The broadcaster launches 38 neighborhood Web sites in Portland and Eugene, following its August launch of similar services in Seattle.
Fisher Communications Inc. today launched a network of 28 hyperlocal neighborhood Web sites in the Portland, Ore., market (DMA 22) and 10 in Eugene, Ore. (DMA 119), increasing local content offerings and expanding advertising opportunities for local businesses.
The hyperlocal sites bring together the stations’ content and DataSphere Technologies’ LocalNet service, including an online platform that provides technology, advertising and sales solutions.
Fisher says the hyperlocal sites are “designed to provide local communities with the best source of information about news, events, entertainment and personalities relevant to their day-to-day lives.” A complete list of the sites can be found at www.KATU.com/communities and www.KVAL.com/communities.
Fisher’s President-CEO Colleen B. Brown stated: “With our strong local broadcasting heritage as our foundation, we are building our ‘broadcast to broadband’ initiative in order to provide neighborhood information at a grassroots level while further enabling local businesses to efficiently reach their customers. This effort has been very successful in Seattle, our first launch market, and we are pleased to now be able to offer these services in Portland and Eugene.”
“With our long history of serving Oregon and southwestern Washington, we are proud to now reach even deeper into our communities with this initiative,” said KATU Vice President-General Manager John Tamerlano. “KVAL Communities is a great way for us to provide coverage for important events that are too narrow in scope for the over-the-air product,” added KVAL Vice President and General Manager Greg Raschio.
To support their hyperlocal Web sites, KATU and KVAL will restructure their newsrooms to capture and post community news on a real-time basis. Local stories and breaking news that station reporters cover on a daily basis will be complemented with user-generated content, and also with content provided through a partnership with Windermere Real Estate.
The launch of the Oregon sites builds on the successful launch of Fisher’s 44 hyperlocal sites in the Seattle market in August. Fisher expects to launch similar platforms in its other markets. In addition, Fisher and DataSphere anticipate distributing the technology and sales solution to other broadcast companies looking to establish hyperlocal sites.