JVC Professional APRIL 2007 NAB-2007 The ProHD Report
Copyright 2007 JVC Professional Products Company All rights reserved Page 3 of 43
Local, national, and worldwide television news must have the capability to go live on
the air with the late-breaking news, with live pictures from the remote site, and,
when appropriate, live interviews between the news anchors and the field reporters.
Whether from ENG helicopter, ENG van, handheld or shoulder-carried, instant wired
or wireless delivery of news to the TV station with HD quality is an absolute
necessity for local TV news success.
Although more and more television news will be accessed on portable devices with
limited resolution, TV stations’ primary outlet will remain the millions of home
viewers who demand HD quality content to be displayed on their HDTV sets.
Content is king, but the audience ratings victor will be the TV station with the best
live news images day after day, as we can assume that, in the news business, the TV
stations in the same market deliver more or less the same news stories. Differentiate
your station from the others, be the first with HD
news in your market, and do it economically,
before the other stations do.
Strength of local news is critical to generating
local time sales. HD news and HD ENG obviously
make your local market position stronger.
The competition for eyeballs is fierce, and expected
to get even more competitive over the next several
years, as cable, web-based and mobile video news
services develop, causing local TV advertising
dollars to consider moving to newer electronic
media. As a TV station having done news for years, you already have the necessary
base infra-structure from which you can launch your HD market attack, to increase
your audience share for news and, indirectly, for day-time and prime-time programs.
Let’s agree: Just as network programs lead-in and build your local news
audience, great local news broadcasts will lead-in and build audience for
network and syndicated programming, as your popular local news talent may
promote your prime time and syndicated shows.
Are you offering video ads on your TV station website? Increase your local news
audience and your website visits increase, which in turn may get you a lot more
website ad revenue. Local HD news is again the key to profitability. Extended
coverage of community affairs, local events and public relations in HD support
audience gains.