WPTV, the Scripps-owned NBC affiliate in West Palm Beach, Fla., was No. 1 in household ratings for every local newscast during the recently completed May sweeps. This May marks 61 years of being No. 1 in morning and evening news among households, according to the station. “It really came down to owning breaking news and […]
WPTV, the Scripps-owned NBC affiliate in West Palm Beach, Fla., was No. 1 in household ratings for every local newscast during the recently completed May sweeps. This May marks 61 years of being No. 1 in morning and evening news among households, according to the station.
“It really came down to owning breaking news and good storytelling,” said Christine Baron, WPTV’s creative services director.
Baron gives a lot of credit to WPTV’s digital efforts.
“I’ll proudly support digital and say that a lot of the game is won on digital and how do you bring them back to TV, and whoever answers that million-dollar question, wins.”
But she says Facebook, especially Facebook Live, also played an important role in drawing viewers to the newscasts.
“We’re huge fans of Facebook live,” said Baron.
When I asked how the station used Facebook Live, Baron said that when the anchors engage with the viewers live, “it’s actually having a conversation with someone that you might not normally be able to, especially when they ask questions and you respond live.”
James Griffel, WPTV’s promotion manager, said, “Facebook humanizes our team, gives them a chance to show their personality.”
“When we first launched Facebook Live, there was a new energy in the newsroom. It was fun, exciting and heck, empowering,” said Baron.
“We have been gifted another source to broadcast digitally — on a brand where desirable demos hang out. It’s incredible to tell part of a story on-air, then share more details that got cut from the script — with people watching us on Facebook Live. Our audiences ask questions throughout the stream.
“Facebook Live also humanizes news,” Baron adds. “The fans laugh with us, gasp with us and it’s incredible to share those kinds of moments. It’s a special way to connect. When we go Facebook Live, we treat it like we’re live on air. We have a strategic plan, there must be viewer benefit and we have enjoy doing it. Sure this streaming style could be old in a couple months but for now, the West Palm Beach DMA seems to be embracing it.”
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