MEDIA: Channel 13 expanding its info-tainment brand with new show

Bookending the chatty "Morning Blend" that debuted earlier this summer, a new locally based evening show called "Cool in Vegas" will premiere in mid-September on KTNV-TV, Channel 13. Molly Sullivan, the Las Vegas-based reporter for the Mountain West Sports Network, will host the high-def "Cool" at 7 p.m. weekdays.

And what, exactly, is "Cool"? Station VP/GM Jim Prather explains in a statement:

"We will showcase those people who have built businesses and careers in Las Vegas, residents and tourists who enjoy the life and lifestyle, and those talented and hard-working people who do an exemplary job providing a great value and great experience for families and customers all over the valley."

In other words: People who provide products. Many segments will be paid for by sponsors, as on "Morning Blend," kicking up the station's revenue potential another notch while polishing it with an entertainment sheen.

"Sponsors will have the opportunity to be featured in video postcards," Prather continued in his statement. "These segments will be shot on location at the advertiser's business, giving them a chance to tell their story, in their own words. This will be a unique advertising opportunity for people who want more than a commercial and a unique viewing opportunity for people who want to know more about Las Vegas."

For viewers who indeed want "more than a commercial," cool product-pitching — i.e., "Cool in Vegas" — will debut Sept. 13.