Monday, January 14, 2008
The State of Online Sites
With the Governor's State of the State Tonight and after reading the recent feature story in Broadcasting and Cable, I started wondering what is the State of what many call the future of media - the Web. The story gives a few examples of how some stations across the country are making a stake for the online ad revenues by adding web only content with blogs and revamping staffs. That led me to wonder to what degree and extent are the local Wichita TV stations pursuing online content. I wrote about this topic back in September in an entry called, "The Online World: The Universe Untapped." In that blog I wrote that I think it is important for the stations to make strong commitments to the web and develop content exclusive to the web. At the time I didn't think many inroads were being made. I thought viewing raw video of press conferences and blogs should be a standard of TV web sites, not an "extra" or something to get excited about. I still feel little is being done. In the Broadcasting and Cable story, some stations are putting content directly online as soon as it is edited, rather than wait for it to run over the air first. Is that done here ever or are there web only reports for breaking news that happens at non-newcast times such as Noon on a Saturday? A quick look at the local sites and you see mostly repeated content from their broadcasts. Of course there is the occasional "Web exclusive" or blogs on KWCH's and KAKE's sites from reporters, producers and photographers. I don't know if the 3 stations have staff dedicated only to the web. If so I would think exclusive sections for the web would soon be in order. For example, with the State Legislature beginning, there might be a section with information on the House and Senate members and issues. On that subject, during the Governor's State of the State KWCH and KAKE both simulcasted the address on their websites using, it appeared, the feed from KPTS. I am curious to hear comments from those who go to the TV websites. Are inroads being made at the local level on the station's sites or do you feel they still largely are regurgitations of the on-air product. And finally I should have asked this first, in a market size of Wichita, should stations even be working aggressively for web content? -Hal
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3 comments:
Yes, what you said about breaking news is done here. More by some stations than another but yes it is. Do you actually look at the sites on a regular basis? I think if you did you would see that.
As for original content, it appears that KWCH is doing more with its website and now two with the CW than any of the others. KAKE is a standard Grey Co. template and KSN's is much the same.
As for the blogs, while they have fewer them it looks like KWCH's have many more personal touches, including photographs. KAKE has more of them but with a few exceptions are only a few sentences each. It's hard to get to know the person writing it...IMHO.
KWCH's website idea of catchitkansas.com was a very good marketing tool for community relations and involvement and branding for years to come. I believe it was a smart decision. Now will KSN and KAKE followup and create something community or Kansas involved or fall behind KWCH in this area as well? There are other areas KAKE and KSN could do since KWCH covered the local sports I imagine but what are some areas? Some guesses I have would be local content such as kansans with youtube as we segment that.. Others could venture into nonprofits more. The possibilities are endless and unlike on the airwaves, the television stations will be directly competing with other media outlets on the web
The website content is steadily increasing/improving. I think both Sales Depts. and Advertisers have struggled with quantifying website ads. Thus far, the web advertising has usually been “bonused” to advertisers to “sweeten” the deal on ad contracts.
As more local advertisers become more comfortable with the idea of “web ads” I think the content will be expanded to provide more ad space.
Everything follows Sales, and thus far……the websites have been money-losers……..that will likely change, but it will take time
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