The writer examines the case of WVLT-TV in East Tennessee, which is a CBS affiliate that does poorly in the local market. The writer argues that the station should immediately begin to gain audience recognition by adopting a branding plan that will raise community awareness of the station. The writer also suggests that the station select a theme that will appeal to the general community. The paper is five pages long and has no sources listed.
Name of Research Paper File: CC6_KSmktgWVLT.rtf
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a television station in Knoxville, Tennessee, the largest city in the eastern third of Tennessee. Knoxvilles metropolitan area includes several outlying small towns, putting the combined population in the
larger part of the market at just over 250,000. This coverage area constitutes a mid-sized market, one that can attract upwardly-mobile individuals but has difficulty retaining those actively seeking
to grow into large-market television. Rationale Tennessees nickname is "The Volunteer State," a
name dating from the late 18th century originating with early settlers willingness to organize to help either neighboring territories or local residents of any race. Though southern in physical
location, there is little racial tension. The mountainous nature of the terrain never has been well suited to agriculture larger than small-plot farming, and the eastern part of the
state even remained largely neutral during the Civil War. Knoxville also is the site of the main campus of the University of
Tennessee, including all colleges included in the University. UTs law, medical and veterinary schools also are located on the main campus in Knoxville. UTs sports teams are known
as The Volunteers, or more commonly, Vols. People across the region take their college sports seriously; the area code for the Knoxville area is 865, or V-O-L, and UT
orange is the "official" color of the area. It is this loyalty to the sports efforts of the UT Vols and the states historical nickname from which WVLT takes
its name. WVLT is the local CBS affiliate, giving it reasonably good chances of viewership in prime time and for those sports