Kansas City video Star -- that's what I are
Unbelievable (?) tabloid headline: "Newspaper thinks it can beat TV stations at the video news game."
Mebbe. Depends on how soon the TV stations wake up and smell the online moofrappolattechino.
Reports from the National Association of Broadcasters, whose convention and toy show has been going on in Las Vegas, paint a bewildered picture of the TV business as it confronts the Internet. Not bewildering. Bewildered.
Warning. Way-long post after the jump. I wrote 700 words for the news directors' trade magazine, RTNDA Communicator, and this opus runs almost 1,000 words more than that. Curl up with a printout.
TVNewser at MediaBistro has been tracking TV's Web angst. While news directors are united in their agreement that the net is Priority Number 1 with a bullet, Scott Baker says their general sense is "what the heck do I do now?"
Well, the Kansas City Star, of all places, seems to have an idea. And it's not even a TV news department. But it has hired a TV news reporter -- and a good one -- to start driving a wedge into that giant piece of hardwood called the WWW, to pry out a chunk it can call its own.
The Star hired Dave Helling (here for E&P's coverage of his hire, if you can get past that little subscription problem) when the station he was working for decided it didn't need his particular services. Many would say you don't have to be a reporter of Helling's stripe to go live from fires and crime scenes, and I would be among them. Helling in turn decided he didn't much need the TV news business anymore. He had another offer to stay in TV but turned it down.
Working for the Star put him squarely in a newsroom that prides itself on being the dominant newsgatherer in the city. There's little room for argument that newspapers have the most actual reporting muscle; how they use it is another issue for some other blog to beat into the ground through over-analysis. Point is, that's their primary business, focus and purpose.
As we ponder how the future news audience will get its news, a strong smell of obviousness hangs in the air. It's obvious people are deserting the dead-tree newspaper product. (It's also obvious that they began doing so long before the Internet, but that's another story for some other... etc.) Truth is, people are deserting TV news, too, partly for structural reasons. The evening news is no longer appointment television. It ceased being appointment television before the term "appointment television" came into vogue. And they're deserting for reasons of substance, too. The useful information comes from elsewhere. Even some of my friends in news management admit that when they take their rare vacations and stop obsessing over what's in their rundown, they don't feel they've missed a thing when they come back.
Readers and viewers are going to wind up on the Internet -- a further tang of obviousness clings to that. That's like saying that if you drive north from Laredo you'll see lots of Texas.
The Star's bet is that there'll be one major info-provider in a city like KC. The editor, Mark Zieman, sees that day coming and wants to take steps now to make the Star that provider... five, six years down the road. That means combining what TV news can do best (show the news) with what newspapers can do best (collect bits and tips from all over the community and dig into them). If the Star can work TV news stories into a newspaper Web site, without the baggage TV news departments carry, it will take a big step toward being that one major provider. TV news departments have to keep in mind -- constantly -- that most of the audience that's watching the program preceding the news is somewhat unlikely to hang around for the newscast. The Star's Web readership is far more likely to be looking for news per se, and the site probably has double the number of hits of the most-looked-at TV station Web site in KC.
Without really dissing Helling's work (he's a widely respected reporter), the television news directors in town pooh-pooh the whole thing (all except KMBC-TV, which wouldn't tell me anything about it on the record, and just for that, I won't link to the station's site).
Primarily, they downplay the production values. Regent Ducas at KCTV said: "Right now they might go and get the state of the state address or something, and put the whole thing on their site. Whenever I've seen it, it's been very long, just raw. Unless I'm wrong, I don't think they go back and edit their things."
Bryan McGruder at WDAF-TV took a similar tack, calling the Star's video "basically raw video out of a handycam. It's just him standing on camera doing question and answer with folks."
For some stories, where the video runs alongside newspaper text on the same subject, that is true. But it's not the complete picture, as I've learned from a visit to the Star a couple of weeks ago and from keeping an eye on its Web site. The video is carefully edited, but not always at the same rapid pace -- short shots, quick sequences and we're done here -- as TV news. At least good TV news, which needs to have energy and fast pacing, should have that kind of push. But that's an audience-driven production value, and the audience of TV news is decreasingly news-oriented. Helling does his share of TV-style stories; one that's been on the "top picks" list is a story about deterioration in a tunnel designed to redirect flooding in Turkey Creek. It's practically straight ol' news style, and the pictures work very well in the Web's constricted video.
The Star has an edge on TV news in an important way: It's not tied to the traditional, familiar packaging of stories with video and voice-over narration. TV, as it gets into direct-to-the-Web news, is going to stick close to that format because, well, that's the way you do video stories. Helling is right when he says, "Anyone who tells you they completely understand how to adapt TV forms to the Web is lying. We just don't know. We don't know how people are going to watch. We don't know how long they're going to watch. What they're going to watch." Approaching it from a fresh perspective could be important for finding the new ways of storytelling in the Web environment, the right ways. From Zieman's and Helling's perspectives, the TV stations' Web sites are offering precisely diddly-squat -- that is not a quote -- in the way of original and timely news coverage on their sites. They're not too far wrong. If you're actually looking for news, a local station's Web site is likely to be one of the last places you'll find it. That's changing, though. KSBH news director Debbie Bush says the station gets strong hits for its longer stories -- or investigations. (That use of the term may run counter to the way the Investigative Reporters and Editors organization defines it, but that's another story for some other... etc.) KCTV reports that it got major hits for a recent car chase, streamed live (yay, KC turns into LA). And it did original Web news programming when it streamed a speech by President Bush in Columbia, Mo. Any KC program director who pre-empted soap operas for that one would be fired instantaneously. Or faster. The Web can and should carry it. It's low-resolution video, high-immediacy stuff for a certain audience segment. KCTV is working out a deal to become the first local provider of on-demand news for cell phones, an important step. TV on a telephone could be a lot like electricity in a guitar: a marriage made in either heaven or hell, depending, and we'll see which you think it is. But it's coming as sure as text messaging is popular with the younger set. KSHB has a "stack your own newscast" feature, a step in the right direction but still serving leftovers. Helling and the Star are well aware of the limitations of today's Web video: the slow load times for streaming, the low-resolution picture, the small size. As Scott Baker puts it at TVNewser: "Video On-Demand will continue to explode and be really cool. Except for when it doesn't play, you just get audio -- or it crashes your browser." (Sorry, can't find a permalink to the item.) But, I'll add, it's a level playing field -- the TV stations' video doesn't look any better on the Web than the Star's. Still, news and video aren't the primary reason people go to a local television station Web site. And if they do, what they mostly get is AP stories -- thrill to the excitement -- and re-hash of stories already run on the air. The crux of the Star's strategy is this: No TV station in the local market is putting fresh stories on the Web every day. Only the Star is doing it regularly. And first can be foremost. To back up Helling, the newspaper is training its photographers in doing video, one-by-one on a rotation. And it's hiring (probably already has hired) a full-time videographer. Within weeks, the plan is to have five video stories, of varying lengths and story formats, in the Web paper every day. That's a doable proposition. The Star's timing on getting into the video news business may be great, but its recent expenditure of $200 million on a new press seems oddly timed -- or extravagant. The building itself looks more like a post-mod performing arts palace. Lots of glass, non-90 degree angles. The paper seems to be hedging its Web bet, and $200 mil is one hell of a hedge. With the erosion of its print-newspaper readership, the Star is typical of newspapers in needing to bank on the Web. It's something of a race against time: establish your online lifeline before the ink-and-paper boat sinks. The fragmentation of online readership also threatens, and it's an open question whether the Web's revenue will continue to support the 300-person newsgathering operation the paper has now. Any newspaper like the Star will need to be king of the local online revenue hill to keep that big a newsroom going, If the people at the Star think it can shoulder its way past the TV news departments without a pretty good fight, they're over-optimistic. One thing is clear and unarguable: The Star's video presence will hurt the TV stations' Web efforts. We don't know how badly. The longer the TV stations take to get serious about the Web, the worse it'll be for them as the old-fashioned broadcasting business shrivels. TV and newspapers actually resolved their news competition some years ago, when TV decided that its news viewers didn't read the papers anyway, so why even worry. That was in the days of fat TV ad revenues, days that are likely to become bygones. Now, papers and stations are headed for another confrontation. How it turns out comes down to whether Helling is right when he says of the TV station Web sites: "They're just not where they need to be."
When Helling does stay with unedited or relatively unedited pictures, there's usually a reason. It's to show the