Remember the ice desk?

One station had a news desk carved out of a block of ice and the anchors sat at the desk in the middle of Winter while it was freezing outside.

It seemed sort of stupid and it was no doubt a gimmick, but, it didn’t take long for other stations to follow the trend.

Soon ice desks were popping up at stations all over the country and it was a big trend for about a year.

Well, it appears that ice cream is the new ice desk.

FTVLive has been telling you about WFSB in Hartford is taking up big chunks of their news time to go around the market and visit ice cream shops.

WFSB is owned by Gray, but now I see that Hearst-owned WTAE in Pittsburgh is joining the trend and next week will be airing an hour-long ice cream special.

They took up over 3 1/2 minutes of the newscast to pimp their ice cream special.

3 1/2 minutes?!

I had a Producer that often would say that the second coming of Jesus gets 2 minutes, every other package should be shorter than that.

How long before TV anchors are eating ice cream while sitting at the ice desk?

Here’s WTAE’s 3 minute plus commercial.