{"id":381523,"date":"2010-03-02T10:45:07","date_gmt":"2010-03-02T15:45:07","guid":{"rendered":"http:\/\/www.theatlantic.com\/business\/archive\/2010\/03\/how-broadcast-can-get-its-groove-back\/36861\/?rss=36861"},"modified":"2010-03-02T10:45:07","modified_gmt":"2010-03-02T15:45:07","slug":"how-broadcast-can-get-its-groove-back","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/381523","title":{"rendered":"How Broadcast Can Get Its Groove Back"},"content":{"rendered":"

\"110Massive staff cuts at CBS’ and ABC’s news divisions have sparked<\/a> speculation<\/a> about how networks can win back viewers who are flocking to cable news. As Fox News surges to the top<\/a>
\nof ratings lists and networks struggle to cope with a slump in
\nadvertising, observers are looking to NBC News as a business model for the
\nfuture. <\/p>\n

NBC News has been able to fall back on the revenues of
\nits cable arm, MSNBC, and continue to turn a profit. The network also
\ndownsized significantly in 2006, reducing its news staff by 5 percent.
\nIs this combination of streamlined newsgathering and cable partnership
\na solution for beleaguered networks? <\/p>\n

Possibly, though handing
\nout severance packages isn’t going to cut it. Networks need to rethink
\nthe way they use newsgatherers and begin retraining staff to work
\nacross formats and media. They should mimic the BBC, whose reporters
\nwork in small production teams and often file online, radio, and TV
\nversions of the same piece. With 61 percent<\/a> of Americans reading news online and 54 percent<\/a>
\nlistening to radio news, networks would also be smart to invest in a
\nthree-legged approach to news dissemination. CNN’s and Fox News’
\nwebsites are among the most trafficked news sites<\/a> in the world, a factor that has become vital to their brand value. <\/p>\n

If broadcast networks want to
\npartner with cable, they’re going to have to figure out what value they
\ncan add. Obviously, money-losing broadcast networks want to shrug off
\nexpenses onto profitable cable teams, like CNN and Fox News; but what’s
\nin it for the cable guys? Perhaps the audience. At 22 million in 2009<\/a>,
\nthe broadcast audience has steadily decreased over the years but still
\nmakes cable audiences look small. Whether such numbers will be enough
\nto convince thriving cable networks to throw a life raft to their
\nbroadcast competitors remains to be seen, but an anonymous Times source
\nsuggests that new cable\/broadcast partnerships could emerge in just a
\nfew years.<\/div>\n



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Massive staff cuts at CBS’ and ABC’s news divisions have sparked speculation about how networks can win back viewers who are flocking to cable news. As Fox News surges to the top of ratings lists and networks struggle to cope with a slump in advertising, observers are looking to NBC News as a business model […]<\/p>\n","protected":false},"author":2670,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-381523","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/381523","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/2670"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=381523"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/381523\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=381523"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=381523"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=381523"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}