While local TV news stations face significant challenges in the digital age, there are also several opportunities for growth and innovation. From embracing digital platforms to investing in original journalism, local TV news stations are finding new ways to serve their communities and stay relevant.
“There used to be a time when our audience was limited by the size of [our] market,” Charley Jones, news director for WLBT in Jackson, Mississippi stated. “That’s no longer true, and that’s the biggest opportunity.”
By some estimates, roughly 60% of people in Gen Z, or young adults up to their mid-20s, say they get news through social media, and local news stations continue to expand their efforts on newer platforms, such as TikTok even while they continue to post vast amounts of content to Facebook. Local TV’s streaming efforts are also growing in an effort to stem the loss of traditional viewers by growing new audiences. According to Pew Research, more than half of young adults in the U.S. primarily watch TV through online streaming.
“If you look to core skills,” Kirkconnell stated, “storytelling, writing, shooting, editing, developing sources, and breaking information that people need to and want to learn about — a robot can’t do that. It’s about making human relationships and digging for that information.”
Kirkonnell says providing hyperlocal coverage is another opportunity for local TV news stations. By focusing on stories that are of particular interest to their viewers, local TV news stations can build a loyal audience and establish themselves as a trusted source of information. Hyperlocal coverage can also help local TV news stations differentiate themselves from national news sources.
“People yearn for specificity and the things that are affecting their lives, the lives of their family and the lives of their community,” Kirkconnell said.
Collaborating with other media organizations has gone in and out of favor over the years with local TV news stations, but Kirkconnell and Jones say they’re worth considering. By working with newspapers, online news sites, and other media organizations, local TV news stations can share resources and expertise, and provide more comprehensive coverage of important stories. These partnerships can also help local TV news stations generate revenue.
“In the digital realm, you can just grow your audience,” Jones said. “There’s really no limit.”
Finally, leveraging new technologies is an opportunity for local TV news stations to provide more immersive and engaging news coverage. Advances such as virtual reality and artificial intelligence, offer new ways for local TV news stations to tell stories and engage with audiences.
“For folks who are studying journalism and media at the University of Mississippi, there is a ton of opportunity out there,” Kirkconnell said. “It may involve the next generation of journalists to adopt a pathway which is energized by all of those core skills..”
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