Last week, I had the pleasure to attend OBEA’s Student Day held at OETA. I was greatly impressed by the presentation on the growth of digital content by OETA’s own digital/social media producers. Their works apire to change PBS’s image of being old-fashioned and attract millenials with technology/pop culture content via online videos. Their digital content strategy was presented under the hashtag “BeMoreDigital.”
I read articles about how different local TV stations utilize digital content. The biggest take away is that there are no hard rules. We are all pilgrims in a new land. Some stations utilize social media and digital content for promoting the brand or main content platform (broadcast, newspaper, etc). Others are creating innovating original content that suppliments other works. Neither is right or wrong but both need to happen to be effective.
In the early 2000’s, it was said that we were in a culture of two screens. We watched TV and surfed the net simultaneously. For a rather recent term, we are already beyond that. We are now in the era of three screens. The smartphone has joined the family.
Its the State of the Union. I watch the president speak live from my television. I read live commentaries from political analysts on news sites. I tweet followers and read tweets by the public. I am monitoring and dialoguing on multiple platforms to get a deeper understanding.
Depth. That is what is being desired with digital content. Audiences may see traditional journalism platforms as too 2-dimensional. According to the Pew Research Center, 82% of Americans were getting news from computers with 54% saying they received it from mobile devices in 2013. Digital content allows more immediate and deeper coverage of stories. Check cnn.com. Articles often feature a video below the header, story highlights on the side, and additional hyperlinked content throughout the piece. This gives a consumer to gain a deeper understanding than a newscast would allow. Even twitter’s limited 140 characters allows video, photos, and links to be incorporated. Audiences want depth and digital content does that.
News organizations and Digital Media companies already recognize this. The Pew Research Center indicates a significant hiring boom with many Digital News organizations like Vice, Mashable, and the Huffington Post. Even traditional news outlets are training and hiring journalists who can produce and post digital content. These media companies understand that surviving means being more digital.
Creating exclusive content is one of the strongest ways of being more digital. Utilizing social media for promotions and engaging the audience is good but what is most attractive is adding depth. OETA started several digital programs like the “Idea Channel,” and “The Okie Nerd Geekcast.” I’ve seen some local stations post content during the “Ice Bucket Challenge,” that swept the nation. News organizations post exclusive reporter packages, full-length interviews, behind-the-scenes segments, and other content on digital platforms.
As the faculty advisor for a student-run TV station, I reflect on digital strategy I could employ. News 30 is the weekly cable access news program, run by students at Oklahoma Baptist University, for the city of Shawnee. With only one newscast per week, I see great applications of the challenge to be more digital. I envision daily 3-5 minute newscasts, exclusive reporter packages, spotlights on local residents and organizations. I believe that embracing digital content allows for hyper-local journalism that a community will gather around. I look forward to its implementation at OBU.
I do not ring the death bell for traditional journalism venues. Research, actually, shows their growth. I do recognize that new platforms are available and these platforms have an audience. For journalists to continue to engage the public with news, we need to get online. We need to #bemoredigital.