In the early 1980s, WSMV introduced the Snowbird character, a scarf- and earmuff-wearing anthropomorphic penguin, as a brand for its weather-related school closing reports. Snowbird appears on-air in both animated and puppet form. Snowbird reports are shown on the station primarily in the winter, but the branding is also used for unexpected school closings caused by other natural and man-made events, not necessarily limited to snow and ice. Due to the character's popularity, Snowbird serves as a year-round mascot for the station, with a -tall costumed version making appearances at community events and station promotions. The station has also engaged in giving away Snowbird-themed apparel and tchotchkes as prizes during sweeps promotions. The Snowbird character has since been licensed to television stations in other markets, including WMC-TV in Memphis, WRCB in Chattanooga, WBOY-TV in Clarksburg, West Virginia, and WTOV-TV in Steubenville, Ohio, all NBC affiliates.