WorldNow, a company that helps local broadcasters build an Internet presence while strengthening their television business, said it is close to signing three new stations, bringing the company's reach to almost 80 percent of the United States.
WorldNow currently works with 134 broadcasters, in the ABC, CBS, Fox and NBC families, to provide relevant content and advertising to their Web site visitors.
This is accomplished through an integrated technology platform that allows stations to deliver their content to the Web and to wireless devices. A site management tool developed by WorldNow allows the journalists who create the TV news content to provide the Web content as well. WorldNow trains the staff on how to create text, video and graphics-based content.
The software also enables the stations to gather profile data from its viewers to serve banner ads, coupons and other online marketing efforts. This allows local stations to sell and manage their own ad inventories. The company has a partnership with Engage to offer these services.
TV stations have realized that there are two issues when it comes to a Web site: “Will they stay and will they come back,” said Gary Gannaway, CEO of WorldNow, New York. “The site can reinforce the brand and may add a single rating point back to the news. One rating point in San Diego equals $3 million.”
The online advertising system can help them to “create a brand new profit center,” added Gannaway.