Evolving Online Strategy: MTV vs. Fox News
My evening reading includes two pieces by Mike Shields of Mediaweek about cable networks’ changing approaches to the web: a looong feature about Fox News’ live Strategy Room program, and a tiny piece about MTV’s success with breaking its content into web-sized snacks.
Fox News’ year-old Strategy Room runs for eight hours on weekdays with a range of colorful hosts and guests, attracting a midday audience interested in more than just political news. Meanwhile, MTV earlier this year started experimenting with catering its content to the headline-driven web, playing up clips and quotes rather than leaving everything full-length.
It strikes me that the numbers don’t even compare. Strategy Room got 28,000 viewers per day in Sept., with a high of 38,000. Meanwhile, MTV News saw nearly 10 million streams in the third quarter, up 88 percent from last year.
However, Strategy Room is doing good for Fox’s image, says Shields; with a more casual and wide-ranging vibe that could help the network with its massive online traffic gap versus its cable news rivals. And anyhow, most of MTV’s views were probably for New Moon clips.
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