J" was a positioning platform ready for debut... Especially at #2 or #3 stations.
What remains to be seen is whether viewers ACTUALLY watch. We all know we're supposed to eat vegetables instead of candy, and listen to classical or indie music instead of pop, but what actually sells?
Visuals in the spot seem VERY dated. If it were produced better, it could probably go viral and launch a needed debate in the industry.
Unfortunately, that's not what sells. Research has shown, and proven, that urgency and intensity sells. It's what viewers want, even if they say otherwise.
This spot just comes off as a #3 station trying to make waves. The poor production value doesn't help either.
This is better journalism?
http://vimeo.com/58896796
Looks like they're getting some viral attention for it
http://www.mediaite.com/tv/another-news-channel-abandons-advertising-trick-of-breaking-news-coverage/
MSNBC's President just came out against Breaking News as well. Will be interesting to see if this has any legs.
Love to concept but the delivery is a little dry, dated, and boring. Always liked the term "Happening Now" or "Right Now" over breaking news.
"When news breaks, we fix it!"
Applaud their effort to take a different approach. But this feels like a powerpoint you'd see during a research session. I'm not sure viewers appreciate being lectured either. I think they're onto something....but not sure this is the right message.
Thank you all for the helpful comments and suggestions on how I could have made this promo better! It really is useful to get an outside the station perspective from other people who do what I try to do.
Keep the comments/criticism/suggestions coming. I appreciate it more than you know.
(Also thanks Don for posting!)
I like the message. And let's face it, news viewers aren't stupid. You can't hang your hat on breaking news anymore because viewers know it's mostly crap. The "breaking news" station in every market I've worked in has been a #3 station. I suppose it works in some markets but I agree with Dave P. Actual journalism instead of talking heads and hype could make a comeback if a cable network decided to do so.
I hope a station taking the time to craft such loft claims doesn't disappoint viewers with typical Fox-fluff journalism and story selection.
Will,
I think this spot has a strong foundation that I hope You continue to build off of. I believe in the effectiveness of audience profiles and qualitative data for targeting. However, given the relevancy of local news Today, it should come as no surprise that research analysts are scared when work like this challenges the institution they have built. The fact is, basic packaging and marketing of local news still looks like it did 60+ years ago. Regardless of what market or size, people today expect advertising that is more intelligent. Crucial to the success of our business is a radical change. The graphics are certainly dated in this spot, but I believe the messaging is ahead of its time.
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