Month: May 2009

In a quirk of fate, I spent different parts of Memorial Day Weekend at separate social events with friends in three different segments of the TV industry; one who is currently a news anchor for a local station, one interviewing for jobs in Interactive sales, and one who is an executive for a technology company that services the TV industry.  All 3 of these folks had equally different viewpoints on how the industry needed to evolve to become relevant again.

But by the end of the weekend, a trend developed, and I think at least one station per market could copy this blueprint.  And here it is offered for free.  

To start this theorem, we need to take everything you know about local TV and throw it away.  We need to begin with the general consensus that the old model is broken, irreparable, and needs to be shot.

Now, look at what we have in local TV.  Reporters who need content, cameras and studios that can be used to shoot and edit content at breakneck speed, a giant transmitter that can reach hundreds of thousands of people on a set schedule, and an online presence that can distribute unlimited amounts of content to smaller audiences without any inventory constraints.

The current model works like this for companies large and small.  They pay a huge fee to a PR person who has “relationships” with producers.  The PR team “pitches” the producer.  Some small percentage of stories are deemed “worthy” by said producer to grace the air-waves with their presence.  The story is shot and edited, runs for 30-90 seconds to an ever shrinking and aging audience.  And then it may get a few more impressions on the web site.  That’s a lot of money and effort for 30-90 seconds of content.

Look at how backwards this model is.  You have companies who want to PROVIDE content for free.  They will drive audiences to the stations web site.  And there’s a producer standing in the way stopping that content from being generated.

So TV station 2.0 looks like this.  Take the PR person out of the process.  The Boyer Widget Factory contacts KSEA-TV directly and says, “I have a story I think your audience will find interesting.”  I schedule time at KSEA-TV, bring my supporting graphics, and sit down for a 15 min taped chat with a reporter who grills me.  The reporter puts the interview up on the web site, along with the other 10 companies she interviewed that day.  I use my blog, Twitter, YouTube and Facebook accounts to drive my fans, customers, friends, investors and others to check out the interview, whcih causes traffic to rise.  The total base of viewers decide how relevant, appealing and important my story is.  The stories generating the most audience response get elevated up to the big transmitter in the sky.  Thus, the Internet becomes the place where the station figures out what is worthy to be shown on prime time.  Forget the PR flaks, forget the producer as gatekeeper.  The station’s audience has a vested interest in watching online, and helps choose which local stories need to be broadcast over the TV waves.  

Part two of this involves corporate responsibility and accountability.  In interview one, Boyer Widgets made some claims and promises.  Well three months later, the reporter is going to sit me down again in the big chair and see how my story is taking shape.  Over time, the consumer is going to be able to watch how Boyer Widgets has evolved, and whether we are sticking to our mission on a consistent basis.   The reporter has incentive to keep up to date with us, so she can pick us apart for changing our stance or position.

So at the end of the day, we’ve lowered the marketing costs for companies by removing the PR flak, we’ve generated more content for the stations, created a way for more content to be generated inside their big expensive studios, created a larger audience for the stations online, and developed a way for their viewer base to decide what should be on the TV air-waves.

This probably only works for one station per market, and perfect for the guys in last place.  KCPQ, are you listening?  This idea is free, just let my company be one of the first to be profiled.

Here are a few fun tables comparing Attendance figures of the MLS vs MLB.  I think you can interpret these any way you’d like.  My takeaways:

1. The Sounders are definitely a significant threat to the Mariners.
2. MLS and MLB are both losing audience in a bad economy.
3. MLB better figure out a way to retrench quickly.

Table 1: 2009 vs 2008 attendance stats so far.  Sorted by 2009 Avg Attendance.  Red is MLB, Blue is MLS.

Table 2: MLS and MLB Team Attendance Figures Interlaced, sorted by 2009 Attendance.

Notes: It’s obvious MLB still dominates, with only the Seattle Sounders breaking into the Top 20.  However, notice that the Sounders outdraw the Mariners so far, 29,536 to 27,234.

Table 3: YoY Attendance Changes so Far in 2009 (sorted by largest loss of audience).

Note: In this table, MLS is not alone in losing attendance.  Notice some of the big MLB cities who are shedding ticket buyers.  Comibined, out of 45 teams, only 11 are showing an increase YoY, and 6 of those are in the MLS.

A number of years ago, my friend Kristi Larsen and I endured the Beat the Bridge Run.  We both sailed through those initial 2 miles and as we crossed the University Bridge I said to Kristi, “Well that was easy.”

The Bridge did not take kindly to my mocking.  And so before I was completely across, it sent a shudder through its pavement which delivered bone spasming shin splints that left me nearly immobile.  I cursed The Bridge for the next three miles.  Walking, running, standing – it didn’t matter, the pain was the same.  And so I vowed my revenge.

Either the next year or a few years later, Team No Runner Left Behind was formed to show The Bridge that its Evil nature was powerless against the forces of good.  In year one, I again crushed The Bridge, but a few of my teammates were not so lucky.  Year 2 was the same.  Last year the entire crew at Team NRLB gave The Bridge the Royal treatment.

And so came 2009.  One of our largest teams ever – 9 runners strong – drove forward on a beautiful and sunny 60 degree morning.   My training this year was minimal due to a pulled hamstring suffered two weeks prior.  But we had fancy headbands to show off the Spring Creek Group sponsorship of our endeavor, and we surged ahead.  

At the 18:00 mark I reached The Bridge with two minutes to spare, spitting on its ground and explaining to it that it could not – it would not – beat me.  In total, 8 of the 9 NRLB runners made the crossing before it cranked itself up and pointed its rusty grates to the sky.  And so now The Bridge and I go back to our respective corners for another year, each claiming victory.  By again successfully crossing, I say that The Bridge is no match for me in this battle.  The Bridge though, by again stopping one of my teammates, claims it won the war.  

Team No Runner Left Behind will be back again in 2010.  And next time, there will be no debate.

I’m stealing a line from the “Catch Up Lady” who I had the opportunity to meet this week at WOMMU in Miami. “I’ve neglected my blog so long, I fear Child Protective Services is about to bash down my door and take it away from me.”

In addition to backdating a bunch of posts to make it look like it’s your fault for missing the new content, and not mine, I’ll throw in some easy ones. This clip from the Daily Show is simply too good to pass up.

I think I need to remind everyone about my favorite running race, the 5 mile Beat the Bridge Run.  Once again, Team “No Runner Left Behind” will be giving it a go in both the 8k run and 1 mile fun walk.  If you haven’t signed up for the team yet, please jump on board now at BeattheBridge.org. It’s unfortunate that the Beat the Bridge web site is darn near unusable, but if you spend enough hours, you can eventually figure out how to get signed up.  See you May 17.