Nine News has just added a new nightly bulletin offering with the launch of its first iPad application targeting consumers who browse news on tablets later in the night.This a is a big shift for a News TV broadcaster to deliver their News specifically for a digital audience. It definitely displays a lever of understanding of their customer when they look to deliver their product on what could be described as a competing platform. Commercially Channel Nine need to sell media space and delivering the News on alternate platforms could/will dilutes current offering when you reduce the viewership.
The app will feature a special bulletin that will become available on the app at 8.15 pm. It will allow users to become more involved in the news process with the ability to send photos, videos and news tips directly to Nine’s newsroom.
The app, which is already available on the iPhone, is Nine’s first for the iPad and the seventh to be launched by ninemsn. Hal Crawford, ninemsn’s head of news, said: "Nine Newsbreak on iPhone has been downloaded more than 300,000 times and shows people have an appetite for video news, wherever they are. Our research tells us tablet users want more video, and they are tending to watch it later at night - this iPad application and evening news bulletin are a good fit to that trend." (B&T, October 10, 2011)
“Tablet usage ramps up around 7pm and peaks at 8pm. It then spikes again at 10pm, which we can assume is people checking the news headlines last thing at night or when they go to bed." According to Nielsen 11% ofonline Australians have watched TV or movies on a tablet device. Mark Calvert, Nine’s director of news and current affairs, added: “Second screens are a game-changer. We believe we can grow our overall audience through this, reaching additional viewers who might not catch our scheduled TV bulletins. The massive uptake for our iPhone app has shown us the way. Now the iPad takes our news and current affairs offering on to a whole new level.” (B&T, October 10, 2011)
When will broadcast News be more popular via the web than via the FTA channels? Will the current Generation Z or the Net Generation be the driver for web driven content as the Gen X'ers and Y's slowly get on board? How do you want your news delivered? By the paper boy? Does the next generation paper boy just throw a USB stick or memory card at your front door which you simply download on the way to work ?
Throw a USB stick to the door! Awesome!
ReplyDeleteThis was a very interesting read Mike. I don't watch nine news, more of a sky news person, but have to say, online news is awesome, however reading rather than watching for me. When watching news, I prefer the old school TV method. This is however not to say I won't download such an app for if I have real desire to watch the news and not able to chill on the couch, because I probably will. The numbers here show a really big move towards this, and I wouldn't say necessarily because they prefer watching news on their devices, probably for the same reasons as why I'd download it, for if I've missed something I consider important.
Ross