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This Just In ...

Kevin Fischer is a veteran broadcaster, the recipient of over 150 major journalism awards from the Milwaukee Press Club, the Wisconsin Associated Press, the Northwest Broadcast News Association, the Wisconsin Bar Association, and others. He has been seen and heard on Milwaukee TV and radio stations for over three decades. A longtime aide to state Senate Republicans in the Wisconsin Legislature, Kevin can be seen offering his views on the news on the public affairs program, "InterCHANGE," on Milwaukee Public Television Channel 10, and heard filling in on Newstalk 1130 WISN. He lives with his wife, Jennifer, and their lovely young daughter, Kyla Audrey, in Franklin.

Channel 58 weatherman fumbles on Teasing 101


When I worked in radio news, and even today when I fill in at Newstalk1130 WISN, the art of teasing was/is crucial. In order to hold the audience and keep them from leaving, you tease an upcoming news story or talk topic coming up later or after the commercial break.

This isn’t rocket science. C’mon. How long does it take to write a 5-second TV news promo?

A HIGH-SPEED POLICE CHASE ENDS IN A FIERY CRASH. THE DETAILS TONIGHT AT 10.

BOOM!

DONE!


Easy. Or, at least, it should be.

This past Sunday I was watching the AFC Championship game on Channel 58. During the broadcast, one of those 5-second promos appeared, and having written thousands of teases, I was stunned at how amateurish the tease was, even if it was the predominantly amateurish Channel 58.

The author of the tease was a Channel 58 weatherman. Don’t ask me his name. I, like hundreds of thousands in our area, don’t watch Channel 58 news and I didn’t use any of my free time to determine who he was.

I should interject here that years ago I laser beamed on WTMJ meteorologist Craig Koplein. Poor Craig. He’d come on TV and say stuff like the next day’s high temperature would be between 30 and 45. Hell, I could go on the air and spout that crap.

Koplein and WTMJ eventually parted ways. Join the club, Craig.

Back to last Sunday’s Channel 58 promo during a big game.

There the weatherman stood and looked straight into the camera and proudly proclaimed:

”HOW COLD WILL IT BE WHEN YOU WAKE UP MONDAY?”


And then came the promise to have the satisfying truth during the 10:00 news.

If this was meant to elicit a Pavlov’s Dog reaction, give that man an “F.”

”HOW COLD WILL IT BE WHEN YOU WAKE UP MONDAY?”

How dumb did he expect the audience to be.

In this digital age of constant news, weather, and the Internet, I didn’t need this amateur to tell me 4 hours later what I wanted to know and could find out...NOW.

So what was he supposed to do/say? How about this.

SUB-ZERO TEMPS WHEN YOU WAKE UP MONDAY. THE FULL FORECAST TONIGHT AT TEN.”

Keep in mind the average guy on the couch (like me) probably heard and knew the day before that Monday morning would be frigid.

So for those of you reading my blog as I post at about 7:48 Thursday night, this information pertains to Franklin:

Occasional snow will begin at about 8:45 tonight with snow showers kicking in at 2:00 am. Snow showers and light snow will continue through 2:00 Friday afternoon.

And I'm not even a meteorologist.

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