According to new media expert Steve Safran, the best way for stations to keep local TV news viewers is to send them away—on line.
Safran, Audience Research & Development's senior VP/Media 2.0, made the statement at a Wednesday Promax/BDA conference session in New York, "Leading Innovation, Reinvention and Opportunity in Local News."
He began with the bad news first. While online revenues for "pure play" sites had hit 57 percent, local TV online dollars are barely 7 percent of the pie. "These are terrible numbers," he added, "but worse yet, your networks are going around you so your ratings are diving. Viewers can now get the premiere of The Office on Apple or Hulu or from HD streaming."
The solution, he said, is for stations to create their own separate online company, building a separate site that doesn't even have the station brand on all its sub-sites but is always searchable and sharable.
http://www.tvnewsday.com/articles/2008/06/18/daily.6/
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