WJLA, Sinclair’s ABC affiliate in Washington D.C., produced a 27-minute documentary but the only place you can see it is by streaming it from its website. Diverted: TWA 514 is the story about a commercial plane crash in the Washington D.C. 40 years ago. It’s not uncommon for a local TV station to produce a […]
WJLA, Sinclair’s ABC affiliate in Washington D.C., produced a 27-minute documentary but the only place you can see it is by streaming it from its website.
Diverted: TWA 514 is the story about a commercial plane crash in the Washington D.C. 40 years ago.
It’s not uncommon for a local TV station to produce a half-hour documentary, but normally, the stations carves out time to broadcast it over the air.
This is the first time WJLA (or any other station that I’m aware of) has decided to air the documentary exclusively online via its website.
I was curious about that and reached out to Stan Melton, WJLA’s creative services director to find out why.
“It’s an experiment,” said Melton, “to see what kind of exposure it gets.”
Yesterday, when I talked to Melton, there were no pre-roll ad nor any advertising breaks within the documentary.
“We’re pursuing ways to monetize it,” said Melton.
This morning when I clicked on the documentary, up popped a pre-roll ad.
Melton said that since it’s November sweeps, no on-air inventory can be spared to promote Diverted: TWA 514, but “bits and pieces have been used on NewsChannel 8.”
NewsChannel 8 is Sinclair’s regional cable news channel providing 24-hour news coverage primarily focused on the Washington, D.C., area.
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