Radio and TV stations should begin developing content for broadba...
Radio and TV stations should begin developing content for broadband Internet market as they work on station Web sites, Radio-TV News Dirs. Foundation (RTNDF) said in new study. It suggested that broadcasters had good opportunity to develop expertise and…
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audience loyalty as broadband Internet connections proliferated. Broadband will require more use of streaming media, said report by Michael Murrie of Pepperdine U., but stations should “think in terms of chunks of audio and video, rather than entire news programs.” He said Web sites should carry brief individual stories and should “take advantage of recognizable reporters and anchors.” Study said most broadcast stations already had Web sites, but traffic to many of them was light because they mainly were promotional vehicles with little attractive content. But it said broadcasters had great opportunity on Web because Web users “still prefer traditional brand names in news sources,” and because stations could promote their sites easily. Murrie warned that it was difficult for stations to make money from sites by selling only local banner ads, and profits weren’t likely for at least 2 years. He said sites might have to turn to sponsorships, national ads and e- commerce to generate additional revenue.