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There was a time when TV networks abode the same golden rules for their evening news broadcasts. Their anchors had to be middle-aged men in suits and with gravitas in their speech. At ABC those days are over. Its incoming World News Tonight anchor, David Muir, is young at 41, mashes up hard news and entertainment updates, has adopted a hybrid morning/evening news style, and seems keen to chase Millennials who have all but abandoned network broadcasts. A telling sign is Muir’s latest project: The One Thing Facecast, an 80-second daily news capsule that’s made for an audience with a short attention span to like, comment on and share on Facebook.
Think of the show as a collection of headlines delivered on a multimedia platform. It’s designed to make a quick yet strong impact on viewers so that they feel compelled to share it with others and, with some luck, also tune in for ABC’s full evening TV broadcast. For journalism purists, that’s messing with a sacred craft. For ABC, though, it’s the flickering light at the end of the ratings tunnel. The network just clinched its first November ratings victory in the 25-54 demographic in nearly two decades, albeit by a very narrow margin over NBC Nightly News.
If this little experiment shows anything, it’s that there might be value in taking calculated marketing risks.
The Trendz Twist
With Facebook hell-bent on stealing some of YouTube’s video-sharing thunder, this might be a good time for your mall marketing team to consider Facebook as a possible channel to deliver video capsules. With your own Facecasts, you could share breaking mall news (e.g., if there are any unforeseen closures, celebrity arrivals for red-carpet events, or last-minute pleas to support charitable causes) and community updates (e.g., election results or local sports teams’ home games).
This type of service will require a dedicated reporter/anchor, which might create an opportunity for your mall to partner with either a media outlet or a local college’s journalism department.
Jan.
2015
2015
Posted in Digital Marketing
