Entries tagged with “mainstream media” from Tools of Change for Publishing
Tricky Relationship Between Mainstream Media and Citizen Journalism
Mac Slocum
October 7, 2008
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Citizen journalism took a beating last week when a post on CNN's iReport incorrectly reported that Steve Jobs had suffered a heart attack. (The post has been removed, but Google still has a cached version.)
Over at BuzzMachine, Jeff Jarvis pushes through the ensuing cit-j firestorm and redirects the conversation:
It may be a mistake for news organizations to keep begging people to send them stuff. That's the way they think -- centralized, controlling, exclusive. But the better structure may be for journalists to curate the best of what is out on the web. Rather than playing wack-a-mole on the occasional mistake/rumor/lie sent it, editors would better serve if they found the best content anywhere, not just among that which was sent to them.
The core issue here isn't whether citizen journalism works; it's whether it works in association with mainstream media (MSM). CNN goes out of its way to explain its connection to iReport -- with an exclamation point -- but rational explanations can't disentangle CNN's name from iReport's posts. The association is implied.
This is why Jarvis' suggestion makes sense. If MSM editors aggregate and filter posts from across the Web -- including third-party citizen journalism hubs -- there'll be no need for carefully-worded explanations of association. The New York Times is already employing a similar strategy in its technology section, and the Washington Post is aggregating political news/commentary in its Political Browser.
The Rise of Freelancers
Mac Slocum
September 10, 2008
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Multi-skilled journalists who can handle the rigors of freelancing may soon be in high demand as mainstream media adapts to new forms of information consumption. Former BBC reporter Angela Saini discusses her jump into the freelancing fray:
I was trained by ITN and BBC News to produce, film and edit as a lone-working video and audio reporter. Although I'm one of the first generation of journalists who are multi-skilled in this way, in the long-run it is likely to be the way most of us work. And if we want to have the biggest possible impact on the world, then we need to make the most of all the different kinds of platforms, from the Internet, to emerging digital channels.
Content Owners and Consumers Need Digital Quid Pro Quo
Mac Slocum
May 28, 2008
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Recent comments from Jeff Gaspin, president and chief operating officer of NBC Universal Television Group, illustrate the one-step-forward / one-step-back mindset plaguing mainstream media organizations.
First, the step forward:
On-demand viewing is a key component of the increase in viewers, Gaspin asserted. "I believe the ability for consumers to sample content elsewhere, whether it's VOD [video on demand], DVD or [online] streaming, helps build a new fan base. So when hit shows come back, I believe more people come back than in prior seasons. That has all contributed to growth in cable."
Using VOD and other technologies to increase awareness and woo viewers to an established platform -- such as a TV show -- is a progressive perspective. Incorporation of VOD and online access also builds good will with consumers because it works with their usage patterns, rather them forcing them into specific programming at specific times.
But then there's the step back:
"I think it's [VOD] a smart offering for the [cable] operators and for us," Gaspin said. "But a couple of things have to happen: Fast-forward has to be disabled, we have to have dynamic ad insertion, and we have to have legitimate measurement of the viewership."
Flexible advertising and reliable measurement tools are reasonable requests, but disabling the fast-forward button contradicts the consumer-friendly perspective in the first quote (hence, "step back"). Granted, the same article containing the Gaspin quotes also notes a VOD pilot program that disabled fast-forward and was still well received among consumers, but the overall inconsistency in these messages is what's troubling. Gaspin seems to understand the value of consumer empowerment to an extent, but the old command-and-control mindset creeps back in when it comes to the details.
That said, the success of digital efforts -- whether it's video-on-demand, online access, or distribution of free ebooks -- does require concessions from content owners and consumers. But these concessions need to be marked by consistency. If a content owner, such as NBC, wants to use VOD to drive viewers back to its primary platform, then the VOD material should have all the functionality consumers have grown to expect (i.e. keep your paws off my remote ... and my computer ... and my e-reader). But in exchange for easy access and availability, consumers shouldn't be offended by in-episode advertising, visible sponsorship branding, or requests for demographic data (with opt-out options, of course). Ultimately, a reasonable amount of quid pro quo -- defined by consistency -- allows both sides to take advantage of digital platforms.
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