Hearst-Argyle launched High School Playbook in seven markets.
“We’re targeting three demographics,” says Hearst-Argyle Executive VP Terry Mackin, “teens, the parents of teens, and the [local] adult community that’s interested in high school sports.”
Mackin termed the project a “seven-figure investment, minimally,” that took about a year to create.”
“Seven Hearst-Argyle markets launched a new social networking site that is focused around local high school sports. HighSchoolPlaybook.com provides an environment where teens can share video and photos about their schools’ sports teams, cheer leading and bands.
Many of the stations have even hired a group of student sideline reporters who are using HD cameras to shoot local sports stories and reports for the site. According to Broadcasting and Cable, Hearst-Argyle plans to license the service to non-Hearst-Argyle stations in the next year. As part of the launch, Hearst-Argyle also launched five new YouTube channels for the stations involved in HighSchoolPlaybook.”