The rate of people dropping cable TV has increased since last year. Now, with the 2020 elections coming, the record-setting windfall to local TV stations may mean a looming crisis for broadcasters.
However, progressive broadcasting outlets will identify the opportunity and use some of that election cash to go digital first this year. Additionally, broadcasters also have the chance to gain some percentage of the local market share being left by newspaper companies.
As an example, broadcasters can look to how NPR affiliate KPCC in Los Angeles went digital first with its revival of LAist.
Developing a digital audience beyond the traditional means requires text-based reporting, more attention to authentic audience engagement and commercial TV and radio digital subscription. While there is a strong tradition of investigative reporting by broadcasters, that transition will require breaking exclusive news on more routine matters.
