Hearst-Argyle Sees TV Web Sites As Part Of Digital Future

It's all about diversification. Station group Hearst-Argyle, which has been looking to turn the Web sites linked with its television-station portfolio into increased profit centers, has hired an executive producer of digital media content. Michael Gay, who worked on the Web operation at the CBS O&O in Chicago, takes on the newly created position.

Gay's goal is to find ways to improve the content and drive traffic to the Web sites of the 29 stations Hearst-Argyle oversees. As spot dollars slow for local stations, many stations are trying to beef up their Web and digital operations as a new revenue stream. Also, it positions them in preparation for where the video news business may grow next.

"This new role is the latest in many steps signaling Hearst-Argyle's increased commitment to the development of content for the Web and digital devices," says Terry Mackin, executive vice president at Hearst-Argyle and head of the digital media group.

TV stations believe they have an advantage versus newspapers in the local online news business, since they already have robust video offerings from their daily newsgathering that dovetails with consumers' and advertisers' increased interest in streaming video.

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Gay, who will be based in Minneapolis at the offices of Internet Broadcasting Systems which manages Hearst-Argyle's sites, will report to Jacques Natz, the Hearst-Argyle director of digital media content.

Gay is the latest executive to join Hearst-Argyle's digital media efforts, following Natz, Eric Koepele, director of digital media sales, and Felix Banuchi, director of digital media development.

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