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As viewers flock in droves to see such shows as Lost on the Web, key TV advertisers, including automakers, are moving their ad spending online as well. Newspapers have been successful in acquiring large web audiences, but people dont necessarily think about going to the website of a TV station, said Brent Magid, CEO of Frank Magid Associates, a media consultancy. Stations have to make an effort to be noticed, and among those that are doing so successfully are in the stable of Hearst-Argyle Television. Hearst-Argyle has enthusiastically offered exclusive online content, and reports that its 29 stations streamed 38 million videos on their websites in 2006, which was a 29 percent rise year over year. Among smaller station operators making such efforts are WITN of Greenville, North Carolina, which is owned by Gray Television Group and hosts video tours of houses for sale on its website, and WKRN of Nashville, Tennessee, which is owned by Young Broadcasting, which began blogs for all sorts of topics. Meredith's WNEM of Flint, Michigan, also produced an entire program for senior-citizen talent, which includes a voting component in the fashion of American Idol for its site. Among topics covered are tracking of viewership for the smaller stations, TV station digital initiatives for news, and a local-station focus on local coverage to the street-corner level.
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