Birmingham station launches 'LLL' branding with image campaign - NewscastStudio

WVTM, Hearst’s NBC affiliate serving Birmingham, Alabama, precocious began utilizing the “Live. Local. Late Breaking” branding and released representation campaign-style promos that present the conception and what it means for viewers.

Sometimes referred to arsenic “LLL” oregon “Triple L,” “Live. Local. Late Breaking” takes vantage of a operation of alliteration and expanding syllables to make a catchy bid of words that often picture the cardinal goals of section news.

The run features a full of 4 spots, 2 of which are spotlighted here.

In 1 spot, WVTM, which brands arsenic WVTM 13 News connected air, the presumption introduces the tagline by archetypal mentioning its upwind squad of “experienced meteorologists” and however they connection “live” sum that “prepares” and “protects” viewers. 

The “local” space is introduced by focusing connected what the presumption labels arsenic “local journalists reporting the facts first.”

For “late breaking,” the presumption switches gears to thrust location its breaking quality coverage, promising to get teams connected the country to support viewers “in the know.”

“These are your stories. This is our commitment. We are WVTM 13 News. Live. Local. Late Breaking,” the announcer concludes arsenic the presumption logo and tagline appears prominently connected the screen.

The 2nd promo successful the run starts by focusing connected the section neighborhoods the presumption services and its committedness to “telling your stories” earlier the announcer proclaims the WVTM arsenic “your prime for live, local, late-breaking coverage” earlier past moving done the assorted dayparts the presumption offers news.

“The intent of this promo was to much aggressively accent the meaning of Live. Local. Late Breaking sum portion showcasing however the marque is being executed crossed each of our dayparts,” said Justin Johnson, the station’s originative services manager who oversaw the instauration of the promos. “We truly wanted to item the faces that our viewers volition beryllium seeing passim the time successful each newscast to further fortify a transportation to the assemblage and reenforce designation of talent. This is 1 of my favourite spots that we’ve produced this year.”

There’s a speedy notation to breaking quality and upwind “that impacts you” and however it keeps viewers “connected,” “safe” and “informed.” 

“Your trusted root for live, local, late-breaking coverage,” the announcer says again, driving location the caller tagline.

Both promos diagnostic a operation of footage of endowment on-set and successful the field, arsenic good arsenic showcasing the station’s fleet of quality vehicles and gear. There are besides shots of radical viewing simulated WVTM contented connected a assortment of devices, helping stress its integer and on-air offerings.

There are besides respective shots of a manus thrusting a mic with WVTM emblem connected it, creating an constituent of consistency passim the campaign. 

WVTM has been readying to rebrand nether “LLL” for months now, an effort pb by General Manager Susana Schuler, News Director Baylor Long and Johnson.

The extremity is to span the spread betwixt however the presumption services its assemblage contiguous and however it plans to proceed to service it into the future.

“I couldn’t beryllium prouder of the enactment we’ve produced arsenic a team,” said Johnson. 

“Live. Local. Late Breaking.” has been a fashionable quality branding tagline for decades. According to authorities records, it was erstwhile a registered trademark of Raycom Media, but that registration has since lapsed.

It was sometimes leveraged to stress a station’s quality to spell unrecorded from the country of quality backmost successful the days erstwhile microwave and different region newsgathering vehicles were much of a invaluable commodity, particularly successful smaller markets. 

Select different stations successful the Hearst Television radical has utilized the tagline implicit the years. The Hearst TV News Music Package utilized astatine astir of its stations successful the past had a “Live. Local. Late Breaking” alternate signature that featured a bid of notes that matched the syllabication of the tagline (along with variations specified arsenic “Where the News Comes First” and “Coverage You Can Count On” for erstwhile stations utilized different slogans oregon wanted a antithetic variation).

It’s besides not uncommon to spot flimsy variations successful the words used, specified arsenic flipping “live” and “local” to presumably enactment much of an accent connected section sum springiness that producing unrecorded tv these days isn’t needfully awesome acknowledgment to bonded cellular and user people video calling becoming mainstream. Some stations person besides traded retired 1 words for thing specified arsenic “Investigative,” which ruins the alliteration but besides emphasizes that unit.