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WKBW rebranding
- Thread starter dustintv
- Start date
Desperate times call for desperate measures.
The WIVB fiasco is over, and I expect them to return to their former position - especially as 2 and 7 face the renegotiation of THEIR carriage agreements.
The WIVB fiasco is over, and I expect them to return to their former position - especially as 2 and 7 face the renegotiation of THEIR carriage agreements.
The problem with WTVH is they don't have a long-lasting legacy music package that would evoke "memories of the golden years" of the 70s and 80s. They changed their music rather frequently, and to the best of my knowledge, they never had one of the really "big" themes like MCTYW or the Eyewitness News Theme or even the Palmer Music Package that's familiar to so many CBS affiliates.
http://www.southernmedia-nmsa.com/ - search for WTVH on there, and you'll see since 1989 they've changed their music every 2-3 years. (Before 1989, exact dates were not available.) It's looks as if every time their music license comes up for renewal, they just get a different package. Even if they stay with the same company, they never stay with the same package.
I think "Signature" and "Total News" are both pretty confident-sounding themes, and had WTVH stayed with either of them for a longer time, they could have built up some familiarity. But they keep changing their music, graphics and even their logo. Meantime, channel 9's logo has been pretty much the same since the mid-90s, even though the graphics have changed around it. News 10 Now hasn't touched its logo, graphics or music since debuting. Channel 3 changes their imaging every few years too, but the NBC peacock and the NBC chimes help keep it sounding/looking consistent.
You have to keep SOME things consistent in order to build familiarity. Some of channel 5's anchors have been there a long time, but most of the reporters are newbies. The best thing Granite can do for WTVH is stop changing things. Pay staff enough to stick around more than 2 years, and keep the same imaging package for more than the minimum. They could also benefit by getting rid of those awkward "CBS 5 welcomes (new reporter's name here)" promos. Showing me new reporter for 5 seconds to serve as a legal ID isn't going to make me like that person or boost their journalistic integrity. It only shows me that you're constantly welcoming new people because the place is too crappy to keep the veterans from jumping ship.
http://www.southernmedia-nmsa.com/ - search for WTVH on there, and you'll see since 1989 they've changed their music every 2-3 years. (Before 1989, exact dates were not available.) It's looks as if every time their music license comes up for renewal, they just get a different package. Even if they stay with the same company, they never stay with the same package.
I think "Signature" and "Total News" are both pretty confident-sounding themes, and had WTVH stayed with either of them for a longer time, they could have built up some familiarity. But they keep changing their music, graphics and even their logo. Meantime, channel 9's logo has been pretty much the same since the mid-90s, even though the graphics have changed around it. News 10 Now hasn't touched its logo, graphics or music since debuting. Channel 3 changes their imaging every few years too, but the NBC peacock and the NBC chimes help keep it sounding/looking consistent.
You have to keep SOME things consistent in order to build familiarity. Some of channel 5's anchors have been there a long time, but most of the reporters are newbies. The best thing Granite can do for WTVH is stop changing things. Pay staff enough to stick around more than 2 years, and keep the same imaging package for more than the minimum. They could also benefit by getting rid of those awkward "CBS 5 welcomes (new reporter's name here)" promos. Showing me new reporter for 5 seconds to serve as a legal ID isn't going to make me like that person or boost their journalistic integrity. It only shows me that you're constantly welcoming new people because the place is too crappy to keep the veterans from jumping ship.
My take on the WKBW rebranding is that it just reminds people who remember the old 'KB TV that Irv, Rick, and Tom are gone. People got to sample the "new" Circle 7, with its thin reporting staff, budget challenges, and inferior technical capabilities. I don't think that returning to MCTYW will have a long-lasting impact now that the Channel 4 dispute is over.
Well, I guess we can expect to see a change soon. Unlike the last time, they don't have the superbowl to really advertise that they've changed some things.
No matter what they do, they're going to alienate some viewers. But they do need to get some more commanding music though. If they could ever go with Gari, I would like to see the CBS Enforcer used. I've noticed that popping up at CBS affiliates around the country.
No matter what they do, they're going to alienate some viewers. But they do need to get some more commanding music though. If they could ever go with Gari, I would like to see the CBS Enforcer used. I've noticed that popping up at CBS affiliates around the country.
They weren't a "MCTYW" station in the seventies, but they were "part of your life". Even that ended in August 1976, when they changed their calls to WTVH. Many shook their heads in dismay when WTVH dropped the "NewsCenter 5" moniker and logo sometime in the 90s. Thing is, just like Eyewitness News & Irv, et al, people would probably associate NewsCenter 5 with the late Ron Curtis. The other thing is, would management go back to an image that is now remembered only by baby boomers and their parents--the demographics NOT coveted by sales & marketers?BobRoss said:The problem with WTVH is they don't have a long-lasting legacy music package that would evoke "memories of the golden years" of the 70s and 80s. They changed their music rather frequently, and to the best of my knowledge, they never had one of the really "big" themes like MCTYW or the Eyewitness News Theme or even the Palmer Music Package that's familiar to so many CBS affiliates.
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