Repurposing Broadcast Content in the Age of the Internet
Technological advances are the driving force of the broadcast news industry. Technology enables broadcast news organizations to maintain a competitive edge, and staying competitive means maintaining a prominent Web presence. Revenue growth and branding expansion depends on Web site content. In order to appeal to viewers, news organizations must provide top quality broadcast and easily accessible Internet news.
“Repurposing is taking what has been produced for one medium and tailoring it for another. This means not only streaming the newscast online but placing story text versions online or even raw, unedited video of an event.”
With the linearity of television, the ability to pause, go backward or forward does not exist and places limits on viewers. Appealing to viewers is a necessity for good journalism and good business. Online broadcasting allows journalists to not only write effective text-only versions, but to also incorporate still images, animations, post interviews or link to relevant sites or documents. In an age where savvy technology thrives, Web site news access is both a want and a need. Great examples of news Web sites that promote the use of multi-media is CNN.com, Atlanta, Georgia, King5.com, Seattle, Washington and Waff.com, Huntsville Alabama, just to name a few.
According to the Principles of Convergent Journalism, “Repurposing allows the broadcast station to expand the reach and shelf life of the journalistic product.”
Exposure to Web news allows viewers to scan news stories, view video or listen to audio anytime, anywhere; updating themselves when necessary. The Web not only provides viewers access to the news, but weather and sports as well. The increased use of Web sites to repurpose information presents a challenge to radio stations that commonly produce news content, promotions, and giveaways via the Web. Utilizing the Web to produce news content equal to that of news organizations has proven to be advantageous. who commonly, with a great advantage, utilize the Web to produce news and promotions.
Although Web news sites are similar in design, standard text-only or video report sections and competition, there are plenty of tasks involved in creating those similar components. In an era of convergence and repurposing, one needs to be able to upload scripts as text files, digitize content and maintain the site to be successful.