“If it bleeds, it leads” is an old local TV news chestnut that is as far out of touch with today’s customers as black and white video – yet across the country you keep doing it over and over. And then, you wonder why fewer people are watching local TV news, and why your newscasts are not relevant to your viewers anymore.

I have been involved in numerous research projects this year – both telephone and online studies – and one message comes through loud and clear from your customers in every part of the country – they feel safe. They also rank a “crime focus” at the bottom of their interest list. So why do so many local TV newscasts persist in their pursuit of meaningless crime stories?

Well, my observation is that many producers – and news managers – feel it is “hard news.” They are always looking to lead their newscasts with “hard news.” That is very misguided. I have been telling my clients for years that viewers have no interest in one-on-one crime but they continue to lead newscasts with it – and then wonder why their newscasts are not relevant to viewers. Let me say it again – Viewers simply do not care if one unknown person stabs, shoots or kills another unknown person. It does not affect their lives. It is not “hard news” to your customers.

Now, there are times, of course, when crime news is very relevant to viewers. If their is a rapist on the loose in one part of town – that affects a lot of people wondering if they could become a victim. Put it in perspective, use a map, and let them know what to be on the lookout for. A crime that viewers can identify with can be relevant to your viewers. A few weeks ago in Dallas, a mother of two was simply enjoying the sun, sitting on a bench in a park, when a mentally unstable person stabbed her in the back, severing her spinal cord. She is now paralyzed. That is a sad story that captures an emotion – anger – in your viewers.

But the message here is simply this – a daily dose of one-on-one crime, perp walks and other mayhem leading your newscast is a turnoff to your viewers. Their concerns these days are economic issues, politicians wasting their tax dollars, and someplace to take the kids this weekend.

The other problem is that producers string these crime stories together – one after another – because they feel similar content needs to be lumped together. That results in newscasts with 5-to-6 perp walks and guys in court in orange suits droning by – becoming a blur of irrelevant content. The next move by viewers is “click!”

So – knock it off already unless you want viewers to continue to watch less and less of your local TV newscasts.

Jim

This entry was posted on Sunday, April 4th, 2010 at 6:44 am and is filed under Willi. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.