For
years now it seems, industry conversation has been dominated by
generally dark predictions about the impact the emerging Web would
have on broadcasting. And almost all the broadcast-driven "solutions"
have revolved around how we do things like make better Web sites
and deliver content there.
About the best we could do on-air was read a few emails and comment about them. Or improvise with sophisticated high-tech toys like CNN’s interactive election board — toys far out of reach for most local broadcasters.
When Hurricane Gustav targeted New Orleans on a Saturday night, Rick Sanchez and his Atlanta-based production team at CNN were challenged to cover the storm without the high-tech wizardry now on regular display when the network originates programs in New York. Their ingenious and decidedly low-tech solution was to log in to the social networks, park a telestrator at the anchor desk, and then turn Sanchez and a studio cameraman loose on it all.
Operating in a space no bigger than the desk contained in many local robotic systems, the team made great television and rendered important service. And demonstrated the kinds of awareness and skill that anchors of the future will need to stay relevant and compelling.
Some things to note:
There is really nothing special about the technical requirements. This was about performance — pure and simple. The desk was used like a cockpit and the anchor hardly moved from his chair. Good news as robotics and other efficiencies limit mobility in local newsrooms.
The anchor is clearly at home with the on-line social networks. If you don’t have Facebook, MySpace and Twitter accounts of your own, get them and learn how to use them not just comfortably but enthusiastically. And know that these are not just a younger generation’s playthings. I hurriedly created my own Facebook account one night in order to view a link I had been sent. Within 24 hours I was receiving notes from fifty-plusers like me from almost every phase of my life — high school, college, graduate school, and professional colleagues.
Spontaneity and urgency are as important as ever. As always, it’s not just what you do, but the spirit with which you do it. As an anchor, Sanchez can be a polarizing figure. But his way of making the conversation feel important has almost always served to increase the numbers of people watching his programs. If you’re an anchor, that’s worth note.
Direct conversation rules the day. This is not about polish and perfection, but about connecting by talking to viewers as informally as they communicate with each other on the social networks.
So things come full circle in a way — social networkers tune in to “see” themselves on television the way that people always have. This is great news if you make your living anchoring or reporting television news, because what works here is bringing the networkers to the newscast, instead looking for some way to put the newscast on the network. Very cool.
As
always, let us know what you think. In difficult and confusing
times like these, when more and more people turn to help them
make sense of things, your ability to communicate powerfully and
authentically is more important than ever.
We'd love to hear what is working for you! If
you have additional questions or thoughts, please contact
us.
Be sure to ask us about TCC's Desktop Coach,
the industry's first online talent development system for News
Directors. Call Jonathan Knopf at 214-520-2000 for
more information.
