KMOV did an outstanding job of weathering the storm Sunday, when it interspersed severe weather reports with live coverage of the NCAA Tournament.
As the afternoon progressed, tornado warnings popped up in some of the southern portions of the St. Louis region. Instead of going full-bore with updates on those, Channel 4 limited the interruptions to commercial breaks then ran a “crawl” with the storm information across the top of the screen while play was in progress.
It cost the station advertising revenue, but masterfully served viewers by not only showing almost all of Duke’s nail-biting one-point victory over underdog Central Florida but also providing weather coverage for those affected.