Capital Community Media, formerly known as CCTV, has evolved its brand to reflect its expansive role in the greater Salem community while aiming to increase awareness and utilization of services as well as long-term fiscal strength.
““The new name, Capital Community Media, honors the organization’s internal values and community relationships built in the past 30 years.””
The organization’s former name was well known, but didn’t capture the full breadth of its mission. While the media center does serve as Salem’s only TV station, its offerings also include local radio, free studio space for individuals and nonprofits, and career development opportunities for youth. At this stage in its growth, the “TV” in “CCTV” had become limiting and incomplete.
To better reflect its role in the community, the media center embarked upon a comprehensive branding effort in partnership with the Corvallis-based firm Madison Ave. Collective. Its goals were to connect to diverse audiences of all ages; to create awareness of its services; and to support a diversified funding model to embody the forward-looking vision that it has for its future.
“The new name, Capital Community Media, honors the organization’s internal values and community relationships built in the past 30 years”, said Executive Director Alan Bushong. “It also supports a growing system of sub-brands (such as CC:Radio and CC:TV) that represent our wide variety of offerings in a familiar, coordinated way.”
In addition to rolling out the new brand name, logo, and messaging, this August, CC:Media will also be launching over-the-top (OTT) services such as 24/7 channel streaming and video on demand through Roku and Apple TV in an effort to remove barriers for the viewing audience and offer greater access to community information.
Capital Community Media (capitalcommunitymedia.org) is a multimedia center in the greater Salem area that provides local content, education, and a platform for people who want to hear and be heard by their community. The not-for-profit organization produces CC:TV, which can be found on Comcast cable channels 21, 22, 23, and 322, as well as CC:Radio at 98.3 FM.
