Most television newscasts, on most stations, in most parts of the country, are mostly the same. The “actors” are different, both the on-air anchors and reporters, and the persons who are covered by the news team. But the stories and situations are usually predictable. How TV news covers those situations, and reports those stories, needs to change in order to grow and become important to those who are currently watching and the many who don’t watch, but would if the programs meant more to them.
As in most arenas, innovation in technology precedes innovation in content and form; TV news is way behind in terms of delivering its content in ways that take advantage of the newest and most meaningful technologies. Too often, form and technology become the story instead of the story itself driving the coverage. Story fundamentals remain the heart and soul of good and compelling media. The dramatic narrative of daily news coverage can benefit and grow by using specific new technologies in more effective and immediate fashion.
First, smaller cameras give news men and women advantages and, literally, angles yet to be explored and developed. Too often, however, the new breed of “VJs” (Video Journalists) are trying to tell stories in the old way, when a reporter and photographer—usually with a large camera—went out and covered traditional packages, or voiceovers and sound bites. Instead, these new story tellers should be looking to a more inchoate (sorry for the SAT word, but it works) and fundamental method of connecting with the audience. When storytellers came and entertained and educated their audience, whether their own family or a larger community, they did it simply around the dinner table, campfire, local bar or coffee shop. Now we have incredible tools to help tell those stories, to millions of people with pictures, sound, graphics and the attractive human story-teller, who is now accessible to her (or his) listeners and viewers.
In order to move forward we need a combination of talented risk takers and newsroom employees who are driven by a pioneering sense of excitement. Enlightened leadership may not drive these changes, but would certainly accelerate the pace. More likely, economic realities will lead the charge forcing the current realignments we are seeing at stations across the country. For those companies and organizations willing to risk, for great reward, the benefits will be substantial. We have seen how “viral videos” take on a life of their own. Younger viewers want new forms that are clearly different from mom and dad’s evening newscasts. Mom and dad, who are the bedrock 25-54 demographic that watches news, will adjust if the content and delivery are relevant and compelling; new formats must be well-done, however. It is not enough to try something new. Something new must be worth watching and provide value that helps viewers get through the day.
The other technological imperative driving new ways of delivering the news is more akin to traditional radio than TV. The web based components of news departments have to offer the news as it happens, in engaging ways. Instead of waiting for the evening newscast to air, developing stories have to be shared, responsibly, as they are developing. The world wide web and its progeny—iPhones, Blackberries, and phone delivered content—must drive the traditional newscasts, not the other way around.
After long years of not much changing in TV news we have an exciting opportunity to link good TV with new technologies in ways not possible until now. As is the case with most of television, one big breakthrough will spawn imitators and copycats. That is good. The way media evolves is not a zero sum proposition. We know that radio did not put the movies or newspapers out of business, nor did TV. For that matter radio, TV, the internet, newspapers coexist and evolve. But as the media scholar Neil Postman teaches, there are winners and losers with any new technology. Someone in the TV news universe is going to win big when it comes to really using the new technologies in ways that benefit everyone.
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