Cory Bergman writes:
... This will be the year that the portals, major national news sites
and other pure plays aggressively expand into local content. It’s
already underway. Yahoo News, the top news site on the web, has launched local news pages along with You Witness Video, a citizen video service. IAC just premiered
AskCity, a local search, mapping and events portal for each of the
major markets that’s integrated with CitySearch and Ticketmaster.
Google has rolled out
a free service that allows local companies to host their own business
web pages with the ability to offer free, printable coupons and
click-to-call functionality. ¶ Then there are the smaller sites, nearly too numerous to count, that are launching promising niche products. ... ¶ This is just the beginning of the local push. But surprisingly,
local television is standing flat-footed while key local niches and
their corresponding revenue pools are captured by the pure plays. In a
few cases, stations are cutting content-for-revenue deals, but this is
only a partial, case-by-case solution. In the next 2 to 4 years, if
local TV doesn’t aggressively launch innovative new products into key
local niches, its interactive revenue will plateau at a shockingly
small share. So small, it will only scratch the surface in offsetting
the decline in television ad revenue. ...
Link: Lost Remote. Broadcasters, this is an important essay worthy of your attention. --Dennis