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Advertising Now News at WBTW-TV

Nov 11, 2008  •  Post A Comment

Local television stations these days are desperate for ad dollars. One thing WBTW-TV of Myrtle Beach, S.C., is doing for ad revenue is blurring the line between news and advertising with its “Living Green” campaign, the product of the station’s lucrative partnership with energy company Santee Cooper, TVNewsday reports. Segments sponsored by Santee Cooper, hosted by meteorologist Melissa Hoeman, are featured on the station’s “5 O’Clock News” broadcasts. A weekly five-minute “Living Green” program that airs after WBTW’s “Noon News,” informational spots and an online and print presence round out the campaign. “We made sure we understood the client’s needs,” said General Sales Manager Brian Lang. “And their ‘Santee Cooper Green’ initiative was clearly a priority.”
—Christopher Perez

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