| Copyright (c) 2009 Karen Friedman Enterprises, Inc. | | | | "friending" on Facebook, "tweeting" on Twitter, |
| As a former TV news reporter and anchor, I often | | | | blogging, podcasts and "linking" to one another on |
| wonder whether TV news still matters. My first | | | | LinkedIn, and it's easy to understand why TV news |
| thought is usually "Of course it does." However, | | | | is no longer the gold standard for delivering and |
| perhaps a better question in this age of social media | | | | receiving information. TV stations are now having the |
| is "Does TV news matter as much as it once did?" | | | | same experience as newsrooms: award-winning |
| Research suggests it does not. | | | | journalists and broadcast executives are fleeing TV |
| According to data from Nielsen Media Research, | | | | stations to begin alternative news sites that provide |
| viewership on the three evening network news | | | | investigative reporting, tap freelance journalists for |
| programs has steadily declined over the past 25 | | | | content and offer long, in-depth pieces that are |
| years, falling by more than 1 million viewers each | | | | tough to find in today's revenue-challenged TV |
| year— translating into millions of dollars in lost | | | | newsrooms. |
| annual revenue. The 2009 Pew Project for Excellence | | | | Media and political consultant Larry Ceisler says that |
| in Journalism's State of the News Media annual report | | | | the financial pressure on local news is forcing those |
| says that local news staffs, already too small to | | | | operations to air more voiceovers and use fewer |
| adequately cover their communities, are being cut at | | | | reporters. "The fact that reporters are younger and |
| unprecedented rates. As a result, this caused local | | | | less experienced in their markets is a detriment." |
| revenues to fall by a surprising 7 percent in an | | | | Ceisler says because money is tight, many |
| election year—and ratings continue to drop. | | | | newsrooms can't afford to hire experienced reporter |
| Only cable news is flourishing. As previous Pew annual | | | | and producer staffs who are familiar with the market |
| reports have shown, new media — including | | | | where they work. Ceisler adds that the quality of |
| the Internet, blogs, podcasts and video sharing | | | | reporting has diminished, and he believes that the |
| — is rapidly becoming mainstream media. Pew | | | | days when local TV was a PR expert's most |
| cited one survey stating that the number of | | | | important task is over. "It is always good for the |
| Americans who say they found "most of their | | | | client, when they have an event, to see cameras," |
| national and international news" online increased 67 | | | | he says, "but cameras are becoming more like props |
| percent in the past four years. | | | | for clients. Bottom line, TV just does not have the |
| While the growth in online news consumption cut | | | | impact it once did." While this may be true, other |
| across all age groups, it was fueled by young people. | | | | PR professionals believe that TV is a convenient and |
| It appears that the limitations of three main channels | | | | effortless way to stay on top of what's happening in |
| and a dinner-hour time slot are to blame. Even an | | | | the world, especially for older people who are not as |
| unofficial survey that I conducted of my | | | | computer savvy. "When you consider that more |
| college-bound son's friends with short attention spans | | | | people [use] TVs than computers to access news |
| revealed that if they want news, they'd rather obtain | | | | online, [then] the role and continued value of TV |
| it online, without commercials and with the ability to | | | | news becomes more apparent," says Lori Neuman, |
| move on when they lose interest. Rick Williams, | | | | communications manager for NRG Energy. She adds |
| executive producer at WPVI-ABC TV in Philadelphia, | | | | that TV news speaks to and reaches all audiences. |
| agrees. Williams says that because younger viewers | | | | It's still an important vehicle to get your message |
| get most of their information from the Web, it is | | | | out, Neuman says. |
| critical to cross-promote news between the TV and | | | | Former major market television news reporter turned |
| Web platforms. That means streaming news events | | | | media and crisis consultant Rick Amme believes TV |
| live and carrying breaking stories on the station Web | | | | news is actually more relevant than it's ever been |
| site so that viewers don't have to wait until the | | | | and credits You Tube, the popular video sharing |
| evening broadcasts. To do this, many stations have | | | | website frequented by users from around the world |
| hired producers who do nothing but create Web | | | | who upload and share video clips. Amme cites a |
| content, update stories online, produce video for | | | | Fortune 100 client who just a few years ago told him |
| Web sites and create breaking-news alerts that are | | | | she was much more concerned about print media |
| sent to subscribers' cell phones and e-mail. As a | | | | because it could be replicated and circulated much |
| result, Williams says that WPVI is probably in better | | | | more easily than broadcast media. In Amme's opinion, |
| shape than most stations because it has focused | | | | You Tube has changed that entirely. "TV news has |
| attention on viewer habits, and also maintained a loyal | | | | now become potential source material for good or |
| audience who has followed the same anchor for | | | | bad news and the viral videos can have a more |
| more than 30 years. "Our ratings are still strong, but | | | | powerful visceral impact on many different |
| clearly not as strong as back in the day," says | | | | audiences." |
| Williams. "Overall TV viewing is down, especially given | | | | As for my own opinion following two decades as a |
| you can now watch what you want to watch when | | | | television news reporter and anchor, I also believe |
| you want to watch it." He says that many stations | | | | TV news, especially local news, will remain relevant to |
| "have all but turned out the lights in their newsrooms | | | | people who want to know what's happening in their |
| and have laid off scads of people" because they can | | | | own backyard. Despite the steady decline of |
| share video and use more canned pieces from other | | | | viewers, Pew also reports approximately two-thirds |
| content providers. However, he stresses that TV | | | | of Americans say they still get their news from their |
| news, especially local news, is still relevant for many | | | | local television stations. Although newsrooms across |
| stations around the country, especially regarding | | | | the country are cutting salaries, staff and merging |
| weather reporting. Williams says that even though | | | | operations to cut costs, many continue adding |
| you can click on many Web sites for a quick update, | | | | additional newscasts in an effort to remain profitable |
| local weather reports remain big drivers for TV news | | | | as news programming can account for nearly half of |
| viewers. | | | | a station's overall revenue. |
| Additionally, as lifestyles change and people start their | | | | Like any good product, TV news must strive to |
| days earlier, morning news programs are also | | | | remain relevant by continuing to beef up web |
| growing. About 40 years ago, viewers only had three | | | | presence and attract younger viewers. But I also |
| channels to choose from. As cable grew, more | | | | believe TV news must consistently differentiate itself |
| channels were offered. As the Internet exploded, | | | | by doing what it does best which is broadcasting |
| more videos started popping up on the Web, | | | | world events and Live breaking news in a way that |
| generating millions of hits and prompting creators to | | | | only television cameras can capture. |
| improve quality. Combine this explosion with | | | | |