TV's Salvation: Hyper-Local Cross-Platform Content

[Commentary] The rebirth of local TV stations as part of a flowering of digital communities is already underway. Many of the best companion-station Web sites provide predictable-but engaging-niche news of their region, and are generating millions in new annual revenues. Others are experimenting with something more unusual. The Feb. 17, 2009 switch will be a make-or-break time for local TV broadcasters that are looking to thrive in a transitioning business. The Federal Communications Commission says 97% of all commercial TV stations are on the air in digital or will be ready by the deadline. Some of the new dollars are siphoned from local-market direct mail, television and newspapers. Some of it is new spending and an infusion of marketing and advertising dollars that would not be spent, particularly in an economic downturn. Even as stations learn and perfect new digital interactive techniques, the formula for success is simple. It's all about extensive hyper-local content. Layering in interactive apps-such as user-generated content, widgets, "more on" detail buttons and social networks-TV broadcasters are building digital bridges to constituents. Transferring their continuously updated content and advertising to mobile phones works only if consumers can respond to it in ways that suit their needs. For instance, a local pizza parlor offers links complete with an embedded coupon, allowing consumers to order dinner to go on their drive home from work. Above all, TV broadcasters must make their online platforms original, participatory, conversational and commercial. Bottoms-up enterprise is required.