The Indianapolis Star from ,  on April 10, 1995 · Page 45
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The Indianapolis Star from , · Page 45

Issue Date:
Monday, April 10, 1995
Page 45
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i THE STAR THE NEWS WEEK OF APRIL 10, 1995 BUSINESS WEEKLY 7 Hulman family's WNDY capitalizes on racing ties cluded radio spots; billboards showing a newborn baby with a television antenna resembling a halo around his head; and print ads featuring a racing helmet plastered with the emblems of the station's programs, such as The Cosby Show, The Price is Right and In the Heat of the Night. From sign-on to sign-off, the Station personnel tried 22 audio versions, including music, before settling on the race-car engine. "It just fit with the logo sweeping across the screen and the checkered flag coming in. It was a no-brainer," said Stiles. That checkered flag is repeated in the station's logo in newspaper ads and on billboards. The black- and-white flag makes up the first part of the W while block letters spell out INDY-TV, which is how the station wants to be known. "We're trying to burn that 'W' off to get that T in there. We're thinking about separating the flag, animating the flag or other parts of the logo so the INDY really pops out." Stiles said. , Most babies come Into the world with a whimper or a cry. Not WNDY-TV (Channel 23). The city's newest television station hit the airwaves with a sound WNDY. "It plays as an identifier for the city and it . plays as that racing identifier. If it didn't serve both purposes, it wouldn't have been selected." The station's on-air logo came from California without sound. JO ELLEN MEYERS SHARP OHO 3 z7 racing themes are part of WNDY's visual identification. On the hour, the station's identification includes the oval pattern of the track, the flags associated with racing and the sound. "We wanted to play off all the positive and valuable characteristics that Indianapolis is known for" that relate to the Hulman name, said George Rodman, broadcast promotion and marketing consultant with GRFXNovo-com, a Hollywood. Calif., company that designs identifiers. Among its clients are CBS Evening News. Entertainment Tonight. Prime Network and the recent Academy Awards program. Rodman said the nine-month project to create the computer-generated top-of-the-hour identifier was unusual because of the unique relationship between Indianapolis, racing and the Hulmans. The on-air identifier "isn't a one-trick pony," said Steve Stiles, creative services director at that's pure Indy the high-pitched whine of an Indy car racing around the Indianapolis Motor Speedway. The sound is part of the image for WNDY and hints at who the station's owners are the Hulman family, a name synonymous with auto racing. The family's IMS Broadcasting Corp. LLC bought WMCC last year and renamed it WNDY. Another Hulman entity. Wabash Valley Broadcasting Corp.. runs the station. That relationship has influenced the design of WNDY's on-air and print logos, and the marketing of the station. "Strategically we wanted to not overdo the relationship, not be overt about it," said Allan B. Zu-kerman, president and general manager of Montgomery Zuker-man Davis Inc., an Indianapolis ad agency that helped usher WNDY into the market. The promotional program in B, 'elieve it or not, you BUICK rr Cellular One 8888 Keystone Crossing . . . 575-8900 2500 E. 46th St.... 253-3300 The Beeper Depot Washington Sq. Mall 895-8264 Greenwood Park Mall 888-7889 Cellular Plus 10th & Mitthoeffer 897-9797 Cellular Services of Indiana, Inc. 1118S.RangelineRd 571-7700 CellWaves 1812 E. Main St 838-3099 Plainfield Communication Concepts 8501 Bash Rd 842-0272 ComSpec 5133 E. 65th St 253-5757 Jim Stewart Mobile Phones 3505 Madison Ave 783-5900 KLF Business Communications Systems 5520 W. 76th St... 876-6589 MasterCom 6330 E. 75th St 579-7979 3805-B Lafayette Rd.. ....... 299-3399 Glendale Mall . . 254-5634 Castleton Mall 594-8818 86th & Michigan Rd 875-9776 Options Plus E. Washington St. & . 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