CTV British Columbia has launched a noon newscast for mobile devices comprised of what it describes as “super snackable” stories.
The three-minute CTV News Digital Edition is hosted by CTV British Columbia News anchor Coleen Christie and posted each weekday at CTVNewsAtNoon.ctv.ca. Viewers can scan a QR code to launch the newscast on their mobile device. Each newscast remains live for 24 hours.
Heron Hanuman, producer of CTV News Digital Edition and manager of CTVBC.ca, said the initial plan in the wake of CTV’s successful online delivery of the Vancouver Olympics was to launch an online newscast only. However, he said it quickly became apparent that advertisers were clamouring for more mobile content.
“You’re getting the sense they’re almost buying anything that’s local and on mobile,” said Hanuman. “It’s a space that they want to get into, and they’re looking to the content providers for solutions.”
In addition to banner and pre-roll opportunities on the website, the mobile newscast also includes a “powered by….” sponsorship opportunity and sponsorship of individual segments such as the weather. Advertisers can also secure space in TV promos for the newscast.
“I’m a news guy, but my boss always says ‘I think you should have been a sales guy’ because I looked at it for revenue potential, and it’s got a lot,” said Hanuman, adding that the broadcaster is looking to secure long-term contracts of at least six months to a year.
While the mobile newscast has no current advertising partners, Hanuman said it is being pitched to advertising clients deemed a “nice fit,” such as telcos and automakers.
Hanuman said views of the noon newscast are double those of the broadcaster’s 6 p.m. newscast since it went live on Tuesday, while feedback via social media channels has been overwhelmingly positive.
CTV British Columbia is the first member of the CTV family to offer the mobile newscast, but Hanuman said there are “absolutely” plans to roll it out across the country. CTV’s new daytime talk show The Marilyn Denis Show is also experimenting with mobile delivery he said, while The Comedy Network is also looking at creating a mobile package of highlights from some of its most popular shows, such as The Daily Show and The Colbert Report.
“We’re always looking at new offerings using technology,” he said.
