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Posts Tagged ‘Ben Sherwood’

ABC News: Come To Us To Understand What’s Going On

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ABC News has launched a branding campaign, “See the Whole Picture,” that takes a very direct message to its potential audience: we’ll give you the news in a clear and digestible way. According to the network, this is the first branding campaign in more than 10 years, when it launched “More Americans Get Their News from ABC News than Any Other Source,” which they say is still true in light of the partnership with Yahoo announced in October.

ABC News president Ben Sherwood said in a statement that, in 2012, there will be other promos in addition to the one above and called attention to coverage of the campaign in Variety today.

Compare that, for instance, to the MSNBC “Lean Forward” campaign that launched in October. Besides the ad that we posted at that time, other MSNBC ads, like the one after the jump starring Rev. Al Sharpton, who relates a childhood memory of eating blueberry pie to the Republicans, take much more creative license when explaining what the network has to offer.

Which campaign do you think works better?

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Couric Joins ABC News

In a move has been anticipated for some weeks, Katie Couric is joining Disney/ABC Television Group to produce and host a daytime talk show that will debut next year. Prior to that, she’s joining ABC News this summer to report for both the broadcast and online outlets.

“While many are familiar with her myriad accomplishments, I’m delighted to remind you that Katie got her start in our business in 1979 as an ABC News desk assistant in our Washington bureau,” ABC News president Ben Sherwood said in a statement.

Publicist Matthew Hiltzik was a member of the Couric “camp” that helped to negotiate her new position. We spoke with Hiltzik for a Media Beat interview last year. You can check it out here.

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ABC News’ Sherwood: ‘One Big Challenge is the Rapidly Changing World of News and Information”

Sherwood (at left) and outgoing president David Westin shake hands during today's announcement.

Our colleagues at TVNewser interviewed the newly-named president of ABC News Ben Sherwood earlier today. Just hours after the announcement was made, Sherwood says he hasn’t come in with a to-do list of changes. But he says the pace of news is a challenge and, for the future, digital will be a focus.