Tag Archives: Sean Garcia

How Stations Use News Topicals On Facebook

This is the final part of our five-part series, Building Viewership with News Topicals. Read Part 4 here.

Across the country, millions of people watch the entertainment programming TV stations provide during the day and at night. So it makes sense for stations to promote their newscasts topically within all that programming in the hopes viewers will stay and watch the next newscast.

For years, this was the only means stations had to recruit news viewers with the news of the day, unless stations bought time on other media, like radio, print or cable.

Then came Facebook.

Facebook provides stations with another — and much more mobile — screen to reach potential news viewers.

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Creativity, Flexibility Drive Best News Topicals

This is Part 4 of our five-part series, Building Viewership with News Topicals. Read Part 3 here.

News topicals can take many forms.

Some creative services directors and topical writer/producers say recording the main news anchor sitting behind the anchor desk works best for their station.

Others see value in shooting their news anchor in the newsroom, cinéma vérité style.
And other stations try to feature real people and sound bites, along with reporter teases from the field.

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Finding And Keeping News Topical Writer/Producers

This is Part 3 of our five-part series Building Viewership with News Topicals. Read Part 2 here.

Creative services directors are finding it harder and harder to find good news topical writer/producers.

Some grow their own, plucking them right out of college, perhaps as interns, and train them. Others look internally, finding someone already at the station who wants to be creative.

With bigger salaries to offer, CSDs in bigger markets have the ability to recruit from smaller markets, but that presents challenges, too.

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What It Takes To Create Quality News Topicals

This is Part 2 of a five-part series, Building Viewership with News Topicals. Read Part 1 here.

Being a news topical writer/producer is one of the toughest jobs in local TV news marketing.

And to do that job well, the experts say, you need to have a passion for journalism, a thorough knowledge of what news is covering in the newscast, the ability to recognize what stories will resonate with viewers, and the confidence to promote those stories even if they’re not the news department’s top stories.

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Building Viewership With News Topicals, Part 1

Tonight at 11, there’s a big change in the weather forecast.

That’s one of the better 4-second news topicals you can write.

Granted, not one you can use every night, only when conditions warrant, yet weather is the main reason people watch local news, and a ‘change’ in the forecast creates a thirst for news.

News topicals, those ubiquitous promos embedded in programming enticing viewers to watch the next newscast, have been a staple of local TV news since forever.

Effective topical news promotion can lead to sampling, and during sweeps, possibly into ratings.

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WFTV Wins PromaxBDA Gold For Weather Image

The annual PromaxBDA Station Summit was held in Las Vegas last week and the winners of the local awards — gold, silver and bronze — were announced and shown.

All this week, I’ll be posting the award winning spots.

WFTV, Cox’s ABC affiliate in Orlando, Fla., won the Gold award for weather images.

Sean Garcia, WFTV’s creative services director, took advantage of my offer to share his station’s work and to add some commentary.

The campaign focused on the moments when Hurricane Matthew threatened Central Florida and the days after the storm cleared.

Sean Garcia

“We are honored to be recognized for our creative work during Hurricane Matthew, ” said Garcia.

“During the storm, the entire station delivered unmatched coverage and our creative team was right there to capture every moment of it.”

If your station won an award and you’d like to share the spot along with some commentary about the marketing strategy, production, challenges, or any results that it might have achieved, just drop me a line.

Weather Program Image

WFTV Severe Weather, Post Hurricane Matthew

Hurricane Matthew Tom Terry FB Live from WFTV/WRDQ Creative on Vimeo.

Hurricane Matthew Voicemail A from WFTV/WRDQ Creative on Vimeo.

Hurricane Matthew “Thank You” from WFTV/WRDQ Creative on Vimeo.

WFTV Gets ‘Authenticity’ In Consumer Promos

Todd Ulrich

When I saw some image promos for WFTV’s Todd Ulrich, it reminded me of an old axiom.

When you want to know how a job is done, talk to the guy who does it.

I have advice for young, upcoming, local TV news writer/producers out there tasked with coming up with ideas for their next promotion.

It’s OK to put your anchor, reporter or meteorologist on camera and just talk to them.

Too often — and I was guilty of this when I was a young writer/producer — young writer/producers tend to want to over-produce their spots.

Why? Because they can, and they’re young, with lots of tools at their fingertips thanks to nonlinear editing, to ratchet up the production.

Just putting a talent on camera and hitting record seems so, well, uncreative.

But sometimes, simple is better.

“It’s all about authenticity,” said Sean Garcia, WFTV’s creative services director when asked about the approach. “We just let Todd tell the story.”

Ulrich has been the consumer reporter at WFTV, the Cox-owned ABC affiliate in Orlando, Fla., for 25 years.

When you have a franchise reporter who’s been on the air that long, chances are viewers know who he is, so use that recognition as an advantage.

“We wanted to know why people call him for help,” said Garcia, “and we knew he could pull it off.”

Garcia says Ulrich typically gets 250 requests a week for help with viewers’ consumer problems, resulting in about 100 on-air stories a year.

Ulrich’s reports typically air in the station’s 5 o’clock newscast.

NOTE: I do have one minor observation about the shooting of Ulrich in these image promos.

In some cases, he looks off-camera as if he’s talking to someone off camera. At other times, he looks directly into the camera.

If you’re interviewing someone, and he’s looking at you,, off camera, as opposed to directly into the camera, it is important to maintain eye contact and really listen to what’s being said.

It helps relax the subject, and when you’re listening intently, you’ll ask better, more insightful questions.

If you the talent looks directly into the camera, sometimes it can come across as scripted,

I definitely didn’t get that feeling watching Ulrich in these promos. He looks natural and authentic when looking into the camera and I would have opted to maintain that perspective in all the spots.

Click here to read a recent story about Ulrich by the Orlando Sentinel.

Sean Garcia New Creative Services Director At WFTV

placeholder-squareSean Garcia has been named the creative services director responsible for all marketing and creative advertising for WFTV and WRDQ as well as local client commercial production.

WFTV is the ABC affiliate in Orlando and WRDQ is an independent station. Both are owned by Cox Media Group.

Garcia comes over from Cox’s TV stations in Jacksonville, WJAX and WFOX.

Sean Garcia

Sean Garcia

“Throughout his entire career at Cox Media Group,” said Paul Curran, WFTV’s general manager, “Sean has brought a deep understanding of station research, marketing strategy, and relentless execution to strengthen our brands in Atlanta and in Jacksonville. His sense of urgency and commitment to our internal colleagues and external clients will serve us well in his new role here in Orlando.”

“This is an exciting opportunity,” said Garcia, “and I look forward to working with the teams to strengthen Channel 9’s No. 1 position and tradition of excellence for our Central Florida viewers and advertisers.”