| Topic Name: |
When is Branding enough? |
| Message Name: |
Web References... |
| Date Posted: |
06/10/2005 |
| In Reply To: |
all these things newsrooms do today to get viewers is exactly what most intelligent viewers can't stand.
No one cares who got there first, but t.v. people.
Exclusive has lost all its exclusivity.
Most viewers notice the obvious plugs for ourselves and network shows and disguising it as legitimate news coverage.
Most people don't care whether you are live or not, especially if they can't see any reason for you being there, especially at night.
Viewers think the black hole live shot is stupid, but we do it anyway.
And there's absolutely nothing conversational about adding "We're on your side" or "Taking action" or "Live local and latebreaking" into every freaking script.
The only people who don't realize this stuff doesn't work and actually turns people off are the people running newsrooms all over the country who only spend time outside of work with other t.v people, ad execs, or otherwise removed from true reality types who have an agenda other than telling the news.
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| Message: |
Don't send viewers to the web unless you have more information that adds to the story; or perhaps a sidebar that didn't fit into the package.
That kind of "branding" supports your position of giving the viewer as much (or as little) info as they want and need. They'll learn that they can see it on your station, or read it on your web site. But, yes, referring to it on EVERY story is insane. Perhaps you may want to skip the story-by-story references to your web site during the 'cast, and do a bumper that says "for more information on the stories we bring you, log-on..."
While we're at it, i agree with "statobvious" that live-for-live is a waste. As is the "we have team coverage" intro, that has been beaten to death on these boards.
Our viewers are intelligent and smart. They can tell when you're marketing to them, and when you're giving them the news.
Respect them, and they'll be loyal to you.
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