WBOC-TV and FOX21 are located in a high traffic area in Salisbury, Md. When the stations finished a multi-million dollar renovation, executives decided to also replace their old monument sign with a Watchfire electronic message center.
The CBS affiliate, with a FOX affiliate sub-channel, are the area’s trusted sources for local news coverage. Following a large facility renovation project, executives decided to upgrade the stations’ illuminated plexiglass sign. They wanted a durable outdoor sign that would reflect their on-air image quality. A Watchfire XVS 12mm sign fit the bill.
“We wanted a sign that looked as good as our television broadcasts,” said Creative Services Director Mary Borger.
The WBOC-TV/FOX21 team turned to their long-time signage partner, Phillips Signs, for a solution.
“Everything WBOC-TV/FOX21 does is in high definition, so we wanted an electronic message center that would reflect that,” echoed Ben Phillips, president of Phillips Signs. “We only deal in Watchfire signs, and when the new XVS12mm came on the market, the quality and resolution blew everyone away.”
WBOC/FOX21’s new monument sign was the first 12mm LED sign in the area. Now the stations’ graphic arts department creates custom content to promote upcoming shows, showcase special news segments, feature on-air personalities and deliver image-building messages.
During the recent ratings “sweeps” period, Borger created excitement for WBOC’s and FOX21’s programming by updating the sign with new messages every day and including graphics that matched those featured online and on Facebook.
“We couldn’t be happier with the new sign,” added Borger. “The high resolution of the message center mirrors our on-air quality. We are barely tapping the potential of the sign. We look forward to tapping more of the sign’s capabilities so we can further market our brand.”
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