There is no doubt that local television has changed over the last twenty years. From a time when local content was king to a time when the 5 o'clock news is ousted for re-runs of the Simpsons, this once indispensable medium finds itself at the bottom of the pecking order. Shifts in technology and consumer preference are often explicated as the culprits of this downward trend. Niche audiences, digital innovation, and time shifting devices have become common lingo that quantifies some of the major dilemmas local stations face. Downsizing has become a newsroom ritual similar to my grandmother's annual spring cleaning. So, is the industry worth saving? Are their ways to stay competitive in a world of limitless products? The long term viability of local broadcasting has become the focus of many scholars and professionals. New models have been developed to fuse the traditional with the new delivery methods. Television stations are no longer broadcast only entities. Most successful local stations are multi-platform media organisations aimed at becoming the first point of entry across different mediums for their consumers. But what if these new models fail to address the real problem?
The real issue is not consumer access or technology. Local stations have been reluctant to abandon traditional tasks and have expected a magic technology or formula to take the place of the once dominant television medium. The days of network television are not a fair comparison to today's market. Yes, millions of people tuned into watch the nightly news, but what else was available? Yet we settle for these comparisons when trying to gauge success in today's volatile mix. There are to many choices and devices for one to consume 80-90% of a person's media consumption. Think about how many electronic/communication devices you have used within the last 24 hours and how many you were multi-tasking with?
I would suggest that the future of local television is dependent on the managers' and owners' mindset about the industry. If we can change how we view the business and where it fits in the consumption puzzle, than stations can focus on alternative approaches that may not be as mainstream but provide a vital service within their community that is sustainable. The key to success is the aggregation of niche audiences and customers. What additional services can we offer given our core abilities? What additional expertise do our employees have that could be used to expand our product line and services? Are there technological gaps within our market that we can address? Diversification of the business is vital and radical changes to services will carry the industry into the future. But we have to change how we think about local television.
News Story of the Week
Broadcasters Cite Trillion Dollar Impact of Local TV and Radio
