Scripps Stations Ensure Viewers Will Be On ‘The Rebound’


NORTHVILLE, MICH. — A new initiative to connect people with the information and resources they need to navigate life during the coronavirus pandemic is enabling viewers of select E.W. Scripps Co. broadcast TV stations to recover from sheltering at home by getting on “The Rebound.”

That’s the branding assigned to a companywide service-oriented content initiative giving viewers information, tools and resources to assist them as the country moves forward from the pandemic.

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Across Scripps’ TV stations in 42 markets and its national brands, “The Rebound” offers stories and associated tools in tips in four different categories: Getting Back to Work; Doing What’s Right; Managing The Pressure; and Making Ends Meet​.

Dedicated teams of journalists are reporting on these topic areas. Each Scripps station website hosts a page dedicated to “The Rebound,” as seen here at WCPO-9 in Cincinnati,  where audiences can find the latest stories and quick access to tools and resources​.

Also taking the lead on the effort is Scripps’ ABC affiliate in Detroit, WXYZ-7.

Scripps’ national team is producing daily stories on topics including accessing small businesses loans​, finding mortgage relief​, exploring health insurance options and connecting with businesses coming back​. The team’s “Good to Know” show highlights positive news around the country.

Further, “The Race,” a weekly 30-minute political show airing across Scripps’ local TV station footprint, is expanding its focus to recovery efforts.

Nationally distributed Newsy is getting investigative reports from the Scripps Washington Bureau.

Bounce, the Katz networks’ multicast TV network superserving African Americans, is airing the public service announcement “Not All Heroes Wear Capes,” celebrating those on the frontlines of the pandemic response efforts.

“The coronavirus pandemic has changed our lives in profound ways,” said Sean McLaughlin, Scripps’ VP of News for Local Media. “Many members of our community have told us they are frustrated and feel helpless at a time of extreme vulnerability, and while federal, state and local help is available, it is not always easy to understand or access. Scripps believes it’s our responsibility to help connect people with the information and resources they need as we get through this together, and ‘The Rebound’ is the way our news brands will do so.”


Additional reporting by Deborah Palmer, in Detroit.