Shrinking Newsrooms, Demanding Consumers and Expanding News Sites
Category: Blog - June 24, 2008
In a world of shrinking TV newsrooms and expanding online TV news sites, today's networks are leveraging new technologies to meet users whenever, wherever and with more content than ever before. News organizations recognize it is no longer about just telling the story; they need to provide consumers with opportunities and tools to dig deeper, react to and use the information on their own terms.
Web Integration Across National TV Networks
In an obvious state of transition, the major national TV networks aggressively formed alliances to extend their audience reach and online platforms in 2007. ABC launched i-Caught to collect user-generated video submissions and partnered with social-networking site Facebook to engage individuals around the election. CBS hired out digital video editors to facilitate new mash-up EyeLab video content and also joined forces with Digg to share political content and election-news headlines.
Media companies are going beyond earlier digital strategies like video and reporter blogs, gobbling up user-generated sites and partnering with other media brands, community-oriented Web sites and social application providers. MSNBC.com, for example, bought Newsvine so citizen-produced news could be displayed on MSNBC news pages.
Web Integration Across Local TV Networks
On the local TV scene it's a slightly different story. Local stations are working hard to keep up with multimedia and Web 2.0 technologies. They are adding staffers dedicated to a station's Web site, better understanding quickly changing consumer lifestyles, and introducing site features and ways for consumers to both get news and contribute to it.
I speak to the local TV network transition and why PRO pros should be paying attention a bit more in the latest edition of PRSA Quarterly. Check out the "Trend Spotting" article on page three.
During a time when newsrooms are a "big factor in the economic success of local television" (2008 Annual Report on American Journalism), local affiliates have a competitive advantage in the digital marketplace. And that's local content. Viewers tune in to watch broadcasted coverage of high school sport scores and local weather forecasts - not international business news.
These changes taking place and the increased emphasis on local content from Twin Cities TV stations reminds communicators and brand managers that in this vast Internet world, sometimes the best place to generate stories for a brand is close to home.
Katharine Mudra
Account Manager
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