Local Television Stations

Local Television Stations

Frank N. Magid Associates has a long history of thought leadership in the local television industry. Frank Magid developed the concept of early morning local newscasts and created the “Action News” concept for local newscasts, which combined “hard” news with non-traditional features including health, consumer advice and other subjects of interest to viewers. As the local television business model has evolved, Magid continues to work extensively with local stations to understand how to leverage their unique value propositions, brand equity and the needs of the local market to enhance their products and services, and to align their products with the changing expectations and behaviors towards news consumption. In addition, Magid helps local stations capitalize on emerging media technologies including online video, social media, and mobile applications to optimize content distribution and audience engagement. These engagements help local stations remain relevant, valuable and profitable amidst an increasingly challenging competitive landscape.

Case Study

Applying Magid's Television Station Expertise and a Market, Station, and Audience Analysis to Improve Station Products and Revenues

Leveraging Frank N. Magid Associates’ 50+ years of expertise in the local media space, a local television station partnered with Magid to understand how to differentiate and enhance its products to take advantage of product strengths and the vulnerabilities of its key competitors. Magid implemented an intense consulting process including a market analysis of ratings and competitor content across platforms, and an in-depth station analysis of product strengths, weaknesses, and vulnerabilities. The comprehensive external and internal analysis was complemented by primary research to assess market audience ideals, identify brand attributes and opportunities, and identify potential breakout strategies to move the audience measurement needle. Based on the analyses and research findings, and through a lens of its local station expertise, Magid provided recommendations to improve current products and develop new products that took advantage of market opportunities, station strengths, and viewer needs. Magid provided consulting support and progress assessment to drive change, and continues to make consultation visits to the station to ensure tangible progress and ROI.