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