Focus on focus
The fifth opportunity has nothing to do with selling ads, yet everything to do with ad sales. It is the need for local TV broadcasters to stay focused on their local market, constantly reminding locals what the station is doing for them. One might call it a “promise, deliver and prove” approach to marketing.
A local TV broadcaster can never serve its local viewers or community too much, and thinking globally and acting locally is exactly what local broadcasters do best. Every station has its niche, and the golden niche for local independents and network affiliates is a high local profile with a reputation for honesty and reliability.
Oops is for rookies
Even local viewers not connected to cable or satellites expect global-class quality and service. That’s what dedicated broadcast engineers provide and plan for. Isn’t it interesting that other sectors of the communications industry don’t always appear to take their similar technical responsibilities quite so seriously? Why is it that those who are paid by viewers and subscribers generally provide worse service than those who give their product and services free of charge to total strangers?
A couple of weekdays ago, cellular service from a major provider in my area failed at 1 p.m. Its cell phones indicated connection but didn’t work. Its cellular broadband network didn’t work either. I called customer service on my landline and was promised that cellular and data service would be restored by the next morning. The next morning? I was glad I kept the copper. Turns out, their system was down during prime time for more than four hours, reportedly because the main fiber was cut. How well would being off the air for four hours during prime time fly at your station? Station towers have fallen and many got back on the air in less time.
A major carrier had a huge single point of failure and didn’t have a workaround, thus demonstrating how to turn what should have been a hiccup into a newsworthy disaster. Apparently, their system was not designed by a broadcast engineer.