by Terry Segal on August 4, 2009
in Weather
Weather news is considered a top priority for viewers. Stations have responded by investing heavily in the latest technology to showcase their commitment.
Yet, a simpler and less expensive option exists to accomplish the same goal. Its use demonstrates your commitment to viewer satisfaction.
Why not run a forecast driven weather crawl throughout the news program?
What’s the purpose in making viewers wait for information they consider a priority?
The forecast driven weather crawl would display:
- wakeup forecast
- next day forecast
- 5-7 day forecast
- current temperature (showcase local points of interest)
The current temperature bug that is widely is too limited in meeting the real demand for weather news. The forecast driven weather crawl contains the details that viewers require.
The disadvantage? Some would argue it eliminates the need to watch the weather segment. The crawl provides all the key information.
This argument places the interests of the station above those of its viewers. That approach comes across as short-sighted.
Today you need to create and seize every competitive advantage.
The advantage?
Customer satisfaction of the highest order. Viewers get the information they want in the most convenient fashion. No waiting. No need to deal with a rigid schedule.
Any business attuned to fulfilling customer desires stands to succeed.
Gone are the days when viewers had to adjust their schedules to fit yours. So many options today give the audience alternatives. You lose viewers when you fail to meet expectations.
You recognize that weather news is a priority for viewers. Give it to them in a way that shows you acknowledge that importance.
A parallel exists in the cable sports arena.
Look how well the crawl concept works for ESPN’s SportsCenter. This highlight program uses a crawl to give the latest scores and news throughout the telecast. Nothing is held back to protect stories that run later in the program.
Satisfying the viewer’s hunger for information takes top priority at ESPN. Consider it one of the keys to its success.
You can do the same at your station. Make weather news accessible and “on demand” during your newscasts. Use the forecast driven weather crawl. Demonstrate that you’re fully attuned to what your viewers want most.
They’ll reward you for doing so.
It’s not good for business or morale when the late newscast rehashes the earlier program. Stations use a variety of tactics to give each a distinct flavor. Yet, efforts to distinguish between the two sometimes cause more harm than good. It’s time again to question certain news conventions.
“New” is a Double Edged Sword
Some stations flag stories in their late newscast with the tag, “New at 11″ or “New at 10″. I don’t get it. What does that say about the other stories? Are they “old?”
The solution? Tag stories from to convey a “bonus” orientation rather than setting up an old vs. new comparison. You still get credit for updated late news material without diminishing the value of other stories.
The purpose in tagging such material is to demonstrate that the late news is not a repeat of the earlier edition. Alert viewers to new material and you convince them of that fact.
Yet the terminology seems contradictory. It emphasizes the problem rather than correcting it. Stations don’t flag any stories in their earlier newscast with tags like “New at 6″ or “New at 5.”
How about “11:00 Extra” or “More at 11″ or “11:00 Bonus”? All suggest that you’ve added these stories to the late program. You also avoid hinting that the other news is a carryover from earlier in the day.
Whatever you call it, make sure the news is truly fresh for the late broadcast. I’m writing this post after watching a local station introduce video shot during the afternoon as a “New Development.” in their late news. No updated copy or reporter tag. It’s not a “New Development” at 11pm if your video was shot at 12 noon and not updated.
Live Reports Leave Reporters Stranded
What’s wrong with the following technique used to make the late news appear more updated? A reporter does a live shot at the scene of a story that ran earlier in the day. The reporter stands in front of a darkened building that viewers are unable to see. The reporter makes reference to the building by pointing over his or her shoulder as if to convince viewers of its location.
The reporter intros the package which features daytime footage. The package often runs without re-editing from its earlier version. The reporter signs off and the anchor moves on to another story.
The live component looks forced as viewers wonders why the reporter is placed in front of a location they can’t see. Little is added in the way of new information. Truth is, the story could easily have been delivered in-studio or even by an anchor leadin.
Wouldn’t it validate the live component if the anchor asked the reporter a question that updated developments? Why send a reporter live offsite and then not interact with him or her?
You need to use live trucks to justify their purchase. You also need to use them in a fashion that better showcases their value to viewers.
Weather Recap Woes
Someone once said that weathercasts aren’t history lessons. Nowhere is that truer than in the late evening. Viewers are focused on tomorrow – especially parents and commuters looking for early morning conditions. Focus your weathercast on giving viewers a look ahead. That’s where their attention lies.
Recaps of highs/lows around the viewing area come across as old news. So does an almanac of the day’s conditions. This issue is even more pertinent when weather conditions fall within the norms. You’re giving viewers even less valuable information when taking this approach.
A day featuring extraordinary conditions doesn’t change the orientation of late evening weather. Such conditions warrant coverage earlier in the newscast.
Make sure the weathercast focuses on the future. That’s true for every weathercast, but especially so late night. It’s not the time of day for a look back.
by Terry Segal on June 23, 2009
in Weather
Weekends are what most people look forward to all week. No work. Time to play. Is your weathercaster making the most of your viewers’ interest in Saturday and Sunday?
Take advantage of the opportunity that weekends provide to connect with viewers and make money to boot. You can also heighten your weathercaster’s appeal.
Sound good?
Include a weekend weather segment in every weathercast. Make it a signature part of the presentation. Own the weekends to set yourself apart from competitors.
It’s a surefire way to show you understand what’s important to viewers. You can add highlights of upcoming events. You can discuss the potential impact on outdoor activities and sporting events. The weekend emphasis adds another dimension to your weather segment.
Don’t worry if the weekend forecast changes from Monday to Thursday. Your update showcases you’re on top of things. Viewers know that the weather is subject to change. They’ll appreciate the new information.
Most stations already provide a seven day forecast. The weekend receives no special attention unless it’s Thursday or Friday. This lack of emphasis makes Saturday and Sunday seem like any old days of the week.
What a wasted opportunity.
Take Advantage of Weekend Opportunities
Yes, even on Monday people are looking forward to the upcoming weekend. Plans are being made. Anticipation for another good time are starting to emerge. A targeted weekend forecast feeds into these expectations.
Talk about connecting with your audience.
Don’t overlook the revenue potential, either. Sales gets a highly visible and promotable feature to sell. The nature of the segment appeals to a wide range of potential advertisers.
Here’s how the segment adds to your weathercaster’s appeal. It makes the weathercaster who relies on the “expert” dimension more “human.” People take notice of his or her interest in their daily lives. And, it further cements the weathercaster who reigns supreme in the “personality” dimension. The audience thinks, “Just like (insert name), he’s always looking out for us.”
Your audience loves weekends. Your weathercaster should, too.
