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Indiantelevision.com’s Media, Advertising, Marketing Watch
30% online consumers turn to cable TV websites for news: JupiterResearch
Indiantelevision.com Team
(21 December 2005 8:00 pm)
MUMBAI: Cable television and portal websites are well-positioned to dominate the online news market. A study done by JupiterResearch revealed that while most online consumers still get their national and international news from television, 30 per cent of online consumers turn to cable TV news sites for their national and international news versus 29 per cent for print newspapers.
JupiterResearch’s report titled “The Future of News,” discusses this issue, as well as who the major players will be and what news organisations must do to succeed within the changing media landscape.
News websites will need to make some key changes over the next one to two years in order to remain competitive. Among these changes are to embrace the “grammar of connectedness”, the features that link web publishers to each other and to their readers more closely, such as syndication, aggregation, outside-the-site linking and feedback.
“Web news organisations must think of their fundamental product as the story, and not the site. A website is not experienced as a coherent product, but rather as individual pages, each of which serves as an entry point. Also, far too few web news publishers have adopted the emerging “grammar of connectedness” that will drive growth on the web in the next five years,” said ,” said JupiterResearch analyst Barry Parr.
The popularity of web content over offline newspapers means newspapers must adapt to meet the needs of their changing audiences. Newspapers are advised to look to the web not just to retain their older, offline user base, but to attract a younger – and in many cases, entirely different – group of users as well. Taking a predominantly local approach is another necessity for newspapers, since television and cable TV news sites already attract the most national and international news seekers.
“It is no surprise that newspaper circulation is declining. The internet has been eating away at the time consumers spend with other media. And now it is actually dictating an entirely new set of news habits and expectations,” said JupiterResearch senior vice president of research David Schatsky.
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