Videoage International October 2019

34 October 2019 V I D E O A G E T he “new” challenges the old. Television challenged radio and motion pictures decades ago for supremacy in the world of entertainment. When I first joined the Board of Promax Inter- national (then BPME), radio station members complained that the association was too focused on serving its television station members, which represented an increasingly higher percentage of its membership. Over the course of the years, cable membership ascended to displace local te- levision stations as number one, and subsequent- ly, international membership overpowered U.S. cable and all others. But radio is still here. As is cable. As is satellite. And international networks continue to flourish. But local U.S. television stations are feeling a unique squeeze, depending now on cable carriage to reach the majority of their potential audience. Homes that have now “cut the cord” for OTT ditched their rabbit ears years ago and will not go back to a traditional antenna. Sohowdothesestationsgetbacktotheirpositions of prominence as the “go-to” entertainment choice of viewers? Or at least, acknowledging the reality of the current media universe, become a part of viewers’ regular viewing diet? The answer is to get back to basics. Local television stations in the U.S. have always been in a unique position. They are the soul of television in the local community, but also the poor stepchildren of the powerful networks from whose programming they benefit. Now that that programming is also available online, and available almost instantaneously on subscription mobile apps, stations are starving for more benefits from the network-affiliate relationship. In the case of independent stations (i.e., not affiliated with a network), their local bona fides are their raison d’etre, and they are therefore less conflicted about commitments to national programming. Still, cable, OTT, and other places the audiences find video entertainment increase the challenges to attract and maintain a loyal local audience. For more than 70 years, the advancement of broadcast technology has always meant that stations must invest in new equipment on a regular basis. As stations advanced from black- and- white to color, film to video, analog to digital and standard def toHD, the cost of keeping upwas a part of doing business. Will that change in the era of the Cloud? Only a fool would think we’ve reached the zenith of technological achievement. So what is the key for local stations to survive? It is the same for stations in the U.S. as it is around the world. As it has always been, the key to their success is to remain as local as possible. Until the national and international program service providers can offer local services not being provided by local broadcasters, those local broadcasters will always have a place at the table. Local television stations have an advantage in that their infrastructure is already in place. They and their brands are known and trusted commodities in their neighborhoods, and they can still cash in on their reputations and familiarity by continuing to provide excellent customer service on a local basis. This is true in every country of the world. So here is my advice to local broadcasters who want to thrive in a world where “global” gets all the national and international media attention: Think local . Don’t try to be everything to everyone. My former boss Pat Kenney at the Los Angeles-based TeleVentures once asked me, “Have you ever bought a one-size-fits-all item that actually fit?” Your strength is in your local news and services. In San Diego, for example, where I worked for 13 years at independent KUSI-TV, our lead stories on every hour of our newscasts were always local, while the network affiliates broadcasting against us would frequently be locked in to network correspondents half a world away. Viewers in 2019 and beyond will be splitting their time between a variety of news and entertainment sources…one station or site or app for politics, one for movies, one for sports, and one for local news. It will be better to share the commitment of a consumer with other sources than to lose him trying to be “one size fits all.” Brand local . Emphasize the one thing that most clearlyseparatesyoufromothersourcesoftelevision news… your local roots. When a natural disaster or imminent danger threatens the area, viewers won’t be turning to the national news outlets. They will turn to the most viable local alternative. Make sure your news product is reliable, credible, and easily accessible. That means breaking away from entertainment programming when warranted, adding newsbreaks between programs when possible, and streaming live newscasts, as well as making themavailable for 24 hours after broadcast. The branding power of local television is tremen- dous. Emphasize the one thing about your station that no other station in the market can say. Remind viewers with proof-of-performance spots that they can depend on you when they need you most. The “most” may bemore often than you think! Market local . Spend your promotion budget locally. Don’t use a “shotgun” approach to promo- tion when you can now reach your audience on a hyper-local basis. The partnerships you create with local print media, local websites, and even local social media influencers will not only be a more efficient buy, but they will cement rela- tionships with those in the media who can return the favor and create more editorial exposure for you as well. Any exposure generated off your own air will consist of potential viewers yet to sample your product. Stay on top of technology . If you are deba- ting whether to upgrade your infrastructure, don’t be scared to commit to anything that will enhance your product. In our age of savvy users, especially those just reaching or about to reach those valua- ble advertiser demos we covet, the viewers sam- ple so many different stations and sites that they know who is keeping up, and who is behind the times. Your video must look as good as if not bet- ter than your competitors’. The interface on your website must be as easily navigable as that of the best media sites on the Internet. Don’t scrimp on investments that will pay off in viewers. All things being equal, your audience will choose the more pleasing viewing experience. Do research . We all know about the station managerwhoprograms the station for himself, tohis tastes, and ratings suffer because he doesn’t have his hand on the pulse of his audience (or her audience, but I use male gender pronouns as I’ve found female programmers to bemore “plugged in”). Qualitative research, even if conducted in- house by a staff of young volunteers, will keep you apprised of what your viewers want to watch and what they will specifically turn to your station or network to watch. Subscribe to and read every local source of news and taste in your neighborhood. Become part of the community. To that end, make sure your station personnel are part of the community as well. Every potential viewer who has a personal interaction with one of your on-air personalities will be more likely to tune in to see him or her sometime in the future. They will feel like they “know” them. In summary, take advantage of your position as a local programmer to identify and serve the people in your community, specifically through programming and quality service. Develop a personal relationship with them so that you’ll be one of their “go-to” sources for news and entertainment. And listen to them…what they want, what they need, and what they expect from you. In return, you will receive loyalty that will translate into ratings and financial success for you as a local broadcaster! * Douglas Friedman is a TV marketing con- sultant based in Southern California. He has been responsible for the marketing launch of Access Hol- lywood , Tales from the Crypt , and other shows in U.S. syndication, as well as TV stations and distri- butors in the U.S. and abroad. By Douglas Friedman* New Challenges for America’s Favorite Outlet For News, Sports Local U.S. Television Art by Jason Gadacz