Local TV sites lagging

The WSJ covers a topic everyone already knows. Local TV sites are so far behind that they may not catch up, ever.

From the WSJ:

“While newspapers have had success building heavily trafficked Web sites, “people still don’t automatically think to visit a TV-station Web site,” says Brent Magid, chief executive officer of media consultancy Frank Magid Associates Inc. “Stations need to do something online to get noticed.”

Most local broadcasters, though, are coming late to the party. One key measure of how far they are lagging on the Internet: Newspaper sales of local online video ads totaled $81 million in 2006, compared with a relatively paltry $32 million for TV stations, according to research firm Borrell Associates Inc.

But prompting station executives to shift to an “always on” mentality — breaking news on the Web around the clock — has been hard, says Jonathan Leess, president of CBS Stations Digital Media Group. “They needed to understand that this is a threat,” he says. “If they continued with a holding-back approach it will severely limit their growth.”

To get a feel for just how f*cked they are check out this gem from Magid Associates’ “Internet Best Practices“:

That’s right folks, the guys that are leading the local TV online charge haven’t done an “Internet Best Practices” update since Jan 2003. The broken image is icing on the cake.

About Daniel Davenport

Daniel is a digital media executive with internet and broadcast experience. Daniel is currently the executive strategy director at THINK Interactive.

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