Karen Friedman is an international communications coach and a veteran award winning television reporter who helps business professionals, spokespeople and celebrities shine in every interview, appearance and presentation. President, Karen Friedman Enterprises and co-author of Speaking of Success, she is frequently quoted by publications including the Wall Street Journal and New York Times. Details: http://www.karenfriedman.com
Copyright (c) 2009 Karen Friedman Enterprises, Inc.
As a former TV news reporter and anchor, I often wonder whether TV news still matters. My first thought is usually "Of course it does." However, perhaps a better question in this age of social media is "Does TV news matter as much as it once did?" Research suggests it does not.
According to data from Nielsen Media Research, viewership on the three evening network news programs has steadily declined over the past 25 years, falling by more than 1 million viewers each year— translating into millions of dollars in lost annual revenue. The 2009 Pew Project for Excellence in Journalism's State of the News Media annual report says that local news staffs, already too small to adequately cover their communities, are being cut at unprecedented rates. As a result, this caused local revenues to fall by a surprising 7 percent in an election year—and ratings continue to drop. Only cable news is flourishing. As previous Pew annual reports have shown, new media — including the Internet, blogs, podcasts and video sharing — is rapidly becoming mainstream media. Pew cited one survey stating that the number of Americans who say they found "most of their national and international news" online increased 67 percent in the past four years.
While the growth in online news consumption cut across all age groups, it was fueled by young people. It appears that the limitations of three main channels and a dinner-hour time slot are to blame. Even an unofficial survey that I conducted of my college-bound son's friends with short attention spans revealed that if they want news, they'd rather obtain it online, without commercials and with the ability to move on when they lose interest. Rick Williams, executive producer at WPVI-ABC TV in Philadelphia, agrees. Williams says that because younger viewers get most of their information from the Web, it is critical to cross-promote news between the TV and Web platforms. That means streaming news events live and carrying breaking stories on the station Web site so that viewers don't have to wait until the evening broadcasts. To do this, many stations have hired producers who do nothing but create Web content, update stories online, produce video for Web sites and create breaking-news alerts that are sent to subscribers' cell phones and e-mail. As a result, Williams says that WPVI is probably in better shape than most stations because it has focused attention on viewer habits, and also maintained a loyal audience who has followed the same anchor for more than 30 years. "Our ratings are still strong, but clearly not as strong as back in the day," says Williams. "Overall TV viewing is down, especially given you can now watch what you want to watch when you want to watch it." He says that many stations "have all but turned out the lights in their newsrooms and have laid off scads of people" because they can share video and use more canned pieces from other content providers. However, he stresses that TV news, especially local news, is still relevant for many stations around the country, especially regarding weather reporting. Williams says that even though you can click on many Web sites for a quick update, local weather reports remain big drivers for TV news viewers.
Additionally, as lifestyles change and people start their days earlier, morning news programs are also growing. About 40 years ago, viewers only had three channels to choose from. As cable grew, more channels were offered. As the Internet exploded, more videos started popping up on the Web, generating millions of hits and prompting creators to improve quality. Combine this explosion with "friending" on Facebook, "tweeting" on Twitter, blogging, podcasts and "linking" to one another on LinkedIn, and it's easy to understand why TV news is no longer the gold standard for delivering and receiving information. TV stations are now having the same experience as newsrooms: award-winning journalists and broadcast executives are fleeing TV stations to begin alternative news sites that provide investigative reporting, tap freelance journalists for content and offer long, in-depth pieces that are tough to find in today's revenue-challenged TV newsrooms.
Media and political consultant Larry Ceisler says that the financial pressure on local news is forcing those operations to air more voiceovers and use fewer reporters. "The fact that reporters are younger and less experienced in their markets is a detriment." Ceisler says because money is tight, many newsrooms can't afford to hire experienced reporter and producer staffs who are familiar with the market where they work. Ceisler adds that the quality of reporting has diminished, and he believes that the days when local TV was a PR expert's most important task is over. "It is always good for the client, when they have an event, to see cameras," he says, "but cameras are becoming more like props for clients. Bottom line, TV just does not have the impact it once did." While this may be true, other
PR professionals believe that TV is a convenient and effortless way to stay on top of what's happening in the world, especially for older people who are not as computer savvy. "When you consider that more people [use] TVs than computers to access news online, [then] the role and continued value of TV news becomes more apparent," says Lori Neuman, communications manager for NRG Energy. She adds that TV news speaks to and reaches all audiences. It's still an important vehicle to get your message out, Neuman says.
Former major market television news reporter turned media and crisis consultant Rick Amme believes TV news is actually more relevant than it's ever been and credits You Tube, the popular video sharing website frequented by users from around the world who upload and share video clips. Amme cites a Fortune 100 client who just a few years ago told him she was much more concerned about print media because it could be replicated and circulated much more easily than broadcast media. In Amme's opinion, You Tube has changed that entirely. "TV news has now become potential source material for good or bad news and the viral videos can have a more powerful visceral impact on many different audiences."
As for my own opinion following two decades as a television news reporter and anchor, I also believe TV news, especially local news, will remain relevant to people who want to know what's happening in their own backyard. Despite the steady decline of viewers, Pew also reports approximately two-thirds of Americans say they still get their news from their local television stations. Although newsrooms across the country are cutting salaries, staff and merging operations to cut costs, many continue adding additional newscasts in an effort to remain profitable as news programming can account for nearly half of a station's overall revenue.
Like any good product, TV news must strive to remain relevant by continuing to beef up web presence and attract younger viewers. But I also believe TV news must consistently differentiate itself by doing what it does best which is broadcasting world events and Live breaking news in a way that only television cameras can capture.
- Related Videos
- Related Articles
- Ask / Related Q&A
Should You Discuss Your Business Plans With Others?
By: Scott Lindsay | 08/11/2009It is understandable that when you get that big idea, the one that will propel you into the world of business ownership, that you want to tell the whole world so everyone can share your excitement. However, in providing business details you open yourself up to circumstances both good and...
Can You Start at a Home Business With Limited Capital?
By: Scott Lindsay | 08/11/2009Regardless of how good your business plan is, or how convinced you are of its future success you will still have to convince the bank when you apply for a loan. Unfortunately, the decisions are now increasingly based on formula and credit scores with little attention given to the individual...
Images for SEO.
By: himanshu | 08/11/2009Humans vs. Search Engines Human visitors and search engines robots that visit websites and index information about them look for different things in a page. People like to see an attractive layout with nice pictures and graphics, animation, easy-to-locate navigation, and friendly
The Next Banking Revolution
By: Elisabeth Rhyne | 08/11/2009WASHINGTON (MarketWatch) -- The world is in the midst of a banking revolution that has nothing to do with exotic financial engineering. It's in microfinance, or the provision of financial services to poor people worldwide. To most people, microfinance means microcredit, or lending to the owners of very small businesses in...
Rent to own contract, Clauses, Terms, NEED to Know Before You Buy!
By: Peter Built | 08/11/2009If your are looking for insight into a rent to own contract, clauses you need to make sure you have in your contract, and the right terms for your contract.
Test Free Jacks Or Better Poker Online - Find Jacks Or Better Poker
By: Vikram Kumar | 08/11/2009If you want to test free Jacks or Better poker online, you can do so for free and not even have to register for a casino site.
Social Media in the Business-to-Business Environment
By: Joe Hendershot | 08/11/2009Purpose of this article: Social networking has been around a while. Now, social media is the hot topic for marketers. Yet, it's a confusing area for many marketing managers, CEOs and CMOs. In this article I attempt to de-mystify social media, especially for b-to-b marketers. This article addresses: The Emergence of Social Media The...
How To Play Jacks Or Better Poker - Free Jacks Or Better Poker Online
By: Vikram Kumar | 08/11/2009Free Jacks or Better poker online? You had better believe it! Imagine, you can enjoy playing Jacks or Better poker, the most popular of all video poker games, without having to pay for the game or download any software
Executive Presence: 12 Steps to Get It and Keep It
By: Karen Friedman | 05/09/2009 | WritingHave you ever wondered how to develop executive presence? Is it something you can learn or do people just come by it naturally. Mastering executive presence is not as tough as it sounds. This 12 step plan will help you become the leader others want to follow
A Slam Dunk on a National Stage: Lessons Learned off Court
By: Karen Friedman | 25/07/2009 | BusinessOff court preparation for the 2009 NCAA Men's Basketball tournament provides numerous lessons for communicating in business. A proactive approach by Villanova University created trust, respect and partnerships that allowed the University to tell the story it wanted to tell.
Good Night. Good Luck. Does TV News Still Matter?
By: Karen Friedman | 10/07/2009 | BusinessIn today's age of social media, I've wondered just how relevant TV news really is? This in-depth article poses that question to numerous experts who provide insight and understanding critical to today's business world.
What Every Executive Needs to Know About Scoring Media Coverage
By: Karen Friedman | 21/05/2009 | WritingThis is for every business professional who wants to score more news coverage and learn how to position themselves as a resource for reporters
One Size Doesn't Fit All: Reporters Come in all Shapes and Sizes
By: Karen Friedman | 18/05/2009 | WritingIt may come as a surprise that reporters don't sit around planning how to get you.Instead of wasting energy trying to identify an upcoming sneak attack , think of reporters as people who simply want to know what you would want to know if you were a reader, listener or viewer. When you learn to do that, you can prepare in advance. This article will help you recognize a wide variety of reporter styles
How to Get Great Results with Media: 8 Simple Steps to Talk to Reporters
By: Karen Friedman | 05/05/2009 | WritingTalking to reporters is not as easy as it looks because it is not their job to promote you or advance your agenda. This article provides 8 simple steps to help the reporter help you tell your story.
Limited Attention Spans: How to Stand Out in the New Age of Media
By: Karen Friedman | 24/03/2009 | WritingIn this new age of media generated limited attention spans, being quoted doesn't equal credibility. As blogs, podcasts and social networks compete, fact and fiction frequently blur as the media tries to cut through the clutter and attention-seekers clamor for press.So,how can credible voices become the go to source who's quoted on the front page?
Presentation is Everything
By: Karen Friedman | 22/03/2009 | WritingHave you ever spoken to a group of people, only to get a blank stare? Remember...the one where the person in the front row fell asleep? Is it your subject? Or is it you? Whether presenting one-on-one or to a group, many speakers drone on and on, unaware that people are tuning them out. This article will show you how to engage, connect and be more interesting to others when you speak.