Local TV: A Common Currency

 Email Article |  Twitter |  Facebook |   LinkedIn 

Like almost everyone, I've been watching those dramatic Olympic stories play out on TV. 

What's happening in Vancouver has become the "common currency" of a lot of conversations.  Did you see those snowboarders?  Is the Russian ice skater a sorehead?  Did you see that skier fall as he crossed the finish line? 

Much of America is watching NBC each night, according to Nielsen.  You might say, "Well, this is the Olympics - what do you expect?"  Ratings will likely disappear when the games are over.  But television networks - and television in general - still have the power to command a mass audience with the right programming.

It's a fact that seems often overlooked in the discussion of the new media landscape.  Much of our industry's attention seems to be directed towards the "long tail" - those incremental increases possible by satisfying the needs of a niche audience.  There certainly can be a business in becoming a news source for a neighborhood, for example, or a particular demographic like young mom's or retirees. 

But some local television newscasts are still that valued place where people come to see what's going on in their area, or to learn when the next storm is expected.  Real substitutes are few.  With the right combination of content, personalities and unique style, local television stations can command the attention of a very diverse and large audience in a geographic area. 

Research shows us that more people each day watch local newscasts than download a video or visit one of a million websites. Sure, there's business in niche websites and narrow demographic targeting, and we certainly face more competition than ever before.  But compelling and relevant stories that appeal to our unique geographic audiences never go out of style. 

Maybe we should think less about chasing every stray set of eyeballs and more on how to make local television less boring and predictable.  Your station can become the "common currency" in your market.  You can win the gold if you're willing to make the commitment. 

- John Altenbern

Lessons in the Leno Failure

 Email Article |  Twitter |  Facebook |   LinkedIn 

NBC's late night retreat is seen universally as the white flag of primetime surrender.  Remember all those "10" spots last summer with Jay driving down the road in his sports car?  NBC probably now wishes it had sold that inventory.  But despite the obvious cry of "uncle" from NBC, there are a couple of good reminders for all of local television in this whole debacle. 

NBC affiliates still have some juice.  After a disastrous November for both affiliates and the network, NBC stations were heard loud and clear:  the Leno experiment was a failure.  To its credit, NBC listened.  (And let's face it, it was getting hammered, too.)  The "who needs affiliates?" talk isn't quite as loud now.

The audience still decides who is successful and who is not. 

Whether it's late news numbers, primetime ratings or online downloads, more audience generally equates to more money.  The idea that network television can be strengthened by cutting the size of its audience and "managing for the margins" needs to be re-thought.  Isn't shrinking the number of viewers the antithesis of what makes network television valuable? 

While audience is shrinking, do we need to speed up that process unnecessarily? There is danger in our business of getting too far ahead of the curve.  The talk of fundamental media change is everywhere, but trying to force new habits and ideas on an unwilling audience is risky business.  While NBC has embraced the idea that the current network and affiliate model is broken, and tried to blaze a new path, CBS and ABC have strengthened their financial position (and their owned-affiliates) by getting back to old-school basics: Popular programs and improved local newscasts.  Remember that next time someone advocates giving up on what brought you this far.

There's more change ahead for network television and Leno won't be the last experiment.  But a few more Dateline and Law & Order episodes may be necessary before anyone gets a handle on the brave new media world. 

- John Altenbern