“Local 6” is over. “News 6 Getting Results” is in.
CBS affiliate WKMG-Channel 6 debuted the branding campaign Friday.
“Welcome to News 6 at 5 Getting Results,” anchor Lisa Bell said as the 5 p.m. newscast began.
“A new name. Same commitment to you the viewer and the news that is important to you,” anchor Matt Austin added.
As the 5:30 news started, anchors Austin and Ginger Gadsden offered variations on those lines.
When the 6 p.m. news started, Bell said, “We have a new name, and we are more committed than ever to you our viewers.”
How much stock do you put in a slogan? You’re going to hear the new one a lot in promos.
In one spot, the anchors describe WKMG as “your station” that will “ask the tough questions” and “get results.” The anchors said it’s the station’s promise to viewers, and they repeated “News 6.”
In another spot, the anchors say, “We’re News 6 Getting Results.” Still other promos feature people in the community praising the station for getting results.
More changes: Julie Broughton and Bell joined Gadsden in anchoring the 7 p.m. Friday news. WKMG also starts a 4 p.m. newscast on Sept. 7 that will feature Broughton and evidently Austin, Bell, Gadsden and chief meteorologist Tom Sorrells.
Back to branding: “Local 6” was born in 2001 when General Manager Henry Maldonado joined the station. The “Local 6″ slogan was his baby and reflected his conviction that local stations are the strength of American television. He then said that broadcasting’s competition with cable and the Internet would be determined at the local level.
Maldonado retired from WKMG in 2009 and later that year became president of the Enzian Theater in Maitland.
Skip Valet succeeded Maldonado as general manager. He had served as the CBS affiliate’s news director from 2001 to 2006, and the Local 6 brand remained. In a June memo to the staff, Valet announced he was out.
Later in June, Jeff Hoffman joined WKMG as general manager. He had been president and general manager of WTKR/WGNT, the CBS/CW duopoly in Norfolk, Va.
A new general manager, a new slogan. Will that mean a new WKMG?
