Nexstar, Scripps and Sinclair, which have extensive reach across the U.S., are readying efforts to peel off enough viewers to become viable alternatives to national sources.
Each of these efforts is trying to fill a white space that its corporate owners believe isn’t being served by existing TV news outlets. At the same time, national scale via TV and streaming can provide new ad opportunities, particularly in non-election years, which have long been a problem in local TV’s boom-and-bust ad cycle.
The three efforts are taking three distinctive approaches. NewsNation is ultimately a national cable news channel, a direct competitor to the likes of CNN and Fox News. The National Desk is a pair of individual newscasts, airing free on some of Sinclair’s stations and streaming on its app. Newsy is a full 24-hour news outlet that will be available over the air in most markets and streaming everywhere else. “It’s free. It’s free over the air, and it’s free over the top, and it’s free on Newsy.
These news efforts also serve another purpose: They give these local TV companies a foothold in the national ad market, a presence that can be bundled into deals in an election year and hopefully contribute to the bottom line even in an off year . “We’re getting the same cost-per-point in the scatter market as CNN, and I thought that would take years to achieve,” Nexstar CEO Perry Sook said of NewsNation on Aug.
In the case of NewsNation and Newsy, Nexstar and Scripps are hoping that trusted, familiar faces will help bring viewers in the door and keep them tuned in. In addition to Abrams, NewsNation has brought on former CNN and MSNBC anchor Ashleigh Banfield and former Fox News correspondent and anchor Leland Vittert to host programs for the channel.
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