Spotlight Feature: Newsrooms working with less, Expecting more

By Frank Macek

Over the weekend, I had a chance to read an excellent article by Hillary Atkin in NewsPro Magazine that takes a look at the current state of television news and how we got to this point. I thought I'd share some of my comments on the general points made by Ms. Atkin.

The bottom line is cutbacks by television stations are having an enormous impact on the overall quality of television news, including here in Cleveland. All our stations locally have been hurt financially in 2009. However, we doubt that few, if any, local station managers would admit their product isn't what it used to be because of staff reductions. They would probably argue its been multi-faceted.

One of the biggest reasons for cutbacks is diminishing profit. Since the great economic downturn that started in late 2007 and 2008, stations have been under extreme pressure financially. Advertisers aren't spending as much money and local television stations are now competing for ratings and revenue from cable, satellite and the internet (including mobile) - in ways we have never seen before.

The owners initial reaction was to cut back, and cut back fast. Then figure it out later. And many broadcast companies did just that.

The first folks in television to go have been high priced talent. Those who were at the top tier were jettisoned early on through non-renewed contracts or buy outs. In many cases, these people were some of the most experienced and most seasoned professionals in the business. Their knowledge and ideas were assets to newsrooms, particularly during times of crisis. Now, stations are relying more on younger and less experienced people to help re-invent the product. We fear the next time there is a major regional disaster and how well we will be able to cover it.

The recent California wildfires was one example Ms. Atkin used after the Los Angeles stations were highly criticized for lack of coverage - mainly because it was on the weekend when newsrooms are barely staffed.

Also, local stations are replacing higher priced syndicated programming (which costs a lot of money also) with an increase in daily news programming. Stations are actually doing MORE news, not less in their economic climate. The increased news does not cost stations more, it actually saves money going to syndicators with the same staff and resources.

No one where has this more apparent than with Fox affiliate stations. This fall, many stations added an extra hour of news from 9 a.m. to 10 a.m. to replace the cancelled "Mike and Juliet Show." That included WJW who feels more news is a cheaper option than paying for another syndicated show. They are right.

Regardless of how much news a station does, all news departments are expected to do more with less. This includes providing fresh content not only to your television screen, but to the web and through social media - like Facebook, Twitter and YouTube. WKYC has been highly involved in this area for well over a year now as we reach untapped audiences.

Also, talent are now anchoring multiple newscasts. Producers are expected to spend more time working on the web before and after their newscasts. Reporters are becoming one man bands of photojournalists, editors and reporters or "MMJ - Multi Media Journalists". And control room staffs are being nibbled toward automation where crew of 5 or 6 are whittled to one or two.

Those who will survive in this new media environment are the ones who can do it all, don't mind long hours and accept lower pay than folks they've replaced. Television ownership knows they have the upper hand, as more people are looking for fewer available jobs. This allows stations to choose those who best fit their future needs.

Your blogger has found it very hard to encourage those in college wanting to work in television. In today's environment, the committment one must have is deep and very personal. The satisfacation one gets working in television or broadcasting must come from within and benefit you as much as it does the company.

Journalism is far from dead. But the new opportunities are going to created by entrepeneurs who can use new technology as their new platform rather than the newspaper, or television station or radio talk show. The power of the internet is waiting to be tapped.

Those opportunities are there. The true challenge is figuring them out.

Spotlight Feature: Dealing With Multiple, Breaking News Stories

by Frank Macek

In the 15 years I have been working at WKYC, Thursday had to be the one day where more breaking stories happened at once than I had ever seen. On September 11th, 2001, for example, we all focused on one big event. But, what happened on Thursday can quickly become a news staff's worst nightmare.

Earlier in the day, we had the confirmation the Cavs acquired Shaquille O'Neal and a new day was beginning in Cleveland. This was a huge story in itself. Besides Lebron, Shaq is the biggest player to come to the Cavs in recent years.

Cuyahoga County Commissioner Jimmy Dimora unloaded both barrels on his Republican critics, denying any wrongdoing and getting a lot off his chest.

We heard the bad news Farrah Fawcett lost her battle with cancer.

Severe weather was breaking out across northeast Ohio. The first round of storms brought several thunderstorms warnings. The second round looked even more threatening as it headed across the lake and began to intensify just in time for the start of the 6 pm newscast.

Then we heard the shocking news that Michael Jackson was being rushed to the hospital. We wondered if this was just another chapter in the entertainer's saga or if something bigger was at hand.

Soon, we found out as online and news sources began to confirm the worst: Michael Jackson was dead at age 50.

Five big stories...the last two were late breaking...what do you lead with?

That was the question our news team and other stations in the city had to face. Which was more important? On any other day, they all could lead the newscast.

But since local stations usually give precedence to a local story lead first, it was logical that we would acknowledge the Shaq deal, then get right to weather. Storms were potentially the most life threatening to our viewers. We were still waiting for official confirmation of Jackson's death.

That was the decision.

Following weather, it was to the Michael Jackson story, the full Shaq deal, and Dimora. Farah Fawcett would wind up further down the rundown.

These types of decisions are what the producers and news management face every day. They are decisions that must be made almost instinctively.

However, Thursday was an exceptional day. How would you have handled the day? I think our team played it just right.

Spotlight Feature: The Coming of LNP

By Frank Macek

In today's tough economic environment, local newsrooms have to be smarter, more efficient and budget conscious while still gathering the same amount of content that is needed to fill hours each day on their newscasts.

But does it make sense still to have 4 local stations in the market cover the exact same general news of the day when a pool could do the same job? The answer is absolutely NOT.

Welcome to the concept of LNP or Local News Pool (or Service) - a locally developed pool system to cover the basic local news of the day - the fires, the shootings, the KFC robberies. Why send 4 reporters and 4 cameras from 4 different stations to cover the same event. In the current structure, when the story airs now, the most you'll notice is different cameras angles or sounds bites.. but does anyone care at home? That is the big question.

NBC and FOX owned and operated stations have been quietly working together to see just how fruitful sharing resources can be, without losing their own station identities, franchises or competitiveness.

In Philadelphia according to Television Week, both group operators have created an LNP which has its own set of assignment editors, reporters and shooters, selected from each station who are assigned to cover the basic news of the day. This is their job.

This pool feed is then shared between participating stations or sold to other news outlets in the market, crossing the medium to include newspaper and radio who are finding more uses for on-line video from their own websites, but can't afford their own video staff.

Stations can still pick and choose what they wish to use in their newscasts and how. Other journalists and beat reporters are freed up to work on more in depth projects where the ultimate goal is a broader depth of coverage than ever before.

Executives say this isn't so much about saving money, as it is to bringing more news and better coverage to the audience on a local level.

For years, local stations have used the same feeds from CNN or AP that act as a pool for national and international event that a local station could never cover themselves because of the cost. This same footage airs on every station...just edited differently or placed in positions in the rundown.

Now, broadcasters are understanding how that same concept can be applied to the local level as well.

I truly feel this will be next move for local stations as we head into 2009.

Cleveland is one market where such enterprising of ideas is likely to take shape, sooner than later - and by necessity. With all local stations hurting financially thanks to a lose of advertising revenue from car makers, you are going to see more cooperation between rivals in certain areas you would never have dreamed of seeing until now.

While newsrooms won't merge completely and it's highly unlikely stations will fold given they serve the public interest, the dynamics of news gathering are going to change dramatically.

Something to watch as head into 2009.

Disclaimer: The opinions expressed in this spotlight feature are my own and do not necessarily reflect those of WKYC or Gannett.

Spotlight Feature: Are These Ads Too Much?

Special to the Director's Cut
By Kristine Frazao

Using sex to sell is not exactly a new advertising tool but when it's in the middle of the shopping mall, some shoppers say retailers are taking it too far.

Outside Fredricks of Hollywood at Horton Plaza in San Diego, California, there is a sign that's making some shoppers blush. On the windows of Victoria's secret - a similar sight, though some say it's not so bad.

SDSU Marketing Professor Mickey Belch says over the last few years, the FCC has loosened their standards when it comes to advertising on television and the trend is trickling down.

"For the longest time you couldn't even show a woman in a bra in advertising," said SDSU marketing professor Mickey Belch. "You could show the bra, you could show a woman with a sweater on with the bra over top. You couldn't show a bra."

Even though these stores specialize in bras and underwear, some asking if it's just the underwear they're selling?

"It's inappropriate," said shopper Martha Protzman. "They can put it inside the store and not out where all the children are walking by."

And then there are those who say the ad is offensive yes - but for a different reason. "I'm just upset that my butt doesn't look like that," said shopper Jennifer Courson.

Westfield Shopping town owns Horton Plaza. Their spokesperson Steve Fluhr released this statement about controversial ads outside tenant stories in their mall. "It's up to each store how they use their advertising space. Both of the stores mentioned are lingerie shops and they are advertising for the goods they sell. As long as what is being advertised is not illegal, the mall does not involve itself."

Spotlight Feature: So Long Akron Canton News

By Frank Macek

This first part of the year has been a difficult one for several reasons...the economy is connected to every single one of them. A tough advertising reality is forcing change that has not been easy to deal with.

While the specifics are important only to those affected, I must say that losing colleagues and friends is especially difficult. As you know, this week marks the end of journey for WKYC's Akron Canton News News that has been a tough go from the start.

First, the news lost its "over the air" broadcast home on WVPX/Channel 23. It was Paxson Communications' shortsightedness that ended the partnership between Pax and Gannett, effectively killing the Akron News before it really had a chance to get off the ground. Fortunately, Bud Paxson and his gang were forced out, as the struggling network was rebranded ION and continues to fight for its life. Specifically, it gives us some peace of mind that Bud Paxson failed in his own mission.

However, ION would have been smart to consider a deal with WKYC to continue the newscast which would not have only benefited the Akron area, but their station with plenty more viewers sampling their station. It was not meant to be.

Then, Time Warner came along like a knight in shining armor and saved the day - or did they just bandage the carcass and hope it would come back to life.

At first, we were encouraged that TWC was out to make the cable deal work. But after numerous channel shufflings to accommodate the Indians new network, SportsTime Ohio - the show was surrounded by public access and could not find a permanent home except between the community calendar and the blackness of empty tv space. It didn't work. It couldn't work.

Finally, after Channel 3 threatened to end the show because of bad advertising sales, TWC ramped up their efforts with a new sales staff. There was a big gathering of community leaders from both Akron and Canton who were committed to saving the show. We thought we were back on track, but the little engine that could, would find no more steam.

Now this week, the final curtain falls...and the show officially comes to an end. Yes, people were laid off and there is little chance of someone reviving the broadcast. But, we say a simple thank you to Eric Mansfield, Executive Producer Chris Hyser and all the talented men and women who believed in their city right up to the very end.

Rest in Peace, ACN.

Disclaimer: The comments are my own and do not necessarily reflect those of WKYC or Gannett Broadcasting.Please post your comments below or email me: fmacek@wkyc.com

Spotlight Feature: Ellen gets ready to say goodbye to NBC, Hello to Warner Brothers

by Frank Macek

For fans of "The Ellen DeGeneres Show," you are about to see history in the making as the show gets set to tape its final week at the historic Studio 11 from NBC Studios in Burbank, California, which are being sold by NBC Universal as part of a previously announced deal.

Starting this fall, the show will begin filming in high definition from new Stage 1 at Warner Brothers Studios in Burbank, California, featuring 32,000 square feet of studio space that will encompass three stages areas. This location will also give Ellen easier access to talent who are working on the WB's large campus.

According to a statement from her office, Ellen says "When they asked me if I wanted to move to Warner Bros., I was so excited. And it's not just because they film tons of movies and shows there, or because George Clooney has an office next to ours, or that there's a Starbucks...That's all great, but the main thing is I get my own golf cart! Finally!"

Another enticing feature of the new facility will be an all digital, tape less environment. Not only will the footage be shot digitally, but the entire editing and archival process will be the same. This will help with faster editing and easier access to material by all producers working on the broadcast.

The main control room will be connected via fiber optic cable to most other areas of the Warner Brothers lots allowing Ellen to move around the entire area to shoot different segments of her show at will.

This will also be the first time that the studios, control room facilities and dressing rooms will all be centrally located for all to use. Plus, the audience seating capacity will also increase nearly 50% giving even more viewers an opportunity to participate in the live taping.

"The Ellen DeGeneres Show" has been renewed through the 2010-2011 season.

Spotlight Feature: Finding a TV Job - Part II: How to get a job

by Frank Macek

In part one of our feature, we discussed the state of television for those of you who may be interested in getting a job in the business. We had tremendous response to our article and received numerous emails from those who read the Director's Cut blog.

The second half of this "Spotlight Feature" will focus on how to impress those who do the hiring whether it be working for the news or engineering departments which employee the vast majority of our staff. There are also plenty of opportunities on the sales side as well.

For this article, we'll focus on what I'm most familiar with - and that's daily news operations.

Jobs in the news department include producers, associate producers, assignment editors, reporters, editors, photojournalists, web producers and managers including News Director, Assistant News Director, Managing Editor and Executive Producers.

Reporters have the most difficult time in getting jobs because these jobs have unique and very competitive requirements: talent, good looks - and more good looks. Plus, they must be capable of solid storytelling and writing for multi-platforms including on-air, web and mobile TV.

The criticism about those with good looks having no talent do arise from time to time, but is good fodder for another time.

The other news department positions have their own special skill levels and requirements and some of are becoming interchangeable as the business evolves including backpack journalists who shoot, edit and track their own work for air.

How do you get your work noticed among the stacks of resumes and phone calls the station gets on an almost daily basis for any of these positions?

I asked WKYC News Director Rita Andolsen what she looks for in potential hires. "This is a very competitive business, so it's important that you get the attention of a prospective employer. A short, succinct, well written and sincere cover letter works best. Briefly state what makes you different and what makes you stand out from the rest. I am big on work ethic and experience. Tell me that you paid your way through college while maintaining a great point average. Outline your intern experience. Tell me what you bring to the station," says Andolsen.

"If you are still in school, work on your writing and the skills that will make you versatile. Web is huge and the more knowledge you have of current and emerging technology, the better. Internships are critical Think about what you can do during your internship that gives you something tangible when it is completed. If you’re just out of school, all you have is your body of work completed in school and your internship."

Meantime, engineering positions are those that deal with the behind the scenes functions of a television station including robotic cameras, master control, satellite & live feed acquisition, tape ingest, technical director and audio engineer - among others. These people do great work that you see, but rarely see them on the air.

For those of you interested in this part of the business, I asked WKYC Director of Engineering Mike Szabo the same question. Mike tells us, "I don't know that there is anything specific that I would look for in an individual. I will say however, that I think honesty is important. Don't try to bluff your way in the door by trying to come off like you know everything there is to know. You can generally see through someone who is trying to impress you about how much they know about the business. If you are not familiar with something let the person know and state that you are willing learn. As you know, being able to learn and expand into new areas is important in this business today. Once you give up the willingness to learn the business will pass you by."

So to conclude, it's a very tough business to work in. But having the right attitude, networking and being persistent are your best bets to be successful.

I welcome your feedback about the article or if you care to share your stories about how you got in the door. You can always email me directly: fmacek@wkyc.com


To read Part I of our feature: CLICK HERE

Disclaimer: The thoughts in this article are mine and do not necessarily reflect those of WKYC or Gannett.

Spotlight Feature: Finding a TV Job - Part I: The State of TV

by Frank Macek

About a week ago, I had the opportunity to talk with a blog reader who wanted to be find a job in TV. This individual worked in radio, like myself, and thought making the transition to television would be interesting - inspired, in part, by what he hears from reading our Director's Cut Blog.

I also find myself talking to students from Kent State University and Cleveland State University who are in the building as part of their studies to learn from us.

I've wanted to do an article on my thoughts about this and think the time is appropriate, with a little thought.

While I don't discourage anyone from getting into this business, I do offer some caution to those who wish to work in this field. Television is evolving and becoming more and more difficult to survive in.

I first saw this trend about 12 years ago when the FCC issued the Telecommunications Act of 1996. This single act was the death sentence for radio. Shortly afterwards, major corporations like Clear Channel, AMFM, Radio One, Educational Foundation and plenty more began to gobble up every station they could find - and thus the Clear Channel monster was born. Fortunately, Clear Channel might not survive.

Television on the other hand didn't find itself in that position back then. I think the huge cost of stations prohibited massive consolidation. Today, there are some large broadcast companies, like Gannett (WKYC's parent company) but these companies are limited to ownership caps that this and other TV companies have been fighting for years. Recently, some legislation allowed cross ownership between TV and newspapers in some markets under the right conditions.

We haven't seen much change so far other than the Tribune deal with Sam Zell.

The bigger threat for TV has been the internet. You have heard me say time and time again that TV must evolve to compete with the web and co-exist with it. While broadcast TV won't go away anytime soon, the dynamics are changing in today's newsrooms.

Basically, think WEB first. It's where the growth potential is - and where the big advertising will wind up. Advertisers are no longer spending freely on broadcast TV like that have in the past.

What does this mean for people wishing to get into the business now? You must be flexible, versatile and web knowledgeable. Journalism programs like Kent State's drive home the point that producers will write for multi-platforms, each requiring a specific set of skills and talents. Directors will switch, direct and work on the web...as well others in each department.

And don't expect to get rich working in the business anymore. The high paying jobs are becoming as extinct as high paying jobs in manufacturing. They aren't being outsourced - they are being given to younger people entering the business at much lower rates of pay than their predecessors. Only talent continue to make the dream money. And even that dynamic is changing as stations tighten their money belts during tough economic times, like now.

The business is not all doom and gloom. It certainly has its perks...great people to work with, new technology to tackle, and a media that is evolving into something unknown really. No one quite knows where broadcast TV will be in 5 or 10 years.

So think carefully about the pros and cons of committing yourself to a career in TV.

In Part II of my feature, I'll share some thoughts about how to get noticed by the managers who do the hiring.

Disclaimer: The thoughts in this article are mine and do not necessarily reflect those of WKYC or Gannett.