]

Younger people (18- to 34-year-olds) are much more likely to view television news as mainly interested in serving the public interest (57.5% vs. 46.7%). Creating a local brand and attracting the most viewers is the name of the game in the battle for ratings and revenues. The local newscast defines the image of the station, and now more than ever local stations need up-to-date newscasts to keep audiences tuned in. Local stations have problems that the bigger markets do not have, tapping into news and information-gathering networks for state, national, and international news, sports, business, entertainment, politics and weather. The newsgathering services they utilize truly define their on-air and online brand. They can even build audience share with videos, audios, graphics, photos, text, newsroom systems and online multimedia. It will take this kind of up-to-date technology and style of newscasts to attract the younger people in today's market.

Digital...
[ View Full Essay]