September 05, 2020

New Local TV Direct-to-Consumer Model Offers New Revenue — with a Reverence for Journalism Ethics

This paper was commissioned by the Cox Media Group to better understand the conditions and establish best practices to be utilized in mechanizing local broadcast news for Active Service Journalism e authors had access to proprietary research conducted by two maor television research/consulting firms and survey material from well-established journalism organizations.

Above all else, the job of television is to provide information (and entertainment) — information both civic and service. But that job is more difficult than ever because of the diverse and expanding universe of competing platforms and competing media companies. One historic strength of television has been its research and reporting of consumer information, a strength that’s accentuated –and made all the more important– by the rapid growth of streaming and the rapid decline of traditional retail stores Today, e-commerce makes up nearly 15% of the \$5 trillion US consumer retail market. That fact is a benefit to modern media companies that integrate broadcast with web, but that fact is also a disadvantage and drain on traditional revenue as traditional brick-and-mortar retail declines.

How should local television stations respond to the shifting revenue challenges? This ‘white paper’ suggests two complementary pathways. Protect existing revenue streams by nurturing the loyalty of consumers to the television ecosystem Virtually all consumers have faith in television most of the time. The credibility of local stations is –according to the Nieman Lab– undeniable. The second way to respond to the shifting revenue challenges is to add new revenue streams.

Download white paper