News Sync Final Paper

KOMU 8 News Sync

Caroline Hecker Ashleigh Jackson Table of Contents

Executive Summary…………………………………………………………………………………………....3

Secondary Research…………………………………………………………………………………………….4

Design………………………………………………………………………………………………………………….7

Workflow…………………………………………………………………………………………………………….6

Content……………………………………………………………………………………………………………….8

Focus Group Feedback…………………………………………………………………………………...... 10

Conclusion………………………………………………………………………………………………………….13 Executive Summary

News Sync is a second-screen experience for viewers of Columbia’s local television station, KOMU 8 News.

KOMU is teaming up with the Reynolds Journalism Institute to develop, produce, and launch News Sync to the public in May 2014. The second-screen experience is becoming increasingly popular in both entertainment television and national news. News Sync will be the first of its kind for local news.

In order to meet the goal of having News Sync ready to be publically launched in May 2014, the appropriate steps had to be taken over our five-month timespan.

In January 2014, KOMU and RJI continued to work with subcontractors Delta Systems and Watch With to complete the basic interface of News Sync. In late February, the interface was 60% completed, and by the middle of March we were able to begin building a mock show to test News Sync in focus groups.

Between January and March, our team did extensive research on other second-screen experiences used by other television stations. Our favorite example of the second-screen experience was AMC StorySync. We used it to watch episodes of The Walking Dead. It is available on AMC’s website during the broadcast of popular shows. StorySync offers features such as quizzes, extra content and polls. All of this additional content is directly related to what viewers are seeing on the screen, during the live broadcast of The Walking Dead. After honing in on this particular example, we researched Walking Dead fan feedback in addition to academic research completed on the effectiveness of having this second-screen.

After researching other examples of second-screen experience, we created a list of goals we wanted to accomplish by the end of the project. These goals are as follows: ● Successfully incorporate the web design site template created last semester into our workflow ● Create a content matrix for each 10 p.m. newscast with an equal balance of features (polls, external links, raw video etc.) as well as advertising elements ● Become fluent using Show Runner software to build the News Sync show and time the show to a live newscast ● Work with developer to make the weather widget more visible and easier to use ● Build a mock show within Show Runner, including a matrix, to test News Sync within our capstone group before showcasing it to focus groups ● Conduct a private focus group consisting of broadcast students and convergence students to get feedback on usability ● Conduct a public focus group of adults in our targeted age audience to test the usability of News Sync and provide feedback of their two-screen experience ● Find a way to incorporate the production of News Sync into the KOMU newsroom shifts of Convergence Reporting 4804. ● Train both broadcast and convergence students on Show Runner software ● Publically launch News Sync during the 10 p.m. newscasts in May 2014

Secondary Research

Our team explored the growing use of second screens in television viewing experiences to further understand cross-platform audience engagement. Furthermore, our findings include how other television programs have implemented sync applications to provide additional interactive content and information to viewers.

Who uses the second screen?

Television viewers frequently multitask throughout broadcasts and have been doing so for years. However, emerging technologies are changing how people chose to divert their attention away from the main screen. According to Nielsen’s 2012 “Cross-Platform Report,” 85 percent of smartphone and tablet users interact with their devices while watching TV.1 Those between the ages of 55 and 64 check their emails and browse web content on a tablet during a broadcast more than any other age group, while younger people are more inclined to use their cellphones.2 The same study revealed 36 percent of 35 to 54 year olds and 44 percent of 55 to 64 year olds are inclined to pull out their tablet while watching television programming.3 This information proves use of the second-screen is not limited to millennial media consumers. As far as gender

1 Winslow, George. 2012. "Broadcasters Sync Up Second-Screen Efforts." Broadcasting & Cable 142, no. 45: 20-21. Business Source Premier, EBSCOhost (accessed April 27, 2014)

2 “Nielsen: 85 Percent Of Tablet And Smartphone Owners Use Devices As “Second Screen” Monthly, 40 Percent Do So Daily,” last modified December 5, 2012, http://techcrunch.com/2012/12/05/nielsen-85- percent-of-tablet-and-smartphone-owners-use-devices-as-second-screen-monthly-40-percent-do-so-daily/

3Winslow differences are concerned, Nielsen reports over 40 percent of women use their smartphones daily during television viewing sessions, more than men, who fall under 40 percent.4 When it comes to tablets, however, men and women are more even in their usage of the device.5

Televisions Shows Sync Up App Content

While companion apps are commonly used among TV viewers, apps that provide two-way interactivity, or sync related content with real-time broadcasts, are relatively new to the second-screen landscape.

American Idol Sync, powered by Watchwith, is just one example of how television shows are attempting to engage their audiences with a two-screen experience. When the broadcast appears in real-time viewers at home can either use their laptop, tablet or smartphone to access “americanidol.com/sync.” The website provides quizzes, polls and other exclusive content that syncs up with the live show. If the show is not on-air when viewers visit the website, a message appears front and center noting the dates and times American Idol is scheduled to air. However, neither a title nor a description of the web app is provided, which may turn curious visitors away. Below is a screenshot its interface:

4 Winslow 5 Winslow Image Source: Watchwith (http://www.watchwith.com/#featured00)

CNNx Spins One-Screen Experience

CNN announced the launch of “Watch CNNx,” a product that allows viewers to have more control over their TV news consumption.6 With a username and password administered through their TV provider, viewers have access to 24 hours of televised CNN news segments along with complementary content (i.e. articles, images, comments, etc.). 7Moreover, viewers have the ability to preview or navigate back to the segments of their choice. Instead of using multiple screens to engage their audience members, CNN is converging various content types onto one screen. CNNx may very set the stage other news organizations to follow suit. Its introduction to the news market is relevant to our team’s body of work, even though News Sync targets a local audience. Watch CNNx is expected to appear on CNN.com by the end of 2014. 8

Image Source: CNN (http://cnnpressroom.blogs.cnn.com/2014/04/10/cnn-unveils-watch-cnnx/)

6 “CNN Unveils ‘Watch CNNx’,” last modified April 11, 2014, http://cnnpressroom.blogs.cnn.com/2014/04/10/cnn-unveils-watch-cnnx/ 7 “CNN Unveils ‘Watch CNNx’” 8 “CNN Unveils ‘Watch CNNx’” Design

The interface design of News Sync was originally researched and designed by the capstone group last semester. During our first meeting with Stacey Woelfel, he revealed what last semester’s group had initially designed and given to the developers. At this point, as mentioned before, it was only 60% completed.

It would take the developer until the middle of March to complete the interface, thereby making it possible for our team to begin building shows in Show Runner. We attended a training session sponsored by RJI, enabling us to work within Show Runner with efficiency. After building a couple of shows and consulting Woelfel, we came to the conclusion that the process of acquiring all of the supplemental information and building the show within Show Runner will take the producer about five hours. We project the producer will need to begin building the initial matrix rundown no later than 4 or 5 p.m. the night of the newscast.

Below is a screenshot of WatchWith/Show Runner, the software used to create the shows for News Sync. The software is fairly straight forward, although we did receive training from RJI. We are confident we could teach someone how to use the software and how to take video off of the Avid server to upload to WatchWith. The most important part of this process is making sure the times in Show Runner coincide with the times of the stories in the live broadcast. Workflow

We wanted the incorporation of News Sync into the KOMU newsroom workflow to be as simple and smooth as possible. To accomplish this, we thought training several of broadcast and convergence students how to use the software and build matrices was crucial before the public launch of News Sync. The process of building a show involves the cooperation of everyone in the newsroom in order to be successful, so the expectations of reporters will change. These new expectations will need to be gradually incorporated into the training of reporters. In order to make this possible, we created obtainable objectives for everyone in the KOMU newsroom.

● News Sync producer facilitates constant communication with reporters ● Workflow should use as much of content already being created as possible ● Workflow will be handled by one producer

Here is the workflow we have established to produce the best results:

1. Reporter pitches story idea to Tiger Chair a. Both must also consider possible ideas for News Sync 2. Reporter decides what element of their story will work best for News Sync a. Tiger Chair assigns the content to the correct person, whether it be the reporter, News Sync producer, sports producer, meteorologist or digital producer 3. Reporter goes out to work on story, being mindful of ideas for News Sync a. Collects extra video, audio or whatever is deemed necessary supplemental information for News Sync 4. News Sync producer arrives at station around 4 p.m. or 5 p.m. a. Checks in with 10 p.m. producers to begin creating matrix rundown b. Begins communicating with appropriate person and working on projects c. Looks for tweets from reporters, links to previous stories on KOMU.com, and creates polls. 5. Reporter arrives back at KOMU or sends video back to station a. Reporter and News Sync producer work together to gather usable raw interviews and video b. News Sync producer FTP’s all video from server to put into Show Runner c. Finalizes show, enters appropriate times 6. 10 p.m. show airs a. News Sync producer sits in booth with 10 p.m. producer to manage timing of application and adjust timing in cases of more pressing or breaking news

The people in the newsroom that will/may be responsible for generating content: ● News Sync Producer: creates entire show with help from following people ● Reporter: supplies News Sync producer with raw video and interviews ● Sports Producer: may supply highlights, infographics, file video ● Digital Producer: helps generate infographics, external links, tweets ● Meteorologist: supplies 5 day weathercast and radar for weather widget ● 10 p.m. PA: helps cut national video if need be ● 10 p.m. Producer: helps News Sync producer time show, generates rundown to be used in matrix

We also identified possible problems the KOMU newsroom may encounter with the incorporation of News Sync ● News Sync producer may face difficulties working with reporters who aren’t used to setting aside additional content. This may lead to having few options for the main component in the interface. ● Unless every person involved in the production of News Sync is on the same page and actively communicating and involved with the News Sync producer, there will be frustration within the newsroom and this will ultimately lead to a poor product for our audience. ○ Our solution to this problem is to begin phasing in News Sync training into the broadcast sequence classes (preferably Broadcast I & II classes), so that reporters at the Broadcast III and Advanced levels will be comfortable and used to thinking about and collecting content for News Sync. Additionally, the failure to supply the News Sync producer with adequate video will result in a lower grade. Ultimately, it will require the close supervision and enforcement from the KOMU news director and executive producers.

Content

The SIDE producer must organize News Sync content, before editing materials in Watchwith Showrunner. During the organizational process, the producer will create a News Sync Matrix in Microsoft Excel then decide what content will sync up with a particular news story at any given time. Types of content include: raw interview, raw video, info graphic, images, historic video, and documents. Content producers and providers include: SIDE producer, show producer, show PA, reporter, sports producer, manager, weathercaster, and digital producer.

Below is an example of the News Sync Matrix we completed for our first full show built after the April 7, 2014 10 p.m. newscast: Preliminary Research: Focus Group Study

We conducted two focus groups during the semester to test the usability and practicality of News Sync. The first focus group we conducted consisted of about 15 broadcast and convergence students. We wanted to also get feedback from the Convergence 4804 students about whether or not they would like to see the News Sync producer as an option in the KOMU newsroom experience, rather than taking photos with a reporter. The feedback from the focus group is as follows: ● “I wouldn’t watch the video unless there was a commercial break...it’s too distracting to watch during the newscast.”

● “I’d like to be able to scroll within the story column to see what’s coming up.” ● “I wish I could stream the video, not have it download into a new window.” ● “I couldn’t see my parents using it. I don’t think they would take the time to pull the computer out...usually they are putting it away at that time.” ● “If there’s no way to go back or pause it in real time, it makes it hard to really take advantage of all the additional information. I want to be able to pause it, and then be able to catch back up.” ● “The site doesn’t keep up with the newscast unless you’re on it...so if I’m late tuning in...am I out of luck?” ● “I really like the poll, I think it’s interactive and it’s cool to see what other people are thinking.” ● -“The overall look of it is tight but without feeling overwhelmed, it looks aesthetically pleasing.”

● “There’s no scrolling, it’s all in one place.”

This is some of the feedback from the Convergence 4804 students when asked about incorporating News Sync into the KOMU newsroom experience. ● “Definitely” something 4804 students would rather take part in than solely taking pictures. ● Want to feel a part of what KOMU is doing. ● Students seem interested in being introduced to the broadcast side, and unanimously agreed it would give the KOMU newsroom shift more purpose. A couple of students said while they’d like to see it as an option, there is still an intimidation factor that plays into their role at KOMU. Based on what they said, our group believes it will be the news director and faculty’s job to make sure the News Sync producer knows where to go, and who they need to be talking to in order to make this process successful. It will take some initiative on the News Sync producer’s behalf as well. This person will need to be comfortable approaching KOMU staff and students to get the information they need.

The second focus group we conducted consisted of people within our target audience demographic. We had four adults aged 42-63 experiment with News Sync and give us feedback on whether it is something they would try to use during a newscast and how easy/difficult the app is to navigate. Some of their responses are as follows:

● “I think the idea is neat, I’ve seen it with my kids when they watch Walking Dead. I would try it during a news show.” ● “There is a lot of good supplemental information, but I’m used to just watching the television, so I don’t know if I would use it.” ● “I like this poll, it’s nice to see what people are thinking.” ● “I enjoy reading about the stories in the link section, but I feel like I’m tuning the newscast out.”

Review of Findings Overall, of the four participants, two said they would use News Sync during an actual newscast to see how they like it; one has an iPad, the other a laptop. However, the other two participants said they would rather just watch on TV, but would resort to it after the show if they had a question or wanted more information on a particular story. This feedback helped facilitate the idea of a solution to this problem. We would like to keep News Sync up online for a period of time after the 10 p.m. show ends so that people can use it as a reference point or as a replacement for missing the actual newscast. One of the participants said he would use News Sync after the newscast to find additional information on a story he saw on the newscast.

In order to expand our target audience after News Sync gets launched live to the public, we think the most effective form of advertisement will be in the form of anchors and reporters “plugging” for News Sync during the show. For example, they can say “for more information on the Ryan Ferguson trial and to see a full length interview with his dad, visit our web app News Sync.” It’s this kind of advertising that will most likely prove the most beneficial and bring people to News Sync that didn’t previously know about it.

Conclusion Over the course of one semester our team conducted secondary research to analyze the second-screen landscape, completed training sessions with KOMU 8 News Director Stacey Woelfel and Watchwith software developers, built multiple News Sync shows, contributed ideas to improve workflow and News Sync’s functionality, and conducted two focus groups for usability testing. One major challenge our team faced while working on this project included delays in the completion of the web application and the software needed to edit its content. However, this did not impede our team’s progress. We continued to work with the nearly completed software to build mock shows. Also, we formed News Sync matrices in excel to organize the complementary news content, which would later appear on the app. Within the upcoming months, News Sync will be accessible to viewers of the 10 p.m. newscast. Before its release, a plan is needed to market this product to the KOMU 8 audience so viewers actually incorporate it into their TV news viewing session. Also, if possible, adjustments recommended by our team and focus group must be made before the public interacts with it.