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Social Platforms – Changing the News Broadcast Industry

Social Platforms – Changing the News Broadcast Industry

With rapidly evolving content consumption pattern and hasty rise in online video viewing, traditional television viewing has suffered a setback. The very format of content delivery in nano-seconds has completely shaken up the existing ways of content delivery for news broadcasters.

According to the Digital News Report 2017 by Reuters Institute for the Study of Journalism, almost 33% of millennial users (aged 18-24) consider social media to be their primary source of news and information. It’s said that the current situation of legacy broadcasters is quite similar to that faced by newspapers in the early 2000s. Gone are the days when families sat together for evening bulletins, now it’s time for news anytime, anywhere with around 46% of people consuming news in bed on their smartphones itself. 1

Rise and Live on Social

The rise of platforms have opened newer avenues of reaching wider and demographically diverse audience. Audiences have moved to digital representations of news with mediums such as Snapchat, Periscope, Instagram and Facebook Live becoming regular tools of what was once a single source of information dissemination platform. Besides, there’s also a significant rise in news consumption from messaging apps such as WhatsApp, WeChat, FB Messenger, Vibe, etc.

Facebook dominates its reach with wider acceptability as a social network for news with 47% of people logging in for their daily updates. Taking cue from this favourability broadcasters have evolved their content delivery for digital platforms. Live events, particularly sports and election results are now being reported using Facebook live and Periscope along with traditional broadcasts.

The Associated Press (AP) works in partnership with Livestream.com to bring major news events live to customers, which is formatted for TV, mobile, or online. Similarly, while experimenting early on with the format, National Public Radio (NPR), USA decided to go “all out” with Facebook Live. It created a Facebook page entirely for live video with dedicated journalists to ideate and produce content so they can broadcast as the news breaks and deliver stories in a new format. 2

Finding New Audiences among Distributed Platforms

While the multi-platform world also puts forth a challenge of what new content will be engaging for the audiences and how to bring more audiences. As per findings of the Reuters Institute, Digital News Report majority of access to websites and apps is now via side-door routes (65%) rather than direct (32%) such as search, social media, email, mobile alerts and aggregators. 3

While there’s also around 29% of people who completely avoid the news as it is said to have a negative impact on their mood. To reach new and younger audiences, broadcasters such as Australian Broadcasting Corporation, are investing in news apps and partnering with news aggregators (Flipboard, SmartNews, Apple News, Google News, Snapchat Discover, Kakao Channel, and Line News) pushing notifications directly to user’s mobile screen.

For Australian Broadcasting Corporation, the country’s public broadcaster, Apple News has added up to more than 1.1 million subscribers who’ve enabled push alerts since September 2016. ABC’s audience on Apple News is younger and more female than its readers on other digital platforms, and 75% of the people it reaches there are new to the brand. 4

Citizen Journalists & Combating Fake News

The need to produce more content and be in active mode always has made broadcasters reliant to content offered by the public or ‘citizen journalists’ to some extent. User generated content on social platforms such as viewer reviews, polls, video stories of local happenings is driving audience engagement that becomes a backbone of content programming.

User submitted information has done wonders especially in times of crisis such as Arab Uprising or reportage about current conflict in Aleppo. Citizens armed with smartphones record and bring the stories from conflicted areas to center stage, putting their safety at stake. 5

While this has also given rise to the concept of fake news, around the world only 24% believe social media does a good job separating fact from fiction. Alone Facebook had 23 out 50 hoaxed news around US election in 2016 and it contributed to  10.6 million shares, reactions and comments 6. This incidence highlighted the power of social media platform and the viral algorithms that are encouraging low quality and ‘fake news’ to spread quickly. It is thus important to monitor the kind of news that is disseminated through social platforms to avoid any negative impact on society.

The Way Ahead

The best way to move ahead for broadcasters is by utilizing the data to understand viewer behavior and drawing analogies for the dissemination of relevant content. Fighting the algorithmic delivery of news, Broadcasters are also looking to break the echo chambers. This would not only help in building upon new audience but also retaining the existing ones.

Both television news and social media will coexist and broadcasters need a strategy to focus on both. The major impact, however, has been on print media where the time to report is much higher and they have to catch than wait for news to break in the morning.