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WCNC - New Camera Network and Added Revenue

WCNC-TV, in Charlotte, NC (DMA #25) is part of the Belo Corporation television group. WCNC’s news operation is one of the country’s most frequent recipients of Regional Emmy and Edward R. Murrow Awards. Branded as the “Neighborhood Camera Network”, WCNC originally operated limited cameras on-air.

Broadcast Challenge:

• The News and Engineering departments wanted a HD camera network for content purposes and to bring in news worthy video from around the community.
• Sales bundled the cost of the cameras into their sales packages, in order to simplify the project and make it one simple sale

Sponsorship Initiative:

WCNC created a sponsorship package to present to potential businesses that offered the opportunity to sponsor a camera location.
• Each yearlong sponsor package includes mentions during the on-air weather segments, web placement and several 5 second mentions during ad promotions for the station during the day.
• Weather Metrics assisted WCNC in creating a custom sales presentation by providing presentation examples, ROI calculators, web examples and sponsorship advice.

Immediate Rewards:

WCNC quickly sold sponsorships for 4 different camera locations generating the revenue necessary to purchase the new HD camera network.
• HD cameras provided the news department with additional unique content for both their on-air presentation and the station website.
• Three of the four camera sponsors increased their advertising budget withWCNC to include the new camera sponsorships.
• The fourth sponsorship was purchased by a business that had never previously advertised with WCNC.
• Approximately one-third of the first year revenue generated from the camera sponsorships paid for the camera equipment while the remaining income is station revenue.