Post-Newsweek

Schurz Communications has forged an unprecedented, multi-year, multiplatform deal with two CMS providers — Internet Broacasting and TownNews.com — while also tipping a new “content federation” forged with Hearst Corp., Post Newsweek and The News Press & Gazette. The move could signal a directional shift in the legacy-bound world of CMS providers.

The partnership will offer a “second screen” app in early 2012, allowing viewers to tap into related content and swap comments with friends watching the same broadcast TV show at the same time. Broadcasters hope the app with lead to increased revenue, greater engagement and better tune-in promotion. Participating station groups include those of Pearl, the joint venture formed last year to pursue the mobile DTV business. They include Belo, Cox, Scripps, Gannett, Hearst Television, Media General, Meredith, Post-Newsweek and Raycom.

Station group executives say that with growing multiplatform opportunities for stations, the need for compelling, creative syndicated programming is growing in importance. Said Post-Newsweek Stations’ Alan Frank: “No one does it like television. No one sells emotion like we do.”