These kinds of exchanges, executives suggest, spread quickly on social media and generate digital impressions that are likely to be valuable as viewers rely on connections other than cable subscriptions to gain access to video. In 2013, according to the Pew Research Journalism Project, 82% of Americans said they got news on a desktop or laptop, while 54% said they got news on a mobile device. Pew said 35% reported that they get news in this way “frequently” on their desktop or laptop, and 21% from a mobile phone or tablet.
“We have to look beyond cable ratings,” says Izzy Povich, vice president of talent and development at MSNBC, in an interview, adding , “Ronan is somebody who really can be a content provider on different platforms, and I do think that’s the future of where we are headed.”
Even so, viewership for “Ronan Farrow Daily” has been disappointing. In some months since the program launched, it has not been able to attract on average even 50,000 viewers between 25 and 54, the audience most desired by advertisers in news programming, according to Nielsen data. In contrast, Farrow’s feed on Twitter has 272,000 followers. In December, “Ronan Farrow Daily” lured an average of 206,000 viewers overall, according to Nielsen, and 41,000 in the demo. Rival programs on Fox News Channel and CNN performed significantly better.
MSNBC’s plan sprouts alongside a January unveiling of a new streaming-video hub, Shift, which offers programming and personalities not typically seen on the cable outlet. Other TV-news networks are trying similar stuff. CBS News has launched CBSN, a daily broadcast sent via streaming video that emulates something one might see on a cable network. In both cases, the media outlets are stocking the venture with new talent and contributions from staff already in place.
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