NBC and Crisis NBC and Crisis CoverageCoverage

By Danielle Haskin, Lindsay By Danielle Haskin, Lindsay Hurd, Ariana Katzman,Elliott Hurd, Ariana Katzman,Elliott Polakoff, Allison SteinPolakoff, Allison Stein

What is NBC? (Recap)What is NBC? (Recap)

NBC is one of the four major broadcast NBC is one of the four major broadcast networks in the U.Snetworks in the U.S

Besides the news NBC includes both Besides the news NBC includes both daytime programming and prime-time TV daytime programming and prime-time TV showsshows

Because of this NBC attracts a broad Because of this NBC attracts a broad audienceaudience

Our News Consumption Our News Consumption StudyStudy

In order to help assess NBC’s news In order to help assess NBC’s news coverage we conducted a survey coverage we conducted a survey comprised of questions regarding news comprised of questions regarding news consumption patterns. consumption patterns.

The results will be addressed throughout The results will be addressed throughout the presentation as they correspond to the presentation as they correspond to the applicable trends. the applicable trends.

Audience DemographicsAudience Demographics

As shown in the graph As shown in the graph NBC attracts an older NBC attracts an older audienceaudience

The youngest median age The youngest median age for NBC viewers is for NBC viewers is between 59 and 60 years between 59 and 60 years old.old.

Results from 2002-2005Source: Proquest

Survey Monkey ResultsSurvey Monkey Results

•64.3% of respondents were age 18-25

Trend 1: Appeal To Trend 1: Appeal To MASS AudienceMASS Audience

How does NBC Appeal to How does NBC Appeal to Mass America?Mass America?

Human Interest pieces sell: Human Interest pieces sell: Vietnam: December 24Vietnam: December 24thth, 1968 : “Bob Hope Visits , 1968 : “Bob Hope Visits

Vietnam”Vietnam” Anthrax crisis: Anthrax crisis:

October 31October 31stst, 2001: Kathy Nguyen, the 4, 2001: Kathy Nguyen, the 4thth victim: victim: “She was a very happy person.”“She was a very happy person.”

September 11September 11thth, 2002: “September 11, 2002: “September 11thth/America /America

Matters, Family RemembersMatters, Family Remembers””

How does NBC Appeal to How does NBC Appeal to Mass America? (cont.)Mass America? (cont.)

Explaining how it relates to me and my Explaining how it relates to me and my lifelife

Hurricane Katrina and oil prices:Hurricane Katrina and oil prices: August 30August 30thth, 2005: , 2005: “For consumer, Katrina will no just increase “For consumer, Katrina will no just increase

the cost of driving your car, but also the price of staying warm. the cost of driving your car, but also the price of staying warm. Consumers are going to take a huge hit this winter; heating bills are Consumers are going to take a huge hit this winter; heating bills are going to be at record highs.”going to be at record highs.”

Afghanistan/Iraq Coverage: Afghanistan/Iraq Coverage: January 24January 24thth, 2005: titled “How the war will affect , 2005: titled “How the war will affect

your taxes”your taxes” Economic Crisis: Economic Crisis:

January 13January 13th, th, 2010: Ann Curry’s Segment “ How to avoid 2010: Ann Curry’s Segment “ How to avoid getting sucked into the mortgage crisis”getting sucked into the mortgage crisis”

What’s effective about What’s effective about human interest pieces?human interest pieces? They know their audience will be interested in They know their audience will be interested in

these types of storiesthese types of stories It helps to draw attention to an issue in some It helps to draw attention to an issue in some

casescases Vietnam: October 27Vietnam: October 27thth, 1969: everyone’s going home, , 1969: everyone’s going home,

focus in on one marine, happy tone, but helps viewers focus in on one marine, happy tone, but helps viewers to realize we can be optimistic in the warto realize we can be optimistic in the war

Iraq: March 18Iraq: March 18thth, 2005. Story about family who had to , 2005. Story about family who had to bury their son. But brings up important issues like bury their son. But brings up important issues like recruiting is down and why. recruiting is down and why.

Robert Bazell anthrax report, Oct. 10th, 2001: explains Robert Bazell anthrax report, Oct. 10th, 2001: explains what it is, where it came from, why it matters but also what it is, where it came from, why it matters but also how it can affect mehow it can affect me

What’s ineffective about What’s ineffective about human interest pieces?human interest pieces?

After initial crisis, human interest stories don’t help to expain After initial crisis, human interest stories don’t help to expain the magnitude of the crisis or any future implicationsthe magnitude of the crisis or any future implications

September 11September 11thth and anthrax coverage after the crisis: and anthrax coverage after the crisis: all all about specific families or individuals affectedabout specific families or individuals affected

Iraq:Iraq: Human Interest Stories in 2006-2007 Human Interest Stories in 2006-2007

Trend 2: Fast FactsTrend 2: Fast Facts

Survey Monkey ResultsSurvey Monkey Results

•While these results prove that our surveyed audience is not opposed to human interest pieces,

they prefer stories that are factually based.

Breaking NewsBreaking News

June 20June 20thth, 1972: John Chancellor, 1972: John Chancellor Watergate bugging, mentions that the FBI is Watergate bugging, mentions that the FBI is

investigating and they are shocked that the “White investigating and they are shocked that the “White House deems unworthy of notice this act of political House deems unworthy of notice this act of political espionage” espionage”

September 11th, 2001September 11th, 2001 First newscast at 8:55 am, cut from middle of The First newscast at 8:55 am, cut from middle of The

Today Show to cover breaking newsToday Show to cover breaking news

What’s effective about What’s effective about fast facts?fast facts?

Informs large audience very quickly, Informs large audience very quickly, people know they can get information people know they can get information from NBCfrom NBC

September 11September 11thth 9/11 Fast Facts Break it down the day of Break it down the day of Who could have done this? Why? Is it over?Who could have done this? Why? Is it over?

Anthrax: December 4, 2001Anthrax: December 4, 2001 NBC reports on first anthrax case as soon as man is NBC reports on first anthrax case as soon as man is

hospitalizedhospitalized Explains what anthrax is and its potential dangers Explains what anthrax is and its potential dangers

What’s ineffective about What’s ineffective about fast facts?fast facts?

Don’t always double check facts Hurricane Katrina: August 29th, 2005

Titled: “Dodged a bullet” “Not as destructive as first predicted” “Fact that damage wasn’t worse is pure New

Orleans luck”

Trend 3: Where’s Trend 3: Where’s the Background the Background

Info?Info?

During Vietnam and During Vietnam and Watergate…Watergate…

They did provide lots of background info!They did provide lots of background info! August 8, 1973: Nightly News with John August 8, 1973: Nightly News with John

Chancellor. Used the segment to review the Chancellor. Used the segment to review the Watergate senate hearings and all of the major Watergate senate hearings and all of the major playersplayers

April 6, 1971: Showed a past tape of the April 6, 1971: Showed a past tape of the land in Vietnam and explained the history of land in Vietnam and explained the history of why they were fightingwhy they were fighting

But what changed!?But what changed!?

Now, they’re so big Now, they’re so big they….they….

They spend a lot time covering what is currently They spend a lot time covering what is currently happening, but the underlying causes of crises are not happening, but the underlying causes of crises are not explainedexplained

September 11September 11th th / Iraq and Afghanistan Coverage: / Iraq and Afghanistan Coverage: ““War on terror”, “Weapons of Mass Destruction”War on terror”, “Weapons of Mass Destruction”

January 29January 29thth, 2002: Explains state of the union, “terrorism” , 2002: Explains state of the union, “terrorism” is the cause of everything”is the cause of everything”

What’s the difference between the two wars?What’s the difference between the two wars?http://www.youtube.com/watch?v=uyqk1LsCDBQ (:30-:44)

During the economic During the economic crisis…crisis…

Economic crisis: before it happened NBC never warned Economic crisis: before it happened NBC never warned against it, and then when it did they were wrong in against it, and then when it did they were wrong in providing background informationproviding background information

September 29, 2002: Nightly News, John Seigenthaler September 29, 2002: Nightly News, John Seigenthaler Increase in housing prices still but… “Solid investment in your future”Increase in housing prices still but… “Solid investment in your future” Contradiction: Hot Market vs. will it burst?Contradiction: Hot Market vs. will it burst? May 31, 2005: Nightly News Brian Williams “Through the May 31, 2005: Nightly News Brian Williams “Through the

Roof”Roof” Prices of homes jumped 15%, prices outweighing incomePrices of homes jumped 15%, prices outweighing income ““Economists don’t believe it’s a national bubble they believe it is only a local Economists don’t believe it’s a national bubble they believe it is only a local

one”one”

What to do better What to do better in the future?in the future?

Survey Monkey ResultsSurvey Monkey Results

We asked the question: “What medium We asked the question: “What medium do you get most of your news from?”do you get most of your news from?” Results showed that 68.3% get their news Results showed that 68.3% get their news

onlineonline 24.4% from TV, 2.4% from radio, and 4.9% 24.4% from TV, 2.4% from radio, and 4.9%

from print sources.from print sources. The preference of the majority of our The preference of the majority of our

surveyed audience is to get their news surveyed audience is to get their news onlineonline

Increase their presence on Increase their presence on the web!the web!

By moving some content to the web, they will By moving some content to the web, they will have more room for explanation and have more room for explanation and background info on their Nightly News background info on their Nightly News program.program.

Improve presence on Twittter, Facebook, new Improve presence on Twittter, Facebook, new appsapps This will help them appeal to a younger and more This will help them appeal to a younger and more

diverse audiencediverse audience