Fueled by anxiety over the pandemic, racial unrest, and the January 6 Capitol riot, local news viewing skyrocketed in 2020 and early 2021 – especially among viewing groups who previously had been disinterested.
With staffers stranded at home, local news organizations reduced their dependence on production formula to get their newscasts on the air. The result was both coverage and formatting driven more by the demands of the day and less by premeditated template.
Now, the challenge for us is: “How can we help news talent anchor report in ways that will keep these “new” viewers engaged and watching, even as life returns to something more normal? How do we deliver the news in ways that will continue to earn their trust and inspire their loyalty?”
This guide is designed to help you and your on-air team answer those questions.