Rochelle Ritchie of WPTV-TV in West Palm Beach, Florida decided to let her hair go ‘natural’ and let viewers see the transformation. During the process, the ratings of Ritchie’s show increased. When she first told the idea to the news director, a white man, he had no idea about the process. The news director said,” I had no clue this was an issue. I never heard about it, and I had African American friends. I instantly bought into this story. I had not seen this story done. It brings up a safety concern.” His only concern was that the viewing audience wouldn’t care but the feedback proved positive.