Content. It’s what make the news platforms what they are, especially radio, always a struggling medium. Where are they without the information?
So, in a move for the New Year, WTOP-FM in Washington has added content from ABC News Radio to its broadcast menu. It’s not an affiliate switch, its simply and smartly an increase in that which drives the news, substance. The station is staying with CBS News as its network at the top and bottom of the hours and will continue to use their fed content.
But now, it’s kind of like the Mets getting to use the Yankees players too or the Giants using the Jets…well, forget that, bad example, especially this year.
Most local radio stations rely on a network news provider not only for their national content but often enough live feeds, long form event coverage and the ability to arrange exclusive content and conversation with network reporters as they cover the happenings across the country and around the world.
That sounds simple enough but often there are specific shortcomings and concessions to be made when a station is under a business arrangement with a particular news network. That’s usually the case in news radio.
Whether it’s a commitment to clearing too much network commercial inventory or restrictions on carrying live or special programming without additional costs, it’s not unusual for newsroom staff and management to wish aloud that they were part of one of the other news network clients.
“Why can’t we be a ____ affiliate?”
The truth is, depending on a local station’s wants and needs, the grass can very well be greener on the other side, it just probably is a tad too expensive to make happen. In other cases, that local station’s competitor in the market is already the desired network’s affiliate and maybe they’re not making the best use of what they have access to.
Problems, problems, problems.
So, like WTOP, like WBZ in Boston, 1010 WINS in New York, and more than a handful of stations around the country who are able to do it, there is a potential solution for content improvement: Engage the competition in that quest for dominance in the market. Easier said than done I understand as no doubt there are often varying types of roadblocks to the concept.
Those aside, I find myself more engaged with stations that feature content from multiple network sources and the novelty of hearing differing perspectives and reporters during the course of a broadcast day.
While it may be more interesting a concept to people in the business, the audience does not lose in the process. There are plenty of news devotees who check in throughout the day, especially when the wheels are turning in DC, Gaza or Ukraine or countless other locales. These people want the best and the newest information and no, to that effect they do not always have to have it first. To benefit from a CBS report in the morning, AP, BBC and later ABC or Fox throughout the broadcast day is what a true news junkie might well be dreaming of.
I have spoken of or alluded to on prior occasions the increasing limitations or the eroding quality a network may be providing its affiliate and therefore its audience. From a local newsroom standpoint, nothing is more frustrating and debilitating than waiting far too long for network fed audio cuts of the State of The Union Address or a news conference on a major event to appear for download and use on air. It’s difficult to find and be victimized by the limitations in live coverage of breaking news simply because the network cannot staff the additional channels or editorial desks.
It’s certainly a problem that all the networks face and when that happens the affiliate stations and the audience are the real losers.
It’s certainly not uncommon for the networks and locals to make use of their TV partners or digital/newspaper associates for their coverage so at this stage of the game why not improve the product as a whole. Our audience knows when newspapers fold, news radio stations disintegrate, and information is difficult to find or rely on.
TV Newscasts rarely disappear, ever notice that? In fact, they keep adding them throughout the day. I still am befuddled by that.
For news radio, why not keep what is left around for as long as possible by making it all as good and as strong as possible?
Will Fox News Radio really care so much about competition as long as some of their content is clearing on a station or in a market where it previously wasn’t? Will they not share with ABC or CBS or AP?
Those are not rhetorical questions; I really would like to know as I’m no whiz kid when it comes to the business end of broadcast journalism.
Think of it as a mini merger of sorts, not of businesses or corporations, but of resources. Competition is put to the side in favor of two or more providers getting a piece of the pie. The location station improves its product while those content providers fill the gaps in service left by one or the other.
The station can clear top and bottom of the hour newscast from one network, special reports and live coverage from another, even produced wraps, voicers and actualities from either, both or a third player.
Naturally, there are rules to play by but I’m fairly sure those in the business end of things are capable enough to make things work if it means additional revenue or even staving off bankruptcy and insolvency. (Those words usually get somebody’s attention)
Also, I do realize there are some smaller news radio content providers that I have not mentioned. I would welcome them or encourage local stations not to count them out when considering adding more content. Variety, they say…
Using the services of more than network offers options, it strengthens the overall product and it very well will be helping to do what we indeed hope it will: keep the medium alive.
Bill Zito has devoted most of his work efforts to broadcast news since 1999. He made the career switch after serving a dozen years as a police officer on both coasts. Splitting the time between Radio and TV, he’s worked for ABC News and Fox News, News 12 New York , The Weather Channel and KIRO and KOMO in Seattle. He writes, edits and anchors for Audacy’s WTIC-AM in Hartford and lives in New England. You can find him on Twitter @BillZitoNEWS.
