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Posts Tagged 'Morning News'

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Sustained Urgency: An AM Mandate

To produce a morning newscast in 2015 - think two thoughts that are NEW to this moment in time.

  • The first screen the majority of viewers wake up to is their smartphone.
  • Viewers believe UPDATES ON ALL STORIES is of equal importance to Breaking News (a discovery first noted recently by SG research VP, Tony Calfo).

These two thoughts are connected: The more viewers get information from digital sources, the more it makes them expect even more updating from TV news - throughout the entire broadcast. It’s true in all day parts but particularly acute in the morning as a result of the smartphone being the first screen.

The findings have led to coin the phrase, SUSTAINED URGENCY, and it carries with it clear implications:

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