Possible Theme For Al Gore's News Network - The "REAL" News
"TRN" or something. I honestly think there is a market for a REAL NEWS NETWORK.
Slogans can be something along the lines of:
"If you're looking for Michael Jackson stories.... Keep looking"
"Reporting - The way it used to be"
"We look closer"
"Guerilla Reporting"
"No Tabloid Stories"
"Foreign Affairs. Not "Affairs""
Basically sell the channel on the premise of not giving in to 'juicy' soap-opera stories. They could make ads juxtaposing their programming with other 'news' networks programming (showing the endless Laci Peterson, MJ, Prince Charles coverage) - And addressing how these 'news' channels have been preempting real in-depth news in order to stay on top of the 'juicy' stories.
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