The multiplatform push to support local businesses affected by the COVID-19 pandemic kicks off with a call-to-action PSA, launching immersive webpages across all eight stations, and building a community-driven social media activation movement.
Localish, the millennial-targeted project from ABC’s stations that jumped from digital beginnings to linear broadcast, has expanded its horizons in the wake of COVID-19. It’s using its signature approach to positive, community-oriented stories to circle back on past subjects in a virus-changed world and explore wider corners beyond the group’s markets. Above, Michael Koenigs, the executive producer of Localish.
A half-hour linear broadcast premiere of Check In rated No. 1 in all key demos in New York, Los Angeles, Chicago, Philadelphia, San Francisco and Houston
Localish has gone nationalish. The digital brand, introduced about 18 months ago by the ABC-owned stations, has a great new platform: broadcast television! Localish’s feel-good and lifestyle stories, while designed for digital platforms, have always appeared on station newscasts as well. But on Feb. 17, a new linear Localish channel made its debut in all eight ABC markets, available to an estimated 14 million viewers on the stations’ over-the-air subchannels.
The digital-first lifestyle brand will add linear distribution on Feb. 17 as the multicast network Live Well Television is rebranded as Localish.
ABC Owned Television Stations has won 2019’s Innovator Award, the top honor in TVNewsCheck’s Social Media Excellence Awards, for its Localish collective of highly engaging digital shorts. One secret: an indispensible “wow” moment in every video.
Disney-owned ABC’s year-old local news video property Localish is inverting the model of TV networks cutting short clips from their linear shows to distribute online. Instead, Localish is taking the short videos it has produced primarily for Facebook and packaging them into TV-length episodes to air on ABC’s local TV stations and elsewhere.