Embracing A Brave New Media World

Broadcasters' Renewed Emphasis on Web Sites Beginning to Pay Off

By Michael Malone -- Broadcasting & Cable, 1/14/2008

Prior to joining station KTVZ in Bend, Ore., Barney Lerten's only TV experience was the media club in high school. Still, Lerten plays a critical role in the station's growth strategy these days. As digital content director, he's grown page views on KTVZ.com from around 500,000 in March to 1 million in November, making it the most trafficked site in News-Press & Gazette's broadcasting group. The station added a cleaner layout, richer video, more breaking news and clips from CNN and others.

And while hot news was once held for the evening's newscast, KTVZ now sends it straight to the Web. “Every reporter knows to get the script to us to put it on the Web,” Lerten said. “They realize [on-air and online] are feeding off each other instead of cannibalizing each other.”

With seven stations in markets like Bend and Palm Desert, Calif., News-Press & Gazette isn't a broadcast powerhouse, yet it offers a window into why broadcasters of all sizes are scrambling to grow online revenue -- and seeking staffers like Lerten.

Indeed, the face of local stations is changing dramatically, and the newsroom of 2008 is looking less and less like the newsroom of five years ago, or even one year ago. For one, it's getting smaller, as corporate cost-cutting and technological developments, such as automation software and the paperless-advertising platform known as ePort, mean fewer bodies are needed to make the station run. According to a study from the Radio-Television News Directors Association and Ball State University, stations in top-25 markets had an “average total staff” of 60.5 people in 2007, down from 72.4 in 2006.

To find ample resources for the Web, some managers are converting broadcast positions to Web ones. When a sports reporter gave notice at WMTV Madison, Wis., the position was turned into a Web producer. LIN TV, meanwhile, cited a 50% increase in online staff in 2007 as head count stayed flat.

Still, managers everywhere are pushing employees to add digital duties to a pretty full job description. “We've added news without adding head count,” said Duffy Dyer, vice president and general manager at WTTG Washington, D.C. “We're asking staff to think about more than they're used to thinking about.”

Never before has the time been better for stations to grab Web revenue. According to Borrell Associates' 2008 Outlook: Local Online Advertising, $8.5 billion was spent on local online advertising in 2007, and that is projected to jump to $12.6 billion this year -- much of it from the presidential candidates, who increasingly find the Web an effective medium for delivering their message to a savvy demographic. Looking further ahead, WorldNow president and CEO Gary Gannaway said online political spending will likely surpass on-air as soon as the 2012 election.

But a large chunk of Web revenue remains stuck on the table for stations. Borrell reported that Internet “pure plays” like Google grabbed 43.7% of that $8.5 billion. Newspapers tallied 33.4%, while broadcast TV took just 9.3%. According to Internet Broadcasting president and CEO David Lebow, 21% of media consumption occurs online, while only 7% of media dollars are spent there. “TV has been its own worst enemy,” said Steve Safran, senior VP of Media 2.0 at consultancy AR&D. “If it can change and play by Web rules, there's multiples more money to be made.”

Growing the digital side of the business at News-Press wasn't simply a matter of repurposing news content online or encouraging the weatherman to blog about the merits of hot cocoa on a snowy day. It was nothing less than “changing the culture,” said digital-news director Mike Stutz -- making the Web part of every staffer's workday and bringing in people to concentrate solely on online. “I'm an old newspaper and TV guy, so this is a change for me,” Stutz admitted. “But we see where the business is heading, and we worked hard to position ourselves for the future.”

Deconstructing The Amazing Race Assignment- Using Reality TV As a Reality Check Before Graduation

The 08-09 BC Capstone students discussed The Amazing Race (TAR) applications they completed for class this week. Several students successfully decoded my hidden agenda created under the headline “Preparing for the Reality After College Through Reality Television.” TAR application is my springboard into their capstone experience. Some of the reasons behind my decision include:

Reflection
TAR application prompts reflective responses as students consider their short and long term goals. They ponder their motives for applying to the show beyond the fact that I have required them to do if as a class assignment.

SELF-ASSESSMENT
The TAR application engages students to assess their strengths and weaknesses. For example, the application asks questions like:

• Name your favorite hobbies?
• List three adjectives that best describe you.
• What is the accomplishment you are most proud of?
• What are your phobias?
• How do you blow off steam?
• How do you resolve conflict with your teammate?

These questions are similar to efforts employers use in job interviews. While some of the questions in TAR application would be considered “illegal” in a job interview, they are designed to generate deeper insight. Such questions demonstrate the importance of how to communicate who you are effectively. You are forced to consider how you showcase who you are beyond list of bullet points on a resume.

SHOWCASING BC EXPERIENCES & SKILLS
The TAR application process requires capstone students to produce a three minute video on VHS (yes the producers still ask for a home video format). This affords these capstone students an opportunity showcase themselves as experienced broadcast communication professionals. It’s a chance for each of them to create something fun and outside the domain of our broadcasting classes. Their videos will have a certain level of polish compared to the amateur with no background in video production. The students are also permitted to substitute this video for their senior practical/production skills exam as long as they demonstrate minimum professional standards.

CREATING A COHESIVE THEME FOR THE CLASS
TAR application process creates a solid theme for the class with the metaphor of life as an adventure and journey. Contestants on TAR do not know where each leg of the race will take them. Challenges in the form of roadblocks and detours test their resolve and we see first hand how relationships, communication, game strategies, ethics and even luck play out in the competition.

TAPPING INTO THE POWER OF METAPHOR
(Embrace the Liberal Arts Mission)
Other metaphors also dovetail in nicely with applying to TAR as students develop career and life goals as they have prepared and are ready to transition to a rapidly changing world. TAR and these metaphors will also work well as I map out activities with Titan Traverse to bring in “adventure learning” components to our activities.

ENJOY YOUR YOUTH
TAR application provides one final benefit by allow students to consider their situations as young, single, soon-to-be college graduates. They have the freedom at this stage if their lives to pursue passions such as travel and adventure. They can start a new life in a new city. It’s not easy to do these things once you’re married and you have kids and a mortgage. Consider the teams cast most often on TAR. They’re often empty-nesters, but most are young, plucky people with the ability to step away from established life routines. They are eager to embark on a journey that can take them on a wild ride around the world leading to self-discovery.

Finally, some students have expressed concern about what will happen if the show producers decide to cast them on TAR. I am not really worried about that as a problem. You can always bow out gracefully if such an offer comes your way or you can accept it with a chance to be on television, race around the world and have a shot at winning one million dollars.

Our December Grads Doing Well

Sky Yaple and DJ Yokley are two of our former BC Capstone bloggers now in the real world. Both were December graduates. Congratulations to Sky for her new appointment at WJET-TV in Erie on the assignment desk. I'm optimistic we'll also have good news to report about DJ's efforts in the weeks to come. Here's the short farewell video presented on THE COUNTY LINE back in December to wish Sky & DJ well.

NBC Goes for the One Man Band

It would seem NBC is teaming up with The New York Film Academy to train video journalists (or as they claim DIGITAL JOURNALISTS). From the web site's description for this WORKSHOP program, it sounds like it's geared for high school and college students. Is it real or a marketing push for the workshops? I think it's odd that NBC teamed up with a film school and not a J-school for this effort. Let's not forget the "journalism" aspect of this movement.

Just more evidence of the one-man band model moving forward.

The Amazing Race Application- The Ticket into BC 601

(click here to access the application)

Each student enrolled in the spring semester of BC 601 must have the 11-page application for THE AMAZING RACE completed and with them for the first class meeting.

Anyone teaming up with a parent? Sibling? Best friend? BF or GF? Bring your completed application with you to the first class meeting on January 24. DO NOT MAKE THE VIDEOTAPE. That's something we will talk in the next few weeks.

Take the time and effort you need to unpack what the show's producers are trying to accomplish in the questions on the application. Some of the questions I found interesting included:

• List three adjectives which describe you:
• What is/was the most exciting moment of your life?
• What accomplishment are you most proud of?
• What are your phobias?
• How do you blow off steam?
• Describe your perfect day:
  

You should review the e-mail I sent you at the end of the fall semester or contact me if you have any questions.

Any questions?

Meanwhile...

Consider this your "roadblock" or "detour" before moving on to BC 601...