180 Degrees

In 1999 NewsProNet spent a fair amount of time and money developing a value-added service called "Know More." The concept was simple - the execution, not so much - subscribers to our video services were just starting to conceptialize the value of their web sites back then and "Know More" was a clever convergence tool. The idea was that at the end of a NewsProNet story the Anchor tag would suggest: "If you'd like to Know More about this story go to our website..."

We built a system that localized the content and served it seamlessly to the station website - locally branded, local ad positions and a custom back-end that allowed the station to activate and localize the content with talent photos, email and custom lead. It was strictly text and still photos - but it was content that went beyond what was in the video story and fostered a very real convergence strategy.

Unfortunately we were about 5 years ahead of our time - while the idea was met with genuine enthusiasm by our clients, and many utilized it, "Know More" eventually wilted from neglect in the newsroom and the lack of any focus by local sales departments. Let's face it, there are still debates raging in TV land about whether the web is a good thing for broadcasters.

In the 8 years since we debuted "Know More" things have changed a bit. It hit me like a bolt last week after I read about Tom Brokaw speaking at MIT and asking the audience a few questions.
He asked how many students read a newspaper regularly - two hands went up. He asked how many watch local TV news - no hands. He asked how many got their news online - every hand went up. Now 18-22 year-olds are not traditional local news viewers anyway - but it still points out that when these students settle down they will be habituated to getting their news online, when and where they want. Not good for local TV.

What occurred to me is that the convergence strategy has shifted 180 degrees - that now the trick is to get website viewers to tune into your local news broadcast. That the "Know More" model could work again in reverse. It assumes that local news consumers choose a local TV website as their source for news - which some do, but most people use Google, Yahoo! CNN, MSNBC and even DIGG to get their news - maybe stations should invest in locally targeted promotion on these sites?

"Tune in tonight at 6pm on NewsChannel 10 to Know More!"

It could work...