Typography

You are expected to sell the news philosophy for your station as much as time out your newscast correctly. In fact many stations require you mention your station brand at least 5 times a newscast. Many producers just write in the pitch line as you introduce live reporters to get it over with. Joe Smith works for you. Joe Smith is on your side live in…. Joe Smith is your eyewitness tonight.  There are other ways to brand, that are less throwaway. You can even do it in a way that enhances your coverage and benefit for the viewer.

  • Branding Throughout Newscast
  • Story focuses reflect philosophy, even vo’s
  • Explain how story fulfills philosophy
  • Use animations for reinforcement
  • Limit pitch line, use variations instead

The first thing you need to do throughout the newscast is to pick stories that make sense with your brand. If your station is one that works for you (the viewer ) for example, you don’t do a lot of superficial quick vo’s with little to no reference to how this story impacts people. In other words, this is not a station that should implement a 10 second vo, 20 second vosot philosophy. This is a station that will consistently add a line to each story with either why this story is significant to people or how it impacts. When you think news philosophy you must think context. The all you need philosophy means quick headlines. Catch the viewer up. That is a very different context.

So when you consider context, you are going to naturally add lines or phrases that explain how the story fits with your promise to the viewer (i.e. - your news philosophy). The how and/or why lines are one way. You will likely find yourself adding other phrases like, we are doing this story tonight because, or we are continuing to work for you by asking.. we want you to have all you need to know on this bill… somewhere in the story. It is a natural way to tell the viewer why the story is important that can be done very conversationally.

Then you add animations with your brand line to reinforce the philosophy. Remember many people think visually, so these animations are effective. Do not be afraid to use them. They also create movement which improves perception of pacing.

The last thing to remember is if you just use the same catch phrase over and over, it is not effective. The viewer will quickly tune it out. The repetition of your philosophy and branding has to be consistent without being repetitive. So even if you are required to mention the station brand 5 times a newscast, you can do so with out saying works for you every single time. Vary that brand line with phrases like helping you, how this effects you, what this means for you to get the point across without boring the viewer with the same phrase that seems throwaway. Your news philosophy has to benefit the viewer. You need to spell out that benefit or you will not build loyalty. Think empty promises. People are conditioned to suspect that is what they are being handed. Selling your brand means showing clearly that you have the viewer in mind and will consistently provide that they need. Do it, tell them you are doing it, then show them how you are doing it. Thinking this way as you select stories and write will help you naturally brand the news throughout the newscast without it seeming as forced. And you can market without feeling like an ad writer instead of a journalist.

For more on branding check out this link to survivetvnewsjobs.

 

BLOG COMMENTS POWERED BY DISQUS
 

Beth Johnson

Beth Johnson contributes to New England One's "Surviving Television News."

Beth is a veteran producer and former executive producer who really knows how to get people talking. 

Read More

Beth's Tweets

TV_Agent_Beth
TV_Agent_Beth Two management clients are hopping on jet planes for top 5 destinations today. #industryleaders cc @TV_Agent
06:41PM Aug 17
TV_Agent_Beth
TV_Agent_Beth Major strategy sessions underway. Two clients are getting so many inquiries going to have to hand out numbers!
06:41PM Aug 14
TV_Agent_Beth
TV_Agent_Beth Do beach chill best with music or just the sound of the waves? pic.twi...
04:57PM Aug 04
TV_Agent_Beth
TV_Agent_Beth About to rock a top 5 ND's world. #karma
04:03PM Jul 28
TV_Agent_Beth
TV_Agent_Beth Dealing w/a serious mess is no joke lol. pic.twi...
12:36AM Jul 26