WILX News 10 Announces New Branding, Chief Meteorologist Darrin Rockcole’s First Alert, 11:00 AM TV News and Renewed Focus on Original Local Reporting


LANSING / JACKSON, Mich. (WILX) – Monday, August 30 was a day of big changes at WILX News 10, Michigan’s NBC affiliate, and a Gray TV station.

After 62 years on the air and many years as Latest news and weather authority, the station launched new on-air graphics, including a new red logo and a new slogan Latest news and first weather alert. This coincided with the appointment of Darrin Rockcole as the first chief alert meteorologist.

Rockcole, who retired from the news last July after 30 years at WILX, was a part-time replacement this summer. When presented with the opportunity to return to his old job, he commented, “I like the direction the station is heading in, and I’ve decided I’m not ready to give up on that just yet.

Starting Tuesday, September 7, Rockcole joins Michigan’s # 1 morning newscast News 10 Today Monday to Friday 4:30 a.m. to 7:00 a.m. (Comscore, HH, July 2021, 6:00 a.m. to 7:00 a.m. MF.)

The First Alert Weather Team is also made up of meteorologist Andy-Provenzano, who has been a reliable and trusted presence in the Lansing / Jackson area for over 37 years. Andy can be seen weekdays at 5 p.m., 5:30 p.m., 6 p.m. and 11 p.m. Meteorologist Justin Bradford has worked at the station for three years and can be seen throughout the week on various news broadcasts.

WHY First alert?

“Moving from Weather Authority to First Alert is our promise to provide early warning when adverse or severe weather conditions may occur,” said WILX News director Mike Schram. “Viewers told us how important this was to them.

“We know the weather is really important to people’s lives, and it’s not just the big things like tornado warnings,” Provenzano said. “It’s the rain that cancels the plans, the gust of wind that sweeps the patio furniture… a lightning bolt when you’re on the water.

These are all situations worthy of a first alert. “Sometimes it’s not considered ‘serious’, but it’s important to cover all types of weather. We’re your go-to location for all local weather coverage, ”added Rockcole.

The number of advance warnings will be different each time, but the goal is to let people know as far in advance as possible. Sometimes conditions warrant an early warning weather DAY. This is usually called a few days in advance, and it means “everyone on deck” for the weather team, as they follow the storm down to neighborhood level. Alerts will continue on TV and all digital platforms until severe weather passes.

From the time a weather warning day is issued, and throughout the life of a weather system, News 10 will keep viewers informed. This includes “explorations” and maps on TV, live cuts, app push alerts, Facebook and Facebook Live, Twitter, and live on WILX.com.

Reaching people through their mobile device today is a critical goal. “People need weather information literally in the palm of their hand wherever they are right now,” said WILX News director Mike Schram, “This kind of warning can save lives. “

Download the News 10 First Alert Weather app and subscribe to push alerts. You can also scan this QR code:

(WILX 2021)


On September 6, the station will change its daytime programming to allow for the very first local 11 a.m. newscast in station history. News 10 TODAY @ 11am will begin airing on weekday mornings as part of a new TODAY line-up from 4.30 a.m. to 11.30 a.m.

“It will include more local weather information and conditions that our viewers have relied on for decades. It’s also an opportunity to showcase some of the great stories happening in our local communities, ”said Schram. “Continuing on from our # 1 ranked morning news, you can expect to see some familiar faces including weather from Darrin Rockcole and Justin Bradford.” (Ratings: Comscore, HH, July 2021, Lansing DMA 6-7am.) Learn more about News 10 TODAY @ 11am and get the new fall range HERE.


2020 brought historically high viewing levels, as local TV stations covered COVID-19, civil unrest, elections, sports (or lack of sports), schools and weather, as well as stories of the local community.

Like other businesses, TV stations have been hit hard by ad cancellations, shutdowns, staff illnesses, work-from-home protocols and quarantines. But covering local news was more important than ever. In fact, journalists were seen as essential workers.

“It really hit me last March when I distributed the letters from the Department of Homeland Security to our staff that allowed them to be on the road during the shutdown,” said Debbie Petersmark, vice president and Managing Director of WILX. “It is a great responsibility every day to honor the trust placed in us.

An April 2021, a Pew Research Study showed that while 61% of Americans said they follow coronavirus news nationally and locally, a quarter (23%) said they pay more attention to local news, while only 15% said they ‘they were more focused on COVID-19 news at the national level. The report showed that Americans also view local media as more credible sources of COVID-19 information than the media in general.

Due to this and other factors, over the past year, News 10 reworked its strategic priorities with more emphasis on original local reports, which resulted in significant rating growth. All news broadcasts have seen year-over-year increases, with several news programs consistently ranking # 1 in the market. During the recent Summer Olympics, every newscast has consistently outperformed other local news broadcasts.

News 10 main anchors David Andrews, Ann Emmerich, Mallory Anderson, co-athletic directors Tim Staudt and Fred Heumann, and meteorologists Andy Provenzano, Justin Bradford and Darrin Rockcole, as well as other anchors, journalists and staff are really part of it. of this community.

Long-time evening anchor and local reporter Ann Emmerich says, “We are committed to producing original reporting from the field. Viewers want to hear stories from real people who break down the facts, remain unbiased, hold leaders accountable, help people find answers, and tell local stories in compelling ways.

With the addition of the 11-hour weekday newscast, WILX broadcasts 31 hours of local news per week. News 10 programming is available live on channels 10.1 and 29.1, on all Mid-Michigan cable and satellite providers, online streaming, on the WILX app, as well as through streaming providers Roku, AppleTV and FireTV .

TV news is also available live and on demand (for 10 days) for free via the VUit app or www.Vuit.com. Download the News 10 app and the First Alert Weather app.


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