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A new look. (Outtakes).

The Little Rock TV news wars will take a new dimension beginning today, as KARK-TV, Channel 4, signs on from its new studio in the $40 million, 280,000-SF Victory Building on Capitol Avenue near the state Capitol.

What viewers will notice, however, is the NBC affiliate's snazzy new set design and the first major overhaul to its look -- including graphics and logos -- since the mid-1990s.

Gone is the red, black, white and yellow color scheme of the old set; out the window is the ultra-sleek "4" logo. Any visual traces of KARK's tabloid news past have been banished.

That was one of news director Rick Iler's goals when he arrived at the No. 3 ranked newscast in August: to separate the station from its tabloid reputation and reconnect with its glory days of the late 1980s.

The new set, awash in cool blues and warm woodgrain, has a visual depth similar to what viewers see on the "NBC Nightly News." Engraved glass behind the anchors shows the state Capitol. The gold "4" logo and slogan, "News 4 Arkansas," strive to establish a new identity. A larger studio allows for camera angles previously impossible in KARK's cramped Louisiana Street offices.

One of the new features of which Martha Hendrix, KARK marketing director, is most proud: the ability of camera operators to get a wide shot of the entire news team.
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Author:Turner, Lance
Publication:Arkansas Business
Date:Apr 8, 2002
Words:230
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