NBCLX Aims to Bring Local News to a New Audience

NBCLX is a unique news service.

Targeted at a younger audience, many of which have cut the cord and abandoned traditional cable news, NBCLX looks to bring “visually rich” streaming and over-the-air programming to this demographic.

However, the new service went looking for a leg up in reaching these millennial and Gen Z audiences with powerful, engaging content – and found Ross Video.

A leader in production, Ross Video helped NBCLX leverage a cutting-edge virtual set to cater to the shifting desires of viewers in these target demographics. “They care more about context to stories, not just bullet headlines,” said Tim Carista, NBC Universal Media APC Director. “We give them in-depth storytelling, and we really use our virtual set to help do that.”

Ross Video’s Rocket Surgery “offers unmatched design, workflow, and data integration expertise,” giving NBCLX a way to utilize its virtual set in ways that help it accomplish its overarching mission.

By placing anchors in digitally generated sets, NBCLX’s producers can match the virtual setting to the content they’re presenting and generate both impact and authenticity.

“Rocket Surgery has helped us achieve our visual by playing along with us,” Carista said. “They really use our imagination to kind of go along and build effects and sets with us. We want to do things that are going to grab people’s attention – that look different.

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