NBC Philadelphia, foursquare Make A Deal

Philadelphia

NBC Universal's station in Philadelphia has a deal with location-based social app foursquare to reach younger consumers. The station carrying the NBC 10 brand will take one story a day, and the reporter covering it will continue to upload updates as it develops.

The station will move toward more coverage, including plans for reporters to have individual accounts. The initiative allows for conversation and comment from people.

It will also offer tips at check-in sites around the City of Brotherly Love, including landmarks. Stations around the country are increasingly developing mobile strategies.

"Local news is truly driven by location and the act of checking in further connects our audience to the news we deliver each day," said Chris Blackman, who heads the news operations at the NBC station in the country's fourth-largest market.

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With the Web and social media becoming such a critical news source for young people, stations have also looked for new ways to reach them.

In 2007, a report by Harvard's Kennedy School of Government found that 60% of teens (ages 12 to 17) are "basically inattentive to daily news." The figure was about 50% for those between the ages of 18 and 30. Somewhat surprisingly, among those pursuing the news, traditional television was used as a source more than online.

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