The broadcaster is using DataSphere Technologies’ new LocalNet service to construct a network of 43 hyperlocal neighborhood sites. It’s KOMO Seattle is restructuring its newsroom “to effectively and efficiently capture and post community news on a real-time basis.”
Fisher Communications Inc. has launched a network of 43 hyperlocal neighborhood Web sites in the Seattle market, increasing local content offerings and expanding advertising opportunities for local businesses.
The hyperlocal sites bring together KOMO television’s content and DataSphere Technologies’ new LocalNet service, an online platform that provides technology, advertising and sales solutions.
Fisher says this network of Web sites will be “the largest hyperlocal system in any one region in the country. The sites are designed to provide local communities with the best source of information about the news, events, entertainment and personalities relevant to their day-to-day lives.”
The new sites include BallardKOMO.com, BellevueKOMO.com and 41 others. A complete list of the sites can be found at http://www.komonews.com/communities.
“These sites further integrate KOMO News into the fabric of the neighborhoods of Seattle,” said Fisher Seattle Vice President-General Manager Jim Clayton. “They will provide KOMO News with an excellent opportunity to build relationships with small local businesses and enhance the timeliness and breadth of our news gathering operations.”
To support its hyperlocal Web sites, KOMO will restructure its Seattle newsroom “to effectively and efficiently capture and post community news on a real-time basis.” Local stories and breaking news that KOMO reporters cover on a daily basis will be complemented with user-generated content, and also with content provided through what Fisher is calling “an innovative partnership with Windermere Real Estate, a company with local knowledge and strong presence in each community.”
Fisher’s President-CEO Colleen B. Brown explained, “As consumers are increasingly tapping into social and digital media platforms for their news and information, we are implementing our strategic plan and adapting initiatives and content offerings to match these changing industry dynamics.” She added, “We are using our rich broadcast heritage as the foundation for our ‘broadcast to broadband’ initiative in order to provide cost efficient relevant information to our audience and more targeted messaging for our advertisers.”
Troy McGuire, vice president of news and general manager of Fisher Interactive Network said, “We believe we have differentiated our hyperlocal program from others by developing an innovative content development strategy and an ability to rapidly monetize our program.”
The new sites are the first example of DataSphere Technologies’ new LocalNet service, which provides TV broadcasters and other local media companies with the opportunity to take advantage of powerful existing brands and communication channels to build relevant and valuable online assets.
This latest collaboration between Fisher and DataSphere builds on Fisher’s earlier adoption of DataSphere’s Search and Discovery for Media. The original implementation resulted in an increase in search-driven page views of more than 5 times and more than a 25 percent increase in gross Web site revenue within the first three months, according to Fisher.
Fisher expects to launch similar platforms in its other markets, beginning with Portland, Ore., later this fall. In addition, Fisher and DataSphere anticipate distributing the technology and sales solution to other broadcast companies looking to establish hyperlocal sites.
KOMO has produced three 30-second videos to promote the company’s hyperlocal Web sites. You can watch the videos here.