Differentiating weather coverage from competitors is key to moving newscasts up in the ratings, but how can you stand out if you don’t have dominant weather feature differences? The key is packaging those standard weather features in new ways so they directly serve a strong audience lifestyle need. It’s all about finding a specific viewer problem, then bundling many individual features as a turnkey weather solution.
In this case study video, Graeme Newell shows how KPTV in Portland used critical concerned research to find the deep-seated motivators behind their audience’s desire for accurate weather. See how they created entire new categories of weather coverage that spoke directly to the eclectic needs and distinctive egos of Northwest news watchers.
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