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Local TV is facing plenty of outside challenges. But some of its biggest problems may be coming from within. Changes in talent, the sales model and the product itself are raising an important question: Is local television slowly weakening the very things that once made it valuable?
What’s killing local TV?
You might be surprised.
The people.
Top talent is disappearing. Top management is being regionalized. We’re slowly losing the local in local television.
The sales model.
Great TV sellers once specialized in selling their core product: local television. Today, everyone is a multiplatform expert (really).
Somewhere along the way, the core product became an afterthought.When sales organizations treat their core product as if it has little value, eventually advertisers will believe them.
The product.Not the programming, but the commercial break structure. Schedules struggle to post for a reason. Eventually, advertisers will find a medium they trust more.I spent most of my career in local TV. I hope it succeeds.
Over the next few posts, I’ll share some of my thoughts on the challenges facing each of these: the people, the sales model, and the product.Sometimes the biggest threat isn’t coming from the outside. It’s coming from within.
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