How one community-focused station is using interactive sponsorships to drive revenue and audience engagement
At Megaphone TV, we’re proud to partner with broadcasters who go above and beyond to serve their communities. WXTX, the FOX affiliate based in Columbus, Georgia, is one of those stations. Known as “the community station,” WXTX sits right on the Georgia–Alabama border and prides itself on local connection. We caught up with Ahkelia Brunson, Senior Account Executive, and Alexandria Saxon, Digital Marketing Specialist at WXTX, to talk about how the station is using Megaphone TV to create unique sponsorship opportunities, engage viewers, and open new revenue streams.
Tell us a bit about the community you serve.
| Ahkelia Brunson: We’re a diverse and thriving community. Our station is based right where Georgia and Alabama meet; you can literally see Alabama across the bridge from our studio window. We like to say we’re the community station. We’re not just the news or weather leader; we focus on being close to the people we serve. |
“[Megaphone TV] provides us with a competitive edge, as no one else in our market can offer it.” – Ahkelia Brunson, Senior Account Executive, WXTX. |
How would you describe the local advertising landscape?
Alexandria Saxon: It’s competitive. We’re a FOX affiliate, so we sell across both broadcast and digital platforms, and we compete with three other local stations—ABC, NBC, and CBS. That competition is strong across the board, so it’s important for us to offer something distinctive to advertisers.
What problem were you trying to solve when you started using Megaphone TV?
AS: We wanted to increase engagement during our news broadcasts. We had seen some dips in viewership and thought interactivity could help boost those numbers. But just as importantly, we wanted a better way to connect with the community. Megaphone gave us that. We started using it for ticket giveaways, photo uploads, and other community-driven campaigns, and we’ve seen great success.
Can you talk about your most successful campaign so far?
WXTX’s “most successful interactive sponsorship to date.” Senior Salute, a UGC campaign where families submit photos of their graduating children.
AS: Absolutely. Our “Senior Salute” campaign (sponsored by local real estate company Prestige Realty) for the Class of 2025 has been our most successful one to date. We received almost 300 photo submissions in just the first week. The community response has been incredible.
AB: We’ve even had elderly viewers call in, and we’ve walked them through how to upload their grandkids’ photos. People are now texting their neighbors to make sure they tune in to our 7 and 10 p.m. newscasts to catch the segments. It’s brought a real sense of excitement and connection. The sponsor is seeing real traction on this campaign based on their website metrics.
Have any new sponsors come on board because of the campaign?
AS: Yes! One of the local school districts saw the campaign and wanted to get involved. We were able to bring them in mid-campaign, which is a great example of how these interactive sponsorships can generate additional revenue and attract new partners.
Your station has had success with UGC campaigns. What makes them work so well?
AS: It all comes back to community. People love seeing themselves, or their friends and family, on TV. It creates a virtuous cycle of its own. When one person is featured, their network tunes in, and then they want to participate too. It’s engagement that feeds itself. We’ve done UGC campaigns for everything from “Outfit of the Day” with Goodwill to ticket giveaways and graduation salutes. They’re consistently strong performers.
How are you incorporating Megaphone TV into your sales strategy?
AB: It’s still evolving. Some campaigns are part of larger annual packages. Others are pitched as standalones, tailored to individual businesses. We’ve found success sitting down with clients, learning what message they want to send, and then building something around that using Megaphone TV. It gives the campaign more impact and provides us with a competitive edge, as no one else in our market can offer it.
What’s been the internal reaction at the station—from the news team, in particular?
AS: They’ve loved it. In fact, our news director has requested additional ways to utilize it, whether that involves weather-related photo uploads or community questions. It’s helped build a stronger relationship between news and sales. There’s a real recognition that interactive content brings value to both departments. And the integration has been seamless. It doesn’t require a lot of work for them to add it to the rundown, which makes it a win all around.
Would you recommend Megaphone TV to other stations?
AB: Not to anyone in my area! But yes—absolutely.
AS: It’s definitely increased revenue, deepened community ties, and helped us stand out in a crowded media landscape. This is the one thing we have that our competitors don’t. And it’s opening doors to bigger opportunities down the road.