New at 11 . . .

by Paul Giacobbe

Publishers sell newspapers and broadcasters sell air time.  Newspapers charge advertisers based on the paper’s circulation and broadcasters, such as NBC10, base their rates on the number of viewers.

To that end, and like any other business, NBC10 advertises.  Some of those ads are in the form of “teases,” promotional ads that invite viewers to watch a story to be shown on a particular newscast and sometimes, to the consternation of viewers, only on the 11 p.m. newscast.

There’s a tease for the 11 p.m. news almost every day, but the most interesting stories often result in the most effective teases —and the most viewer complaints.  That includes last week’s story – teased for the 11 p.m. news – about ‘the one place you shouldn’t go if there’s a fire at the Providence Place Mall.  (It’s the parking garage.)

Brian Skeffington emailed this: ’ I have been frustrated by news story teasers aired around the 6 p.m. broadcast that mentioned some location in the Providence Place Mall that one should definitely not go during an emergency.  Details at 11. The problem is, I can’t watch at 11, and so I remain unaware of what may be important information that Channel 10 has and withholds from me and my family. The teaser has run on a couple of evenings, and yet I remain uninformed.  That’s not news reporting.  That’s merchandising.  Either you are providing valuable information, or you’re selling air time.  Make up your minds.
“I watch only channel 10 for my news. I enjoy all who sit in front of the camera. My complaint is what you call a teaser. Tonight at eleven is a segment on the Providence Place Mall. I have to be up every morning at 3:30 AM for work, and can not watch the late news. I think for something as important as safety at the Mall, or any other safety issue, should be on at 6:00,” writes Dennis.

Another viewer emailed: “For days Turn to 10 has been advertising a story regarding Providence Place Mall.  If it is such a serious problem, why wasn’t “the one place not to go” revealed instead of being used as a come-on?”

Chris Lanni, the NBC10 assistant news director responds:  It is no secret that some stories are placed in certain newscasts in hopes of increasing viewership.  Balancing the viewers’ interests with business interests is an unavoidable reality.  That said, this story was purposely placed in a (newscast) accessible to the largest majority of our viewers.  Most people are home and available in the evening.  Additionally, the story was highly promoted for several days so that anyone with an interest had the time and information needed to set a DVR or VCR.  Finally, we made the story available on turnto10.com the next day for those who weren’t able to watch it live or record it. 

I don’t like teases, but I’ve come to accept their inevitability.  But there are some stories that shouldn’t be teased, for the reasons expressed by Brian and the other two viewers.  Some time ago the news department teased a story about 911 being out of service in several northern RI communities, without identifying those communities. There was some discussion at that time, partially as a result of that story, that some public safety issues were inappropriate for teases.  The Providence Place Mall story appears to fall squarely within that category.

If there is a real danger, shouldn’t the information be provided at the earliest possible time?  If the danger isn’t so great, then is the story really worth two or three days of promotion? 

NBC10 provides the space for these comments (and yours) but the opinions are mine alone. – Paul Giacobbe