The message could not be more clear: the networks expect the locals to start flying on their own. At Streaming Media East 2007, I asked Ron Berryman, Senior VP, GM Television Stations, Fox Interactive Media where local affiliates fit in the distribution chain as the network sends it content out directly to the consumer. Here, paraphrased, is his candid answer:
Local television stations have a lot of work to do. They’re used to packaging programs. Our challenge is having these people become creative. They need to generate content at the local level that brings people back. If I go to weather.com, I get the forecast and then get out. People go to local news sites, get information and get out. There’s a challenge for the local television stations – we’ve been working very hard at that for the last 18 months. Stations that have been working very hard at that are succeeding. That’s what they’re going to have to do. Look at the advertising value surrounding the (local) automotive industry – how do we keep that customer online? We’ve got to be innovative to keep that customer online and keep the advertising money.
We hear this consistently now from the networks. Affiliates can no longer rely on network programming to generate numbers and lead-in ratings. They need to generate original programming and online content tailored to their audience and ad revenue expectations.
