Albritton Communications’ Washington, D.C., ABC affiliate WJLA-TV will break some reporting conventions when it kicks off a four-part report on breast cancer tonight, the Washington Post reports.
The late-afternoon and evening newscast reports will show two women fully exposed, not with their breasts draped, in an effort to show women how to perform proper breast self-examination.
The series is airing on the first two days of the November sweeps.
WJLA general manager Bill Lord told the paper: "People will say we’re doing it just for ratings," adding, "But we’re a commercial television station — we’re trying to get people to watch us. Yes, this is an attention-getting story, but it’s also an important story."