MediaShift has published a survey of interactive and innovating types of audience engagement for local broadcasters. While not affiliated with MediaShift or NAB Pilot, Megaphone TV products and broadcast partners are heavily featured in the article.
For decades, “broadcast” was a one-way medium. With the adoption of social media and mobile technologies, however, that’s all changed. Making local news a participatory and relevant experience for viewers and listeners is now top of mind for local TV and radio stations across the country.
Many broadcasters are bringing in the audience into the equation – whether it’s giving them a say in the content, through polls, live Q-and-A or picking the next musical superstar, the audience is now part of the content strategy.
Another place for newsroom innovation is dual-screen experiences – turning television viewers into active participants in the broadcast while using their smartphones, tablets or computers.
TEGNA is currently partnering with Megaphone TV to use its platform for viewer participation during local news and sports broadcasts. For example, KUSA in Denver has used this technology to allow viewers to have a vote on which local topics are covered in newscasts. In addition, WFAA in Dallas regularly allows viewers of sporting events to participate in polls and quizzes through the station’s app or website.
WJLA, a Sinclair-owned station in Washington, DC, has also had success using Megaphone and similar platforms for real-time polling and audience engagement during newscasts.
“We try to incorporate viewer interactivity in every newscast,” said Simon Landau, the executive producer of digital media at WJLA. “Whether it’s showcasing social media commentary around a trending topic, photos sent in by our audience or asking a poll question, we try to engage our viewers in every show.”
Landau said the station typically focuses on breaking news, talkers and polarizing issues for audience engagement opportunities, but they’ve also seen success with big “national days,” like National Cat Day or National Pizza Day, when it comes to viewers wanting to be a part of the content.
Read The Full Article: How Broadcasters Are Making Two-Way Experiences with Interactive Content