New Consumer Engagement, Revenue: A Local TV Acceleration Effort


Accelerate Local, designed by the Local Media Association to reinvent business models for news, has launched “The TV Membership Project” as part of an effort to study and develop new modes of consumer engagement and revenue via membership and other direct to consumer models for local television broadcasters.

FOX Television Stations, Meredith Corp.’s 17 broadcast TV stations, and Capitol Broadcasting Corp.‘s WRAL-5 in Raleigh have signed on as pilot media company partners in a project aimed specifically at broadcasters.

“This is truly a first-of-its-kind project, and we’re eager to uncover how TV broadcasters can tap into the membership economy to create new consumer revenue streams,” said Local Media Association Chief Strategy Officer Jed Williams. “Testing new business models is exactly why we developed and launched Accelerate Local.”

Accelerate Local, owned by LMA, and the pilot partners will each invest significantly in this initiative.

The project includes two distinct phases.

Accelerate Local will partner with leading research and data firms to conduct in-depth customer research. Magid will deploy focus groups and surveys to uncover key trends and customer motivations by segment.

BlueVenn’s LEAP Media Solutions will manage and enhance consumer data collected on behalf of participants.

Upon completion of the research phase of the project, partners will receive custom insights and actionable recommendations, which they will then use to inform the actual design, build and launch of paid membership models. Participants will share strategies and best practices, and learn from each other, to accelerate progress.