Santa Ana-based KDOC-TV moves its morning news show “Daybreak OC” from 6 a.m. to 10 a.m. this week.
The move is part of a fall lineup designed to try to capture more of what the station sees as a core demographic,moms in their 30s.
The time slot switch comes after months of talks about the local morning news show, said Craig Hume, station manager. The later slot puts “Daybreak OC” on after early morning infomercials and at the start of the station’s own programming,
he said.
At the 6 a.m. slot, “Daybreak OC” was separated from the rest of KDOC’s programming by infomercials.
“Plus 10 a.m. has twice the number of viewers watching,” Hume said.
The station hopes to draw more viewers,
and advertisers.
The plan is to show stories and interviews of interest to Orange County and Los Angeles businesses operating here. “Daybreak OC” is doing TV versions of local business stories that run in the Orange County Business Journal.
“The goal is to get to every viewer on the network through interactive and community-based programming,” said Scott Campbell, general manager.
That’s a big goal for KDOC. The station is known for reruns of “Get Smart,” “Magnum, P.I.” and other oldies. “Daybreak OC,” the station’s flagship original show, has about 25,000 viewers.
The show plans to add more live remote broadcasts in the next couple months. It also hopes to get viewers involved with contests where winners appear on the show.
The station is working on coming up with more of its own shows, Campbell said. KDOC is working with its advertisers on possible shows, he said.
“Daybreak OC” is shot and edited in high definition with equipment added after Bert Ellis bought the station. Ellis made his fortune in TV and other media in Atlanta. He bought KDOC in 2006.
Ellis premieres his pet project, a rock music documentary called “It Might Get Loud” this month in Toronto. The documentary looks at the story of the electric guitar from the point of view of three greats: Jimmy Page, U2’s the Edge and Jack White of the White Stripes. Each explains how they changed the sound of the electric guitar to suit their own style.
Irvine Co. Site
Real estate owner and developer Irvine Company has a redesigned Web page and logo.
The company changed the logo by removing “The” from its name. It also added the tagline “Since 1864.”
The move recognizes the company’s 144-year history, according to spokesman John Christianson.
“That’s something very few companies can boast about,” he said.
The effort also is part of a long running transition by Irvine Co., in which the company is becoming less of a developer and more of an owner and manager of office buildings, apartments and shopping centers.
“That was behind our branding initiative,” Christianson said.
Tony Russo, group senior vice president of corporate affairs, oversaw the Web redesign and logo change. Donald Bren, the company’s owner and chairman, provided input.
The site has a sleeker look with pictures representing different sections, including properties, job openings and Bren’s philanthropic giving.
The redesigned site balances “visual aspect with functionality,” Christianson said.
The company worked with LJG Partners in San Diego and Arizona’s Sitewire Marketspace Solutions LLC on the redesign.
Heilbrice Web Work
Irvine-based Heilbrice Inc. has expanded its young interactive division.
The company brought on Nathan Manchester as director of user experience and Jeff Lawrence as director of online marketing. In early July, Heilbrice added Jon Farjo as the vice president of interactive business.
Heilbrice does print, direct marketing, TV spots and online work. Key clients include the Los Angeles Clippers, Aliso Viejo-based Ketel One Vodka and Marie Callender Pie Shops Inc., which operates out of Mission Viejo.
Online work has become essential for ad agencies. Heilbrice appears a little late to the interactive game. But the company has dabbled in Web design in the past, a spokeswoman said.
Clients drove the online expansion for Heilbrice. Many felt their money would be better spent online, Farjo said.
“Interactive will be part of the brand communication we do here,” he said.
The company is working with LA Inc., the Los Angeles Convention and Visitors Bureau, on a redeveloped Web site as part of a larger branding campaign by the bureau.
