Video: CBS Philly encourages viewers to ‘break through the noise’ to find the ‘heartbeat’

“People say news is negative,” is the opening line of a promo from CBS’s KYW in Philadelphia.

The station, which brands on air as “CBS News Philadelphia” and underwent a significant brand update in 2023, then encourages viewers to “break through the noise and listen for the heartbeat.”

The promo also leverages a collection of clips from around the Philly area along with audio clips of interviews with community members. Prominent KYW personalities also make an appearance.

Near the end, the tagline “Finding 💚 in every beat” is shown on-screen, with a green heart icon with a segmented, pulsating effect that was also part of the 2023 brand overhaul created by Matchstic.

The line leverages a play on words of the “heartbeat” theme as well as a reference to a reporter’s “beat.”

The effect, which can also be applied to the station’s “3” logo, is also featured on a shirt in the promo. Also included are the vertical pill-like segments that flow down the final screen in a sort of simplified “Matrix” look.