WCBS-2 Punches Up Its Forecast

(From The New York Daily News -- By Richard Huff)

WCBS launched a new weather tool this week -- DOPPLER 2 MILLION -- and at the same time took a creative, yet unusual, jab at WABC's weather ace, SAM CHAMPION.

"What does it take to beat THE CHAMPION," WCBS's Weathercaster, JOHN BOLARIS, says in a funny promo the station is airing to highlight the new system.

Bolaris is in a boxing ring, surrounded by his WCBS weather colleagues, and all are wearing boxing robes.
[I sense a WEST SIDE STORY ending in this. Not pretty.]

The hook is, Bolaris' opponent is a guy seen only from behind with blond hair that is cut to look like CHAMPIONS's.

To deliver the punch, the spot's producers have a shot of THE FAUX CHAMPION in the ring getting his hair blow-dried just before the fight.
[As RICH GOODE would say, he's "gayer than a tangerine."]

The spot is unusual because it's rare for one station to take on another in such a way, and even rarer to focus on one rival on-air person.

WABC officials wouldn't comment, or should we say, counterpunch.
[Oh, that humorous writing class IS paying off...]

In the WCBS commercial, the two weathercasters fight -- with RADAR LOVE playing in the background (get it?).
[Yes, we got it. Thanks.]

No surprise, Bolaris wins.
[What? No surprise ending...well, after all, it IS WCBS's promo.]

"You can't be the real champ without THE DOPPLER 2 MILLION DOLLAR BABY," Bolaris says.
[Hmmm. Are they trying to refer to it as their MILLION DOLLAR BABY -- ala the recent boxing movie? Did you get it?]

Unfortunately for Bolaris, that was the most exciting part of this week's launch of DOPPLER 2 MILLION, a weather radar system that allows weathercasters to pinpoint storms in specific neighborhoods.

"This is like CHRISTMAS for us, right here," Bolaris said the first night out while showing viewers an overhead look at his boyhood home.

"We can go right into your house, so keep the shades down," he said.
[Er, that's ok John.]

"If there's a heavy storm in your neighborhood," he said, "we can pick that up."

Trouble is, there wasn't a storm on the horizon to help demonstrate the technology.

And without a storm in the forecast, it was as if Bolaris got A CHRISTMAS PRESENT without the batteries.
[Maybe the CBS affiliate in NEW ORLEANS could've used THE DOPPLER 2 MILLION, eh?]

[I missed all this CBS-2 DOPPLER 2 MILLION hoopla this weekend. I was tube-side with THE WEATHER CHANNEL for their HURRICAN KATRINA COVERAGE. Can't beat SHARON RESULTAN.]