Be careful if that strategy of yours is just a fresh coat of paint

JR Raphael has an interesting take on Gannett’s strategic moves in response to “the disruption.” His piece, Could Television’s Fall Be Closer Than We Thought?, is a follow to fellow Inquisitr writer Duncan Riley’s series on the fall of television news, and it contains one note that caught my attention:

Another trend you’ll notice is Gannett stations heavily promoting a new concept branded as the “Information Center,” which is basically just the idea of their local Web site combined with the broadcast news. It’s really the same stuff with a new name and new promotional push. (emphasis mine) Ironically enough, most of the stations are operating with far fewer people, so while the Web sites have a slightly updated look, their resources are not as robust as one might be led to believe. In actuality, most modern mainstream journalists just do double duty, splitting their time between broadcast and online work. Still, the notion highlights the industry’s attempt to at least outwardly rebrand itself away from its long-standing primary interest.

There are a lot of companies pursuing this portal model, and my fear is — as Raphael suggests — is just a fresh coat of paint and a name change.

Local media needs to be reinvented, not repainted, and while I certainly think the local information portal concept has merit, it will fall on its face without resources and a relentless pursuit of the mission implied in the title.

Comments

  1. i was thinking to myself the other day as i watched a variety of new orleans “local tv” via the internet- since everyone evacuated, unless you were online or on a cable station that picked up the signal, what kind of a “local” audience were you broadcasting to?

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