KOMU-TV in Columbia, Mo., is scaling back its social media-driven interactive newscast for the second time in its eight-month lifespan.
The experiment launched in its most ambitious format in September, replacing the “Oprah” show with an hour-long 4 p.m. newscast where guests and audience joined in via Google+ Hangouts, while tweets and Facebook comments flashed on the screen.
In January it shifted to a half-hour program airing at 11 a.m. with a similar social engagement focus. Now the station is retrenching as a noontime program that will sprinkle a lighter dose of social media feedback throughout a more-traditional newscast.
The central problem, Interactive Director Jen Lee Reeves told me, is that as KOMU thinks big and tries to invent a new way of building new audiences, the station’s business model still relies on traditional local advertisers who want to reach a traditional local TV audience.… Read more