"Traditional Media 2.0" Still Doesn't Add Up


The traditional media industry is taking a Web 2.0-style step as it attempts to maintain relevancy in the changing information era.

NBC is rolling out a "link out" policy with its owned affiliate stations starting today, The New York Times reports. Starting with Chicago station WMAQ, the network will attempt to recreate its local Web sites as "city guides," with ample links to third-party sites. A beta version, The Times says, featured links to local papers as well as USA Today and TMZ -- and, perhaps most notably, there's no difference in branding between the internally created and externally created content. As an executive explained to The Times:

"If we can provide them great content, that's wonderful. If it comes from somebody else, that's fine, too."

The impression you don't see is that within the same company, producers -- who are responsible for shaping a newscast, writing its content, and conceptualizing all of its graphics and visual elements, among other things -- are also about to start having to edit video for their shows as well. (That's something that one or two dedicated and trained video editors used to do.) Many of them are also now finding themselves overseeing two newscasts rather than one, as positions are being eliminated. Oh yeah, and those are the same people bringing you those "24/7 information updates" online at the same time, too. And that's just one example.