How Viewers Changed News

Last month we said goodbye to Rupert Murdoch’s TalkTV venture, which finally cut its losses and moved to become an online-only offering. Its brand of brash, opinionated “shock jock” news and comment emulating the US Fox News network could not seem to make a meaningful dent in the right-wing media space. Despite revamps and line-up changes, the channel has effectively failed, with its viewing figures regularly dwarfed by main competitor GB News.

But is the traditional battle for television ratings a thing of the past? UK TV ratings body Barb calculates an average of how many people sit through a whole programme, while reportedly for YouTube if someone watches a video for 30 seconds the view is registered. Tellingly, TalkTV’s biggest name, Piers Morgan, has moved his daily Uncensored show to its own YouTube channel citing fixed TV schedules “an increasingly unnecessary straitjacket”.

Viewing habits are clearly changing; as broadcasters promote their shows and presenters on social media, one could be forgiven for thinking it’s now a battle for viral clips and ‘gotchas’ rather than reasoned debate and nuance. What is clear, however, is that in a 24-hour world of image-led news and content where spectacle may trump substance, the story is nevertheless still king. And for those of us working in news, this basic principle should be well remembered. Just think of the column inches devoted to Jackie Weaver’s 2021 Handforth parish council zoom meeting, or more recently the snatched video of the Princess of Wales at a farm shop in Windsor.

Journalists want stories, and they want those stories followed up by other outlets – the greatest validation of a good scoop. While traditionally this would mean scouring the following days’ papers to see who has credited your work and how prominently it’s been featured, with more and more publications digital first, the viral imperative is now key.

There still remains a certain gravitas and credibility to the printed word – not least because it is inherently less ephemeral. And while publications would want to reject the idea of a two-tier newsroom, the reality, historically, has been exactly that. This is clearly changing, however. With the biggest names in journalism embracing social media as their outlet of choice, traditional publications know that they too need to evolve to engage new audiences and maintain relevance. Whether through video, podcasts, newsletters, or bundled content, publishers recognise that with a backdrop of growing print costs, the battle for visibility among younger audiences is increasingly in the digital space.

For communications organisations this an opportunity, too. Traditional print and broadcast media is the backbone of our work, but in today’s multifaceted news environment incorporating the power of storytelling and campaigning on digital platforms is essential if we are to serve our clients most effectively.

Lexington’s award-winning integrated approach to communications means that from media training to reputation management, corporate campaigns to crisis and risk, we provide effective strategies and maximum impact for companies and individuals. 

For more information contact ben.moore-bridger@lexcomm.co.uk