After decades of audience erosion, the model for how legacy TV operates is changing quickly. One thing is clear: the only future for local media is local content.
It may sound like an obvious statement. But it’s a controversial one as people in the TV news business, already stressed out by a growing slate of newscasts, combined job functions, and social media duties, only feel more stress when they hear talk of 24-hour localism.
Stations are being left with no choice. Ratings for network and syndicated shows just keep falling because viewers no longer need local TV to pass through national programs. A few stations are losing their affiliations.
It turns out the model for converting stations to all-local content is already here: It’s our livestreams.
Different station groups have different approaches. While I don’t claim to be an expert on the specifics, there are several examples of stations that are already offering continuous local content:
- CBS owned-and-operated stations have already been running 24-hour local CBS News streams for years, combining live simulcasts of their legacy over-the-air broadcasts with streaming newscasts, breaking news coverage, and repeatable content during less-viewed times of the day. WCCO-TV/4 (Minneapolis) is also using the stream to emphasize weather coverage.
- Scripps stations have their reporters format their stories so that they can run without an anchor intro. Outside of live newscasts, the local stories repeat as part of a mix that also includes national segments.
- Tegna stations offer 24-hour livestreams that combine local newscasts with original content created for the livestream and some national content.
- In a small market, Morgan Murphy Media’s WKBT/8 (La Crosse) now simulcasts its News 8+ 24/7 Live Stream on its DT2 subchannel 20 hours per day, replacing syndicated programming.
This is far from a comprehensive list. I’m sure there are other great efforts that I’m not aware of.
24-hour local content does not mean an anchor sitting at a desk 24 hours per day. With staffs already stretched thin, it’s important to have realistic expectations of what newsrooms can produce. Content will not all be created in the traditional way.
The amount of traditional live newscasts that a station can sustain will continue to correlate with market size. But that does not mean it’s impossible for small-market stations to produce an all-local schedule.
Outside of newscasts in legacy timeslots, other possible sources of local content include:
- Breaking weather coverage supplemented with frequent local weather updates, combining recorded updates with live weather graphics.
- Local lifestyle and talk shows, which have already been growing in recent years.
- Additional airings of public affairs shows and other specials that the station already produces, and similar program content from sister stations in the same region.
- Live sports broadcasts, everything from the pros to local teams. (Most may not be able to livestream due to rights issues.)
- Live broadcasts of high-profile local events, including everything from press conferences and court cases to parades and fireworks.
- Loopable newscasts updated throughout the day to air when all of the content above is not running.
Some stations were already forced to begin this transition decades ago when they lost their network affiliations. Originally, the solution was more local newscasts combined with strong syndicated programming. As the syndicated market has waned, local content has taken over more timeslots, not just on independent stations, but on FOX and CW affiliates.
This paves the way for 24-hour localism.
The eventual concept is that whenever people tune to your station, they see local content. Viewers are already going elsewhere for national content. You are the local station.
It’s time for local media to be local.