‘Minnesota Live’ — Case Study
Developing a segment for live TV
THE CHALLENGE
Local news thrives between entertainment and education. People want to learn, but they don’t want to feel like they’re learning. Too entertaining and you lose substance. Too educational and you lose viewers. When creating a segment for a live morning TV show in Minnesota, I took a strategic approach to ensure I would meet viewers where they were at.
THE SOLUTION
Working alongside show producers, I pitched a handful of concepts that I believed would be on-brand and on-message. We narrowed it down to a handful and chose the one we felt would resonate most with viewers — a comedic segment detailing “lesser-known” travel destinations around the state. Merging storytelling with on-screen visuals, I spontaneously interacted with the hosts, creating a “live” feel with a strategic foundation.
THE OUTCOME
The outcome was an entertaining segment that educated viewers on all that the state has to offer — but in a humorous way that felt closer to a stand-up set. Another proof point that it’s not just about what you have to say, it’s about how you say it.