Is TV news giving away the future?
Most local television station Web sites are run by two companies, Internet Broadcasting Systems (IBS) and Worldnow. But Terry Heaton argues on TVSpy.com that the partnerships are "based on false assumptions and the promise of something-for-nothing for the stations." He thinks that these TV stations should act quickly even if deals with an Internet network can't be broken --"buy another domain and get busy doing TV News on the Web!"He offers these recommendations: "1. The narrower the focus, the greater the likelihood for success. Keep it very simple and serve that niche with all your might. The idea of portals are dead. People are looking for comprehensive sources of local news and information about their area. Why not give it to them?
"2. Think young and postmodern. Don't shy away from points-of-view. Don't feel everything needs to be explained, make sense, or analyzed. Encourage community driven content. Always remember, users are in charge. You are not. Respect them. Empower them.
"3. Don't think of selling advertising on your Web site as an afterthought. Make it an integrated part of your overall sales strategy for your station. Advertisers are becoming more and more interested in interactive opportunities. Sell a potential sponsor a package of an on-air component that drives viewers to the Internet for additional information about the sponsor.
"4. Don't be afraid to compete with yourself. Get over the 'bastard child' view of the Internet. It's got the people you want, and unlike your broadcast facility, the audience is growing. Break stories there. Sell it, sell it, sell it. Adjust your thinking to the current reality and create a synergy that'll show the entire community you can meet their information needs regardless of the forum they select.
Jun 17, 2003 | E-MAIL | SAVE | PRINT | PERMALINK | DISCUSS(0)
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