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Branding TV, 2nd Edition by Alan Batten, Walter McDowell

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17CHAPTER

The TV Station: WFXX

For the rest of this discussion about the practices of branding, we are going to apply the principles discussed to a mythical television station, which we have named WFXX. You may find more information here than you ever thought you would need, but we wanted to give you as many of the nuances of working in a “real” television station as possible.

17.1          WFXX

WFXX is the FOX television affiliate in a six-station medium-sized market (size 25 to 45) in the mid-Atlantic region of the United States. The designated market area (DMA) covers 14 counties, ranging from the heavily populated metropolitan counties to the sparsely populated rural counties in the southwest part of the market.

WFXX is about to begin ...

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