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Moving Online: TV News and the Internet

Moving Online: TV News and the Internet. Sonya Duhe’, Ph.D. Andrea Tanner, Ph.D. and Karen Zatkulak University of South Carolina, Columbia. GROWTH OF WEB SITES. 1990s: Use of Internet doubled every year (Bucy 2002)

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Moving Online: TV News and the Internet

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  1. Moving Online: TV News and the Internet Sonya Duhe’, Ph.D. Andrea Tanner, Ph.D. and Karen ZatkulakUniversity of South Carolina, Columbia

  2. GROWTH OF WEB SITES • 1990s: Use of Internet doubled every year (Bucy 2002) • 2001: An average 4.6 million people a day visited CNN.com during the first week of the Sept. 11 attacks (Pastore, 2000) • 2004: Local TV new directors said Web is #1 choice for convergent TV news operations (Duhe’, Mortimer, Chow 2004) • 2005: 96% of all local TV stations had a Web site (RTNDA, 2005)

  3. PURPOSE OF STUDY To provide a snapshot of what U.S. TV stations are putting on the “splash” (front pages only) of their web sites including: • Types of news stories • Featured areas, i.e., weather, health, science • Use of ads on the sites and station promotion

  4. METHODOLOGY • Content analysis of sample of 140 local TV Web sites (ABC, CBS, NBC and FOX) • Large market stations 1-50 Medium to small markets 51-210 • Web sites came from the master station index at TVjobs.com

  5. ADVERTISING • 91% had ads • 87% had a banner across the top of their TV news front page to promo the station • 86% displayed their station logo or graphic within the banner • 58% of the banners pictured on-air talent

  6. INTERACTIVE • Nearly 46% of the sites were interactive, allowing viewers to offer story ideas, send in pictures, or participate in a poll • 74% of the sites did not refer back to the TV station’s newscasts

  7. BANNERS • 87% had a banner across the top page • 86% of the banners displayed the station logo or graphic • 58% of the sites pictured on-air personalities

  8. TOP STORIES • Defined as the top 2-3 featured stories on the site • Majority of all top stories were crime • Most of the crime stories had no pictures, video or graphic • Majority of crime stories linked to another site

  9. STORY TOPIC • 38% of the sites had a section for local stories • 38 % had a section for national stories • 26% had a section for international stories

  10. WEATHER IS IMPORTANT 76% of sites had a weather section; of those 61 had a weather image or map; 67% carried current weather conditions

  11. HEALTH AND SCIENCE • Nearly 20 % of sites had a health or medical section • 6% had a science section

  12. SUMMARY • 76% of sites had weather on splash page; • Crime stories were the most popular stories on the front page • Almost half of the sites were interactive, an avenue for feedback that TV doesn’t allow • But nearly three out of four sites aren’t referring back to the TV newscasts, thereby missing an opportunity to cross promote

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