“Desperate” is not too strong a word to use to describe WGCL’s quest to find an audience. “Shameless” may or may not be too strong. Shame is for people with pride. As the fictional Marcellus Wallace said, pride only hurts and never helps.
Loosened from those bounds, WGCL has long favored promos like the one we heard Tuesday: “There’s no eleven o’clock news on channel two tonight! CBS 46 news is on time.” The promo, delivered on-camera by Dagmar Midcap, beseeches viewers to try WGCL merely because the viewer’s options are otherwise limited.
Another WGCL promo references the piece about Midcap in the AJC last week. WGCL cheerfully shows the newspaper headline: “Fresh faced forecaster gets high profile at lowly (in the ratings) channel 46.” It’s a promo beseeching viewers to overlook the station’s admittedly “lowly” status and hey, try us anyway.
We give WGCL credit for a curiously refreshing amount of honesty in both promos.
And you know what? We’re kinda rooting for Midcap. True, she’s no meteorologist. But she’s a personality, and WSB has topped the ratings for decades on the strength of one woman’s personality. Midcap has a certain amount of natural talent. She appears to be bright enough to conjure up and deliver a forecast. She appears to have a pulse. If the choice is between her and Glenn Burns— and there’s no severe weather threatening– why not Midcap?
If WGCL’s new regime can produce a smart, enterprising newscast while promoting Midcap as its “star,” we’re OK with that.
Our only gripe: Can’t WGCL promote Midcap without letting its billboard photos linger downward toward her sternum? Didn’t women like Barbara Walters, Lynn Harasin and Veronica Corningstone fight that sort of stuff decades ago? Seems like that disappeared with the concept of the “weathergirl.”
Oh, wait. Never mind.