News & Information in the Era of New Media
Filed under: corporate communications | Tags: advertising, broadcasting, MCAI, media, mobile web, new media, rich media, social media, social networks, television, Web 2.0 |
News, and the business of news, has changed. Advances in technology, in parallel with changes affecting the business of broadcasting, have had a profound effect on how consumers receive news and information. The June meeting of the Central Carolina Chapter of MCA-I explored these themes with a behind-the-scenes tour of WRAL and a look at how news and information is managed across multiple channels, technology platforms, and made available 24 hours a day.
Companies like Capital Broadcasting (parent company of WRAL) have long had multiple divisions and more than one way to reach an audience. Station owners often had television and radio properties that ran as separate businesses. Fast forward to the era of new media, and those lines have blurred. The Internet and web-based media have given consumers new choices in how and when they receive information. Accelerating this trend is the mobile web, with information available anytime and from almost anywhere. To survive in this new environment, broadcasters like WRAL have made significant investments in on-line, web-based channels. In today’s 24-hour information environment, content must be available from more than just static websites ‑ consumers also demand access from their choice of mobile platforms.
The changes affecting broadcast news are clearly visible when visiting the WRAL newsroom and touring the facility. At every turn, traditional broadcast teams sit and work alongside the new media team. Now undergoing a massive digital facility upgrade, WRAL is constructing a new master control room and streamlining the process of asset exchange between the TV and new media teams.
In the news room, news gathering and reporting producers sit side-by-side with their counterparts on the .Com side. WRAL has 30 content producers assigned to the new media team. Having both broadcast and new media channels available, breaking news is never embargoed. Once verified, the station has the option of delivering the news through its website, on Facebook, or by Twitter. “Our broadcast and new media teams work together in the newsroom every day,” said John Conway, Creative Services Director at WRAL.Com. “We’ve created an environment for cooperation and sharing where WRAL-TV does the first line reporting and news gathering, which will then be used by the WRAL.Com Web Content Producers.”
From its website, WRAL.Com delivers over 40 hours of live video each day. The website provides access to over 45,000 video clips in its archive and delivers over 60,000 video views per day. For advertisers, WRAL.Com offers a highly targeted marketing opportunity. Over 70% of the website users are within the local viewing area, putting ads in front of people who shop locally. Traffic to the website peaked on the day of last presidential inauguration. WRAL.Com supported up to 3,000 simultaneous connections and delivered over 890,000 video views. That’s a lot of web traffic!
Thanks to the team at WRAL-TV and WRAL.Com for a fascinating inside look at how news and information is managed in the era of new media. Great meeting!