Reverse engineering limits TV digital strategy
Cory Bergman October 25th, 2006
So I wasn’t in New York for the RTNDA event (see above story), but I’ll take this opportunity to share my biggest lesson for local TV sites. Digital strategy at most TV stations is currently driven in reverse. That is, driven by existing TV resources, core compentencies and brand extension. In other words, TV extended online. While those are certainly important components, they shouldn’t limit new ideas. You should ask yourself, what does the user (not viewer) want and need? What online opportunities are available in your market in local news, information and entertainment? Brainstorm new ideas, and then tackle the resource and return-on-investment issues that follow.
7 Comments Add your own
1. Safran | October 26th, 2006 at 7:42 am
Amen. That’s exactly the problem. It would be like running a newspaper and saying “where are we going to find the time to have our reporters read this stuff on-air and our pressmen work the transmitter?”
We brainstormed lots of sales ideas - and not a single one of them is based upon flat, boring old CPM. Someone even suggested taking a tip from the long-lead magazine concept.
Someone else asked what they should look for in a web salesperson. The answer? A really good, creative salesperson. That’s it. Not a TV sales person you’re trying to turf because they didn’t meet their numbers. Not a print salesperson. A salesperson.
This is a company you’re building. Build it.
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