A “fresh take” on morning television is the key selling point of a new morning dose.
Tribune Broadcasting, the UHF and VHF arm of Tribune Media, is betting big its ingredients will give consumers another wake-up and breakfast show option.
It also sends a warning shot to AM and FM radio stations in six DMAs that they aren’t the only media that can connect on a local level with lifestyle news and entertainment ahead of a day at work, school, or play.
On Thursday, June 29, morning dose. will bow on six Tribune O&Os: KDAF/Dallas, KIAH/Houston, WPHL/Philadelphia, WDCW/Washington DC, WSFL/Miami and KRCW/Portland, OR.
In Dallas and Houston, the show will air from 5am-8am; in all other markets it will air from 6am-8am.
Tribune is pitching morning dose. as “a first of its kind, live social ‘wake-up’ show,” and is created in partnership with Dose, a digital media agency specializing in “data-driven, shareable content.” Additionally, Tribune describes morning dose. as a program that will feature “compelling and timely news stories powered by Dose’s social storytelling and scientific method to create and distribute content.”
Taking a cue from the many successful morning shows seen across radio stations from coast to coast, morning dose. will feature co-hosts Melissa Rycroft — a Dancing with the Stars contestant currently a mentor on CMT series Dallas Cowboys Cheerleaders: Making the Team — and Brandon London, a former NFL and CFL football player.
They will be joined by journalist Laila Muhammad, who transitions to morning dose. from Tribune’s daily news program Eye Opener; that program is being replaced by morning dose.
Serving as the show’s Creative Consultant is Rick Joyce, a former co-Executive Producer of Entertainment Tonight who previously served as Executive Producer of The List.
“Working with our partners at Dose, we’ve developed a morning program that will go beyond the traditional broadcast treatment of ‘trending’ social content,” said Bart Feder, Tribune’s SVP/News. “The goal of morning dose. will be to set the morning agenda by showcasing the content and advancing the stories that will drive the day’s social conversation.”
Dose CEO Emerson Spartz, known as a “viral media” expert, added, “The future of broadcast is data-driven creative, and we’re excited to partner with Tribune to create a morning news show unlike any other. Dose’s technology minimizes the guesswork of identifying which stories and angles will resonate. For years, we’ve planned to adapt our process to TV, and it’s thrilling to finally be opening up these new frontiers of innovation in storytelling.”
While Tribune Broadcasting owns 42 owned or operated local television stations, poised to become part of the Sinclair Broadcasting Group family, there is no indication that stations other than those named will be adding morning dose. in the immediate future.