The Resurrection of Free TV

There's news this week that for the first time anyone can remember, cable and satellite TV services are actually losing more subscribers than they are gaining. It's just too pricey.  There's a great NPR interview with a consumer who says maybe he'll just watch television online and - ta-da! - free, over-the-air television. 

Free television almost seems like an idea from history these days.  But before it makes a comeback, we're actually going to have to make it easier for viewers to figure out.  Have you tried to consistently watch internet TV?  It's a maze of cords, wireless connections and funny black boxes that look like they'll all be obsolete almost as soon as you plug them in.  As this guy told NPR, "I just want to use my remote."  It's bound to get simpler in time.

Ease of access and choice almost always wins out with consumers.  Broadcast, over-the-air signals are still simple to get and higher quality than ever before.  Combined with mobile TV in the future, and a local focus, broadcasters may be on the winning end of technology change this time.  Now if I could just find one of my seven remote controls.

 - John Altenbern

Bears and Blackberries (and Local News)

I spent last week trying to "get lost" in the wilderness of Montana...  and did a pretty good job of it.  (OK, it's a little sad to admit that the BlackBerry does work in all but the most remote places.) 

There certainly are mental benefits to unplugging from the world for awhile, but eventually you want to know what's going on around you.  With a 21-year-old son and a 17-year-old daughter in tow, we knew this was likely one of our last family vacations like this as a group.

Driving cross-country, we shared stories and listened for hours to XM radio while crossing the endless prairie of South Dakota.  Bluegrass music?  Check.  Coffeehouse acoustic?  Check.  Fox News?  Oh wait, skip that.  But when storm clouds turned black, we hit the FM button to get some local weather.  A crackly, older voice told us about hailstones the size of baseballs 50 miles behind us.  Thank goodness we missed that. 

In a week where grizzly bears attacked campers in their tents outside Yellowstone, we wanted to read a local newspaper to learn more about the story.  (Although there were no bears at our hotel.)  And yes, we watched a local newscast or two just for fun.  We learned things about trout, pine beetles killing trees, a wildfire under control and tomorrow's weather. The stuff that makes a community in Montana. 

No matter where you live or travel the need for localism endures.  Hearing local people report local news is absolutely essential to get a sense of place.  In Montana, knowing about bears and that new business coming to town seems way more important to the future vitality of local television than having the rights to air Dr. Phil. 

No matter what technology comes along, I'm convinced that the people who tell local stories in their communities have a solid future. 

Now, it's time to get "plugged in" again.  Although here in the midwest I'm going to miss those bear stories on the local news.  

- John Altenbern 

Reporter, a.k.a. Multi-media Information Gatherer and Distributor

What do we call people who report the news these days?  I find it amusing that the industry is struggling to come up with new names for reporters.  Are they VJ's?  Backpack journalists?  Multi-media journalists?  Multi-platform reporters?  Perhaps you prefer the old-fashioned "one-man band" name.

Since when does a change in technology dictate finding a new name for yourself?  Musicians didn't become digital recording artists when they started putting their songs on iTunes.  Hearst recently announced that their reporters were all being trained to create and distribute material in all sorts of places - but they were sticking to the "reporter" name.  Good call.  In the newspaper world, photographers who grew up shooting film now shoot digital still pictures and take video, too.  So are they photographers or videographers?  Or digital jounalists? 

One thing is certain -- for the readers/users/viewers who receive information, it really doesn't matter what we call ourselves.  This new identity crisis of ours is just a reflection of the industry's temporary uneasiness with technology change. A reporter who filed a story by telegraph 100 years ago was still reporting. Yes, it's cool and it requires some new skills, but does sending a story using a Droid phone really require a title change?   

- John Altenbern

Covering News with Social Media

Facebook and Twitter certainly aren't new. But using them as a primary source to cover high interest, developing news certainly is to traditional broadcasters. I've seen it happen a few times lately with big court cases. One, in particular, stood out. In Reno, James Biela was on trial for the kidnapping, sexual assault and murder of college student Brianna Denison. The case had extremely high interest not only locally, but regionally and nationally. It was the event everyone was talking about.

All stations were relying on pool video so KTVN needed another way to serve their viewers and stand apart from their competition. So they made a commitment to keep their viewers informed every minute of every day the trial was on. That's not something you can do over the air in a traditional format.

Their reporter Tweeted and posted on Facebook from the trial every single day, often 10 - 20 times an hour for nearly three weeks. His posts gave people insight into jury selection, the judge's comments, the judicial process, and the evidence. He was able to share the comments, reaction in the courtroom, detailed descriptions of the defendant and even photos throughout the trial. He was also able to immediately answer people's questions about what was going on when they tweeted back or posted on Facebook.

As one Facebook follower said after the verdict was read, "Fantastically thorough! Thank you. It felt as though we were in the courtroom for the whole thing."

That was the goal and it paid off for Channel 2 News if the number of Facebook followers is any indication. The challenge now for KTVN and every station... how to keep all those fans and followers that were hungry for news about a specific case active and engaged with the product even when there is not big, breaking news. And further, how to get them to rely on your news broadcasts as much as they relied on your social network reports.

It's a whole new chapter in your marketing plan. CJ&N can help you write it!

 - Jill Johnson

 

Don't Be a Railroad

If you've ever taken a marketing class, then you probably know the example about the passenger railroad industry and how it contributed to its own downfall by defining itself too narrowly (Marketing Myopia, by Theodore Levitt). It continued to focus on being in the railroad industry rather than the transportation industry. It didn't evolve and adapt to a changing world.

It's time to drag that example out again and apply it to local television... well, any media really. Are you in the local television business or are you in the business of providing local information? It seems as if many stations are still narrowly defining themselves, and then have a few things going on the side - like a website or cell phone delivery. These things are seen as separate add-ons.

But if you want to survive this technology/media revolution, it's going to take full integration and an all out culture change. Survival in the future (right now, actually) will require embracing a broader consumer-focused definition. Now... who's still working at a television station?

Brush up on Marketing Myopia and why it's so deadly to your business by reading this article. http://management.thinkahead.net.in/marketing-myopia-definition-example-and-explanation-theodore-c-levitt-theory-of-marketing.html

-Donna Petersen

It's Time to Make a Change

Dad always told me not to get too attached to "things," especially cars. They're just machines, he said, that can be replaced - usually with something newer and better.  Almost 20 years ago I bought one of those fancy new Dodge minivans. They were newly restyled: spacious, yet sleek and modern. I was proud of that van, and the first weekend I had it I drove it 350 miles to show my dad.  Dad had brain cancer, but he almost literally crawled to his front porch, looked to the driveway, rasped out "Nice car," and returned to his bed.   Those were the last words I heard him say. So much for not getting attached to a "thing."

I've been driving that van for 19 years. Oh sure, I wanted something new. I wanted fancy electronics and those new safety features. But I just never seemed to get around to it. Buying cars for other family members and paying for my daughter's college tuition always seemed to be the higher priority. Besides, despite Dad's words of caution, I had grown attached to it.

Over the past few weeks, all the "character traits" of the car started to bug me.  The small dents. The rust spots. The missing hubcap. The hood ornament flopped on its side. And I started to see the van for what it was.  Functional. Reliable. But outdated. Inefficient. Yucky.

It was time to make a change.

In many TV newsrooms, it's time to make changes. New technology, and the sleek new practices that have evolved from that technology, have made some traditions look outdated in comparison. New economics have changed the environment, and conservation is more important than ever.  Maybe it's time to lose that attachment to some of the old things in your newsroom, and to old ways of doing things.

I have to go now.  I'm heading out to my new car to program the NAV system, synch up the cell phone, and set my favorite satellite radio stations.  Dad liked new things; he would have approved.  

- Mike Anderson

What's Your Digital Identity INSIDE Your TV Station?

You're a TV station, right?  All this stuff about Facebook and Twitter and even your web site itself... that's all just extraneous busy work that makes sure you keep up with the fads.  Right?  Uh, we don't think so.

Maybe you saw the good news this week about about the economics of the Internet (a TVB/Borrell study just out says local online ad revenues for TV stations is expected to increase 21% in 2010). But this isn't about cash flow. It's about your identity as a dominant provider of content.

We think the stations that survive to the next stage of this industry's evolutionary cycle will be those seen as powerful and reliable information providers ... seen by the consuming public as being better at it than the other stations in town. WCCO in Minneapolis will likely be a survivor. Check out this blog from MinnPost.com that takes a look at how WCCO has such a strong online presence. Here's an important excerpt from writer David Brauer's blog:

WCCOers -from reporters and weathercasters to producers and promotions people -just seem more jazzed about the future than your average news organization. Twitter seems to crackle with station personnel chattering about the station's latest efforts, seeking and seeming open to feedback, talking up interesting efforts they see elsewhere. Almost every organization has such folks, but ‘CCO's cadre seem to have achieved critical mass, emitting an esprit de corps enthusiasm more authentically charming than those hoary "we all love each other" promos.

Brauer made note that WCCO is the only station that has an easily recognizable "digital mastermind" as a driving force. About three weeks ago, the CJ&N Newsletter distributed an article to our clients looking at how two local TV stations, WNEM in Saginaw and WJZ/Baltimore, have made huge strides in signing up Facebook fans (WJZ now has more than 44,000 fans!).  Based on our talks with the news directors of both stations, we realized one thing the two stations had in common was a sharp and progressive digital content manager.

To have a strong digital identity in your market, you must first have a strong digital identity inside your own TV station.  Your long-term survival could depend on it.

- Mike Anderson

Local TV News a Commodity? Not hardly.

There's a lot of conversation, consternation and doomsday warning out there that local television news has become a commodity much like bath soap, airlines and athletic shoes (although those examples are arguable as well). The premise is that all newscasts are basically the same and your only path to success is through marketing. I have spent my entire career in marketing and as much as I'm flattered by the importance this train of thought places on what I do, I disagree with the premise. And here's why.

Successful local television newscasts are far from being a commodity. In every one of them, there is something in the newscast that is different and appealing. Whether it's talent, unique content elements, and/or presentation style, there are product differentiators that marketing alone cannot create or sustain on its own. One could argue, if all local newscasts are the same (a commodity), then the biggest determining factor for success should be lead-in programming. While we all know lead-in programming is important, how do you explain all of those markets where the highest rated 5:00 p.m. newscast does not follow Oprah, or the highest rated late news is on the NBC affiliate?

Along with the theory that all local television news looks the same, comes the warning that local news promotion also looks the same. And, therefore, news marketers need to take lessons from consumer goods advertising - how a commercial for a brand of bath soap separates that brand from the rest of the pack, or how an athletic shoe commercial created brand loyalty. First of all, there is danger in looking at one commercial out of context, in isolation and drawing vast generalized conclusions about its effectiveness.

Second, let's face it; television news is different than consumer goods. It's easier to purchase than soap or athletic shoes - you don't have to get in your car, drive to the store, and look at an endless display of similar products, relying on distant commercial images and product packaging to make your buying decision. Also, unlike all other consumer goods, our television advertising (promotion) is able to give consumers a real taste of our product, something other television advertisers cannot do with their commercials. That's why they have to rely on other advertising techniques to connect with consumers, hoping the consumer will remember them when faced with an opportunity to buy their product in the future. A television ad can't let you sample how good that Keebler cookie tastes, or how comfortable those Dr. Scholl's inserts are, but your promos can actually let them sample your newscast.

In addition, we have to remember that unlike the purchasing process of most other goods and services, our customers have total control and can stop the process anytime they want. You buy a car; you're stuck with it until you can sell it. But if you tune into a newscast that doesn't fulfill your expectations or desires, you change the channel, you stop the purchase mid-stream and the station loses a customer. It's as simple as that.

Finally, it is important to recognize that the success of local news is defined by repeat customers and not by a single purchase. Viewers have to like what they see (your product) and come back for more. There hasn't been an image promotion created yet that will make viewers sit through a lousy newscast for a full 30 minutes, AND come back tomorrow.

That's why the emphasis on the product is so important. Research your market, find out what viewers want, create ways to differentiate your product, and then deliver...every single day. And finally, recognize that an important goal is REPEAT CUSTOMERS. You can't promote what you don't deliver, and can't trick viewers into watching... not more than once.

-Dave Tressel

What Does Fed's Broadband Plan Mean for Local TV?

I would love a broadband connection at my house that pumps out 100 mbps.  (My cable connection is now 8.26 mbps and I think it's pretty fast.) 

This week the federal government will announce a plan to make the information highway the autobahn in the next few years - in part by taking spectrum space away from broadcasters and using it to beef up the internet.  It's a bitter pill for broadcasters, who have been favored in the regulatory world for the past 60 years.  Is the FCC about to shunt over-the-air television to the spectrum sideline and diminish it as a medium forever?

I don't think so. The value of broadcast TV is just too high. I have a hard time believing this is as simple as the bureaucrats wheeling out a new plan for the future and everyone applauding because they can download movies more quickly.  It comes down to two key groups:  consumers and politicians. 

Consumers because Americans watch more TV than any other group in the world, and the system responsible for most of that content is broadcasting.  The audience has even confirmed that choice in recent years by going out and purchasing expensive HDTV's - even in the midst of a recession - in order to see the best quality signals, whether they are delivered on cable, satellite or over-the-air. 

The spectrum required to launch mobile TV is hanging in the balance with the government's new broadband plan.  Who better than broadcasters can develop a service that would put local over-the-air television on your cellphone?

Then there are the politicians.  Overwhelmingly,  people in this country get their political info from television.  That includes finding out about candidates trying to get elected who advertise on TV.  Do politicians have the will to let down the medium that plays a key role in putting them into office?  I doubt it. The FCC's plan may have to change given the political realities. 

Sure, I want a faster, better internet and there's only so much spectrum to go around. But first, you'll have to pry the remote control out of my hand.

-- John Altenbern

Local TV: A Common Currency

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