WOWT has resumed inflicting its series of "The More You Know" spots on viewers. They started seeping into view a month or two ago but have been in heavy rotation for the past several days. The offending pieces—a combination of public service announcements, feel-good circle jerks, and look-how-much-we-care promotional messages—feature most of the station's anchors yammering platitudes about reading to kids, talking to kids, and generally being in touch with the kids in the nerdy way that only clueless adults think is cool.
Whereas similar spots, produced five or six years ago, featured station personalities inexplicably sporting black leather jackets, the new batch finds only Jim Flowers and Dave Webber still clinging to the old wardrobe. In these latest installments we get, among other things, Brian Mastre in a bright red crew-neck sweater pulled over a white, long-sleeve dress shirt—looking as if he just stepped out of a 1982 toupée catalog.
If we didn't know better, we'd swear these were parodies of spots done by real stations. The attempt to be "arty" is so ham-handed (and poorly executed) that we find ourselves laughing out loud every time we see them.
Knowing how many of these people are totally inept at their jobs, how can any of us take them seriously? Think about it: how many of your acquaintances are clamoring for parenting tips from Dumb and Brummer or Jim Thiedlecki?
With all the problems that plague Channel 6 right now, they'd be a lot better off devoting their time and energy to putting together even one newscast that consistently looks worthy of this market. If we want parenting tips, we'll read "Julie's Diary."