WBOC-TV, Salisbury, MD

WBOC-TV and FOX21 are located in a high traffic area in Salisbury, Md. After finishing a multimillion dollar renovation, the stations’ executives contacted Phillips Signs of Seaford, Del., to discuss replacing their old sign with a digital message center.

Station executives were looking for a sign to showcase content that mirrored the high definition material carried on air. “We wanted a sign that looked as good as our television broadcasts,” said Mary Borger, creative services director at WBOC-TV/FOX21.

“We only deal in Watchfire signs,” echoed Ben Phillips, president of Phillips Signs. “Everything WBOC-TV/FOX21 broadcasts is in high definition, and we needed a digital message center that would reflect that.”

During ratings’ sweeps, WBOC’s and FOX21’s creates exciting programming by updating the sign with new messages daily and including graphics that matched those featured online and on social media.

Phillips Signs educated the stations’ graphic design team about how best to use the sign, and Watchfire’s support staff is available to answer questions posed by the stations’ engineers.

“This is why I’m exclusively a Watchfire dealer,” said Phillips. “Watchfire was able to answer even the most technical questions without missing a beat.”

Using Watchfire’s Ignite® content management software, 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. The sign's capabilities allow for up to the minute news and weather updates, which reflects the very nature of the stations that it promotes.

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