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Mobile + Social + Video

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How TV Stations Can Capitalize …

How TV Stations Can Capitalize


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  • 1. MOBILE + SOCIAL + VIDEO @corybe Breaking News Lost Remote How TV stations can capitalize
  • 2. “You need to keep them separate” - Clayton Christensen Innovator’s Dilemma
  • 3. @breakingnews BreakingNews.com iOS, Android, Windows 8 Just what’s happening right now, straight from the original source. 200K referrals/day 340 #breaking partners
  • 4. Teens “watching” TV
  • 5. Kids reading books, watching TV, etc.
  • 6. Fans enjoying some golf
  • 7. A 20-something at a café
  • 8. A 20-something at a café
  • 9. “In 2013, consumers will look to their mobile devices to maximize absolutely every moment. Hectic, urban lifestyles mean that no amount of (micro) time will be too fleeting, or activity too absorbing, to cram in more content, connection, consumption or simply more fun.”
  • 10. :06
  • 11. :06
  • 12. Easily capture and share moments
  • 13. :15 The new video networks
  • 14. Capitalize on the new video networks “Vine Maven”
  • 15. Capitalize on the new video networks
  • 16. Capitalize on the new video networks
  • 17. Here comes the mobile tidal wave
  • 18. Mobile > desktop next year 35% 37% 40% 84% 67% 60% % mobile MAUs vs. desktop
  • 19. News destinations not destinations Reuters Institute June 2013
  • 20. "Mobile pennies" Where are you spending more in ads? Mobile Social Video Display 65% 55% 40% 32% (Association of National Advertisers – May 2013) Borrell: Local mobile to double this year to $3.2B
  • 21. Where is the mobile money? Google + Facebook + Twitter = 70% mobile ad revenue “We’ve got almost 1000 engineers working on all of this stuff.” - @dickc
  • 22. Mobile will disrupt journalism like the Internet did a decade ago
  • 23. TV + mobile = opportunity Reuters Institute June 2013
  • 24. Capitalize on mobile Goal: Become “mobile best” in your market (capitalize on newspaper paywalls) Task: Make mobile the digital default
  • 25. What’s mobile best? Simplicity
  • 26. What’s mobile best? Anticipate needs
  • 27. What’s mobile best? Site speed 9News.com 6.17 seconds 161 kb DenverPost.com 6.73 286 CBSDenver.com 8.43 673 TheDenverChannel.com 9.59 206 KDVR.com 19.59 2341 Load time Average page size
  • 28. What’s mobile best? App reviews DenverPost.com 4 stars 3.5 stars TheDenverChannel.com 3.5 3.5 9News.com 2 3 KDVR.com None / 2.5 2.5 CBSDenver.com None / 1.2 2 iOS Android * iPhone
  • 29. What’s mobile best? Discoverability TheDenverChannel.com #1 #2 #5 DenverPost.com #2 #1 #3,4,6 9News.com #7 #10 #1,2 KDVR.com #9 ? #8 CBSDenver.com ? #15 #7 “Denver news” “Denver news” “Denver news app” * iPhone
  • 30. Make mobile the digital default Create for mobile first Metrics and research Goals and compensation People and airtime Adapt your own behavior
  • 31. Make mobile the digital default 1. Monetization will lag, but “force bundle” to start 2. Native advertising showing the most traction 3. Write stories to promote initiatives 4. Comfortable with third party vendors? 5. It’s expensive, just like HD
  • 32. Capitalize on social Goal: Dominate branded conversations with maximum sharing Task: Create a social media culture across the organization
  • 33. Capitalize on social •National expert on Seattle NBA/NHL • Breaks nearly all stories on Twitter first • Live-tweets press conferences • Shares scoops from other media orgs • Instantly responds to people
  • 34. Capitalize on social •National expert on tornadoes • Shares weather reports from others • “I do my best to answer all questions” • “I'm not as good as I think I am.” • Prefers Twitter over Facebook
  • 35. Capitalize on social Hashtags Facebook reader?
  • 36. Capitalize on video Goal: Create compelling, shareable video optimized for new distribution Task: Diversify beyond newscasts and relentlessly experiment
  • 37. Local TV faces a battle for attention
  • 38. Capitalize on video Diversify beyond the newscast Newscasts don’t Netflix Not organically social Poor ad integration Trendrr
  • 39. Capitalize on video “The opportunity is as big as CNN’s opportunity was 25 years ago.” - Eason Jordan Now This News “The consumer is rapidly moving to a mobile-based consumption pattern, and they are getting their news and information through their social feeds.” - Ed O’Keefe
  • 40. :20 to 3 minute clips “Not all the news, just the stuff I care about.” “Shares per view” as a metric No pre-rolls, but sponsored content
  • 41. Capitalize on video Twitter Amplify ESPN, Turner, BBC, Fox, A&E, Discovery, Bloomberg TV, Weather Channel, Vice…
  • 42. Capitalize on video #Skywire “Social media is the new lead-in” 40,000 Tweets per minute Ratings jumped ~ 2M viewers - Variety
  • 43. Capitalize on video “Bored at work and bored in line” BuzzFeed + CNN
  • 44. Capitalize on video Seattleville Local sketches on Seattleisms Social “baiting”
  • 45. Capitalize on video 1. Overhaul the production process 2. Bring in outside talent for fresh thinking 3. Prototype for social distribution 4. Best concepts “bubble up” to more resources 5. Create a portfolio of shareable video brands 6. Co-create similar content for advertisers
  • 46. “The next big thing always starts out being dismissed as a toy.” - Chris Dixon Investor: Pinterest, Kickstarter, Skype, Dropbox…
  • 47. #breaking cory.bergman@breakingnews.com http://bit.ly/stationsummit