NBC Chicago blends talent, content in new promos

TVNewsCheck has a great profile on the new promo campaign WMAQ-TV, the NBC O&O in Chicago, is using for its morning news.

The promos are meant to show how “news content and talent come together” to lift the morning news ratings, according to Diane Hannes, that station’s VP of creative services.

“We refocused our content to concentrate on news, weather and traffic because research told us that’s what viewers want in the morning,” Frank Whittaker, vice president of news, told TVNewsCheck.

The new campaign features the morning news team in bright airy imagery with the tagline “Up to the minute, the minute you’re up.”

Talent is seen outdoors and in front of floor to ceiling windows overlooking the iconic Chicago skyline.


Shot entirely in house, the campaign makes use of Video Helper and Killer Tracks production music libraries.

The station also made a concerted effort to make its morning promos match those for its other dayparts. Although spots for the evening newscasts have a grittier, darker tone, the shot style, pacing and narrative tone.

Read the full writeup in TVNewsCheck here.