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November 28, 2004

How to explode TV news in four easy steps

Try this:

1. Slice.

Cut up your shows into stories and put them all online.

After you air a story, it's fishwrap. Nobody can see it. If they missed it, well, that's tough for them. Is that any way to treat your public? Well, you don't have to anymore.

You should put up every story you do -- and not just as a stream but as files that the people can distribute on their own.

You can still make money on this -- in fact, you'll make new money: Put ads on the video; track those ads; and tack on a Creative Commons license that says people can distribute the video but cannnot muck with it. And you'll find something magical will happen: Your audience will market your product for you and distribute it for you and it won't cost you anything more. It's free money, damnit. Tell that to your stockholders.

And while you're at it, take your script for the segment and associate it with the video as meta data (that is, post it on a blog with a link to the video) so people can find your stories on search engines and then watch them.

This means that people who really want to see your stories and are interested in them can now do so. We're no longer captive to your schedule and your selection; we can watch what interests us. We are in control.

The result: You will get a more interested and involved audience. You will get a bigger audience. You will get more people who will like what you do and start watching your old-fashioned shows. You will benefit. We will benefit.

If you really care about informing the public -- which, of course, you do -- then this is the first step to doing it a new and better way.

(Continued at BuzzMachine)
Posted by yatta at 11:37 PM