Terry's 10 local TV assumptions

If you read this blog you know that I am a big fan of Terry Heaton. He's not pulling any punches with this post:

1. "The TV audience for local media isn’t coming back.
2. News — and especially local news — is being increasingly commodified.
3. The local weather franchise is moving to The Weather Channel, Weather Underground, and a host of outside providers who’ve made their applications easy to find and easy to use.
4. Advertisers themselves will put a halt to the blue smoke and mirrors of mass marketing.
5. We will never, NEVER overcome revenue losses to our legacy platforms through portal websites alone.
6. The people formerly known as the audience are entertaining themselves and each other. The best we can do in this scenario is to support it — let people show off. Teach them to know what we know.
7. The network-affiliate system isn’t just changing; it’s history.
8. A successful internet sale is AGAINST television and all mass media. This is why the lack of dedicated web sales people is beyond problematic.
9. The local advertising community needs to be taught about internet advertising, and we have to do it.
10. Local media MUST move forward along two separate paths of profitability, one maturing as rapidly as the other is growing."