Reaching a Moving Target: How Local TV Stations are Using Digital Tools to Connect With Generation C. Issue 3 (1st October 2016)

• Record Type: Journal Article
• Authors: Ferguson, Douglas A.; Greer, Clark F.
• Is Part Of: JMM. Volume 18:Issue 3/4(2016)
• Page Start: 141
• Page End: 161
• Publication Date: 2016-10-01
• Subjects: Mass media -- Management -- Periodicals; 302.23068
• DOI: 10.1080/14241277.2016.1245191
• Languages: English
• ISSNs: 1424-1277

Abstract

ABSTRACT: Local television in the United States is experiencing dramatic changes due to shifts in viewership and digital technologies. This study examined the extent to which a sample of local television stations in the United States are meeting the demands and needs of Generation C/Millennials through the use of social media, mobile technology, and other online communication tools. The major finding of this study was that television stations have a growing repertoire of social media and other connectivity tools with which to engage their viewers, but that stations in larger markets are making fuller use of interactive technologies.