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:
- "The TV audience for local media isn’t coming back.
- News — and especially local news — is being increasingly commodified.
- 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.
- Advertisers themselves will put a halt to the blue smoke and mirrors of mass marketing.
- We will never, NEVER overcome revenue losses to our legacy platforms through portal websites alone.
- 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.
- The network-affiliate system isn’t just changing; it’s history.
- A successful internet sale is AGAINST television and all mass media. This is why the lack of dedicated web sales people is beyond problematic.
- The local advertising community needs to be taught about internet advertising, and we have to do it.
- Local media MUST move forward along two separate paths of profitability, one maturing as rapidly as the other is growing."
Labels: Local TV