It appears that WREG in Memphis is not confident enough that viewers will watch their newscasts during the (meaningless) July book.
So, they are offering up cash.
The station is running a contest during the July book, offering up cash to viewers that see the "Christmas in July" word on the screen and call the station.
The third person who calls after the cue is announced will be asked if they know that newscast’s “Christmas in July Word”, if they do they win.
The contest starts today and if you live outside the Memphis market, you can't win.
Today's word is "Despareate".