Las Vegas Sun

March 28, 2024

New technology has TV affiliates on alert

As if local network affiliates didn't have enough worries with eroding ratings and increased competition from cable TV, there is a new problem.

Technology.

The Internet. Cell phones. Two decades ago, neither of these information-communication tools were widely available.

Now these increasingly popular technologies are becoming a way of life for many Americans, occupying even more of their leisure time.

If television is to survive -- particularly local news -- the medium must adopt these technologies as well, or risk extinction.

"In the '70s ... every local station made a lot of money. It was idiot-proof. (Now) there's going to be some who don't figure out, don't develop technology, don't put a premium on content. They will be marginalized," said David Barrett, president and chief executive of Hearst-Argyle Television.

"We've got to make content available to viewers on the Internet, with local Web sites. People want to capture media differently than in the early days."

Barrett was one of five panelists to address the topic, "Is Over-the-Air Over? ... The Challenges and Opportunities for Free Television" at the National Association of Television Program Executives, an annual three-day industry conference and exhibition at Mandalay Bay. The conference concludes Thursday.

The session was moderated by Pat O'Brien, host of the syndicated entertainment news show "The Insider."

Amid the talk of increased competition, there was some good news for affiliates.

Dennis Swanson, executive vice president and chief operating officer of CBS/Viacom, said a recent study found that television broadcasts remained the No. 1 source of local news.

Still, he cautioned, there is reason for industry concern.

"The Internet was in the 20-25 percentile," he said. "That didn't happen a few years ago."

The erosion of viewership for local TV news has been particularly evident with younger age groups, who have found alternative news outlets -- especially on the Web.

"We can't be oblivious to the fact the younger generation is finding" news elsewhere, Swanson said. "We have to re-purpose some of what we're doing and use these multiple platforms -- including those we would be in competition with."

Deb McDermott, president of Young Broadcasting, said younger viewers aren't concerned about station loyalty or even how they receive their news. Which means it's up to the affiliates to reach out to them.

"The person who finds a way to put information in an iPod is going to be successful," McDermott said.

While no TV station has tapped into the lucrative iPod market by offering news programming -- yet -- many affiliates are incorporating new technologies to reach an increasingly splintered audience.

Some affiliates have opted to increase their visibility on the Web, including streaming newscasts online or archiving the broadcasts.

Others are offering a text-messaging service to cell phone and pager users, updating them on breaking news.

"We can re-purpose some of what we're doing ... rather than run a newscast once or twice," Swanson said. "We can take the video and make it work for us.

"By creating new business for us, we have a bridge to the future."

Even beyond expansion into new technology, TV affiliates must also incorporate more "localism" into their plans, the panel suggested.

A recent tsunami relief telethon by the Hearst-Argyle nationwide chain of TV stations helped raise millions of dollars in disaster relief. It was also effective in improving community relations for the stations.

"It's good business to be a good local citizen," Barrett said of his company's efforts.

Barrett also pointed to the New York City TV station's handling of 9/11 as an example of the power of local television beyond other media outlets.

"It was unifying," he said. "Local television brought that community back to stability."

While there's little doubt of the challenges facing television, no one on the panel is ready to forecast the demise of the network affiliate.

"I'm not doom and gloom," Swanson said. "We just have to be smart about how we do our business.

"Technology is changing, but we have to change with it."

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