Hearst Television Renews Politfact Partnership

Assignment Task

What stops consumers from watching local television news and how can Hearst television stations re-engage with its audiences?

Key considerations

Understanding the target audience in the local broadcast news industry:

• The role of local news in the lives of today’s audience
• Consumer’s perception about local news
• Reasons for why consumers are disengaging from local news
• The changing consumption behavior in the consumer
• Sources that consumers rely on to stay informed about local news and events.

To re-engage with its audience, Hearst Television may need to consider:

• Engage with audiences on various platforms like traditional broadcasts, digital platforms, and social media

Company’s Key Assumptions When Presenting The Problem

1. Local TV Remains a Resilient and Powerful Reach Platform

• Hearst’s competition comes from disruptive streaming and social media, but not from other local news

2. Local TV news still plays a significant role in providing sense of connectivity and community

• Viewers are interested in a mix of hard and soft news content

3. Hearst provides a mix of big stories and giving back

• There are viewers who seek fun and entertainment when watching local news

4. Young people engage with the community and watch local news as they come of age

• Local news descriptors play an important role in attracting viewers
• Having a broadcaster viewers like will help retaining viewer base

5. Personal connection to the news team

• Audience might not be aware of local news offering

Content:

1. Determine the types of content that appeal to consumers

• Big/Breaking Newsstories
• Weather
• Local Government/Politics

2. Analyzing consumer feedback to assess content quality and relevance

3. Identifying the gaps in the current content and consumer’s expectation

Consumption Habit:

1. Location, devices and platforms viewers use to watch local news
2. Determining the ideal length of programming to optimize viewer attention and retention

Questions

1. What are the primary reasons that make the audience stop/continue watching local TV news?

2. What factors influence the audience's decision Content? platform? Schedule? Advertising?

3. Why do these factors matter? economic, emotional, and physical?

4. What underlying values are related to these factors

5. What is the role of local news in people's lives?

6. Perspectives and feelings come to mind when people think of local news?

7. How does local news impact people's lives → shaping their perspectives (cultural/demographics identity) on the local community? increasing awareness of their surroundings?

8. What types of news do consumers care about the most, and why?

9.  What are the alternatives for the audience to get local news information?

10. Different platforms and their impacts on consumers

11. Why do people use that specific platform? Convenience? real-time updates? Authenticity?

12. How do these alternative platforms compare to traditional local news sources?

13. Disadvantages and benefits

14. How do consumers perceive professional journalism vs. media posts?

15. In-depth content analysis

16. What attributes do audiences need from local news?

17. Real time? Authentic? Relevant?

18. Why do those attributes matter?

19. Do expectations shift for each type of content?

20. The competition landscape

21. Disadvantages and benefits of local news channel

22. How are other broadcast news channels performing?

23. Are consumers watching other channels more or less compared to Hearst?

24. Where to devote local news marketing messages?

25. Channels and how to identify target segments

26. What places do people usually learn about local news, such as gyms, banks, schools, or others? Reaction → pay attention? treat it as background sound?

27. Other places or platforms to learn more about local news? Why?

28. What local event can attract the audience to engage with local news?

29. How do people usually get involved with the local community, and why?

30. What types of local events can attract consumers to engage with local news: on-location shooting? celebrity journalists?

31. What delivery method for local news marketing messages?

32. What time intervals do consumers prefer to watch local news, and why?

33. What other activities do consumers do during local news broadcast times, such as 7-9 am or 8-12 pm?

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