Broadcasting & Cable has a short write-up on our Lost Remote panel session yesterday with the headline, “Tear up your website.” Well, it didn’t seem like we were so rebellious at the time, but we didn’t pull any punches. Our major points:
1. The web is not TV, so stopping treating it like TV. Put smart web people in charge of your websites and online strategies.
2. Expand beyond news, weather and traffic to local information niches with new sites and new brands. Do it fast before the pure plays beat you to it.
3. Start producing original video that’s tailored to the web. Repurposing video from TV is only the first of many steps.
4. Aggregate, don’t just produce content. Reach out to bloggers in your market, aggregate them and empower them.
5. Launch small. Expand it if it’s successful, and pull it down if it’s not working. Don’t fear failure. Foster experimentation.
We’ll be posting some examples from the presentation over the next several days.