The Indianapolis Star from Indianapolis, Indiana • Page 45

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 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 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. 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 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 an Indianapolis ad agency that helped usher WNDY into the market.

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