Case Study: WKBT achieves seamless integrated news production with Avid Technology

WKBT Weathers Epic Storm with Avid

WKBT, a Wisconsin TV station with a 21-person newsroom, faced an extreme test when a tornado hit town the same night Avid was preparing a site visit. The station needed a fast, reliable way to coordinate breaking news, share information across staff, and keep news, weather, and sports coverage moving under intense pressure.

Avid Technology implemented the Avid iNEWS newsroom computer system, based on the Avid MediaCentral platform, to support WKBT’s integrated news workflow. Avid’s Professional Services Group handled the site survey, planning, installation, and initial on-air support, helping WKBT collaborate from a single system for story management, scripting, video preview, and web posting. The result was smoother coordination during a major breaking-news event, with WKBT saying iNEWS was “the glue that has held us together” and helped the team rise to the challenge.

WKBT

Anne Paape

News Director