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Success Stories: ‘Today’ a Source of Good Ideas

Apr 21, 2003  •  Post A Comment

NBC’s Today show is not only popular with viewers but also with station managers, who cull ideas from the morning program.
KNSD-TV, the National Broadcasting Co.-owned affiliate in San Diego, has found success with Friday concerts on the square, picture windows as backdrops for the morning anchors and will soon have a wedding series.
All these ideas are “spinning off of the Today show,” said President-General Manager Phyllis Schwartz. For the Wedding Bells segment, the station will select a San Diego couple to be married on the show. Viewers will be able to vote on every aspect of the wedding.
“This is a good way to entice local advertisers. Any retailer who has dishes or silverware, dresses, tuxedos, or bridesmaid services could buy into this. The categories are pretty broad,” Ms. Schwartz said.
Every Friday from late spring through mid-fall NBC San Diego holds a concert in its 10 a.m. morning show, which follows Today. “Sponsors get their logos on the spot and on banners behind the band. The sponsor also gets some real estate on our Web site,” she said.
There are some value-added opportunities for advertisers. During one concert a car dealership drove a car right onto the plaza. A Baja Fresh restaurant handed out free samples on the square. This year sponsors can support a contest whose prize is a trip to New York to see Today.
An entertainment coupon book it co-publishes with WB affiliate KSWB-TV provide another sponsorship outlet for local advertisers. Money from the books go to local charities.
KSWB also produces the Dream Classroom, which monthly gives away $1,000 worth of supplies to a selected teacher. Sylvan Learning Center and Boot World co-sponsor the project.
TV revenues for the San Diego market dropped 14.4 percent between 2000 and 2001 revenues of $242.7 million. By year-end 2002 they were up to $267 million and expected to climb $10.6 million by the end of 2003, according to BIA Financial Network.