In this exclusive interview with E&P Magazine, Mike Beaudet, an investigative reporter for WCVB-TV in Boston and a journalism professor at Northeastern University, shared insights about his pioneering initiative — the Reinventing Local News Project. This project, funded by the Stanton Foundation, seeks to adapt traditional broadcast journalism to the evolving media consumption habits of younger generations, particularly Gen Z.
The project's primary goal is to produce original online content to engage younger audiences effectively on broadcast stations' digital platforms. Beaudet emphasized this point, stating, "How do we reach young people where they are? Even my students who are interested in broadcasting and television, most of them aren't sitting down and watching a newscast at six o'clock or 11 o'clock. That's just not how they consume content. It's all on their phones." This disconnect between traditional broadcast methods and the digital habits of younger audiences inspired Beaudet to explore innovative ways to bridge the gap.
A significant part of the project's success lies in leveraging digital platforms to deliver content. At WCVB, for instance, Beaudet piloted a project using over-the-top (OTT) platforms to create short-form videos from longer broadcast segments, specifically targeting younger viewers. He noted that this approach yielded impressive results: "TikTok viewership jumped massively. The success of these digital initiatives underscored the importance of focusing on digital platforms and creating content specifically tailored for them.”
One of the project's key experiments involves employing fellows to work at local media companies, producing digital content. Beaudet explained, "We have four fellows working in television stations right now for this year of experimentation. Their work aims to attract audiences and explore monetization strategies, a critical aspect for the sustainability of digital journalism.”
Beaudet also addressed the common misconception that Gen Z doesn't appreciate long-form journalism. He argued that while younger audiences may favor short-form content for convenience, they engage with longer stories if the content is compelling. "When we made the stories longer, people did like them when we added context and historical footage that made the stories more interesting," he said. This finding highlights the importance of producing engaging content that can capture and retain the attention of younger viewers.
The project emphasizes authenticity and relatability in storytelling. Beaudet stressed that younger audiences value authenticity and want messengers they can relate to. "Telling stories differently, being more natural. So authentic. They want a messenger who they can relate to," he said. He also noted the importance of covering topics that resonate with younger audiences, citing an example of a story on Boston nightlife that gained significant traction online.
Beyond content production, Beaudet advocated for a flexible approach to hiring talent. He suggested looking beyond traditional journalism schools to find individuals with diverse skill sets, such as animators, who can bring fresh perspectives to news storytelling. "I think keeping an open mind ... everyone doesn't have to take the traditional path," he remarked.
The Reinventing Local News Project has garnered significant interest. "Every time we publish something, we get a lot of reaction from the industry... Whether it's reporters and producers, news directors, general managers, we've had a ton of interest in what we're doing," Beaudet shared. This enthusiasm reflects the industry's hunger for innovative solutions to the challenges posed by the digital age.
For smaller news operations with limited resources, Beaudet recommended reallocating existing staff to focus on digital content. "If you have a staff of five reporters, can you pull one of those reporters one day a week to focus specifically on digital?" he suggested. This approach allows even small organizations to experiment with digital strategies without significant additional costs.
Mike Beaudet's Reinventing Local News Project offers valuable insights and practical strategies for adapting broadcast journalism to meet the demands of a younger, digital-savvy audience. By focusing on authenticity, leveraging digital platforms and maintaining flexibility in hiring practices, news organizations can better engage with Gen Z and ensure the sustainability of quality journalism in the digital era.
 |
 |
Comments
No comments on this item Please log in to comment by clicking here