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High school football, gaining interest among local television stations and station groups, is fast becoming a new media darling.
WNYW New York shows game-of-the-week highlights on its 10 p.m. news and KUTV Salt Lake City includes a High School Touchdown Report, for example, writes Broadcasting & Cable.
The gain in popularity could be due to the fact that high school football lives smack in the middle of such industry wish-list items as hyper-local, user-generated and interactive. It also gives advertisers the opportunity to reach U.S. teens, who spend $179 billion each year, according to research firm TRU.
Another reason high school football’s popularity on television has been rising is the fact that typical teens can easily upload video and share highlights from games. Station managers say the interactive nature of new media is a critical component of the school content they air. Stations make the most of interactivity by encouraging students to vote for a play, game, or player of the week.
Hearst-Argyle has gone further, training students in seven markets as sideline reporters. Sixty students shoot cameras, edit and post their work on the social networking platform High School Playbook.
Advertisers have jumped on the High School Playbook and interest remains high, according to executive vp Terry Mackin.
McDoanld’s and Pontiac have sponsored WLWT Cincinnati’s Friday football program, and many stations are seeking to expand their high school coverage beyond football, according to the article.
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