Convergence concerns in local television: conflicting views from the newsroom.

Reporters and producers were significantly more likely than news directors and general managers to believe decreasing quality, technological conflicts (such as computer software being incompatible for different media), and differing values or expectations when producing content for various media (such as print vs. broadcast culture) were at least somewhat a challenge in today's converged television newsrooms. The strength of association on these measures is somewhat weak regarding product quality and technology but moderate regarding differing values.

Discussion

This study of medium and small market local TV news producers and reporters is the first of its kind. The random sample survey describes some of the ways in which convergence journalism affects news workers across America and the content they produce. Compared to previous research involving news managers, several results are notable.

Perspectives on Convergence

Differing opinions between managers and workers regarding the impact of convergence on the newsroom are key findings of this study. Compared to news directors and general managers, reporters and producers are significantly more likely to feel that: (1) Convergence negatively impacts the quality of the news; (2) Technological hurdles hamper their efforts to produce convergent content; and (3) The values they hold about television news conflict with efforts to produce content for other media outlets. Many news workers believe these issues pose substantial challenges in their daily news routines. News workers are also significantly less likely than their bosses to say their stations' overall experience with convergence has been a good one.

Workload and Quality. Although the majority of news workers said their stations' forays into convergence have been positive, they did not characterize their own personal experiences in quite the same way. Less than half said they personally enjoyed convergence work and only one-quarter thought their coworkers enjoyed it. Even though the majority of respondents spent, on average, less than 30 minutes per day producing convergence content, one-quarter of all news workers believed it interfered with the quality of their primary work. They also believed the work of their peers was suffering. As one respondent wrote, "We spend too much time serving other masters. This reduces the quality and comprehensiveness of our own reporting." According to one reporter: "Convergence places a lot more responsibility on my shoulders. I have far more work to do here than if my station did not practice convergence." Yet another worker believed convergence "makes it difficult to make deadlines and our staff is spread very thin."

Results demonstrate that a fair amount of discontent exists in the newsroom regarding convergence work. It is not surprising that news workers who spend the least amount of time on convergence work are the ones who are least bothered by (or concerned about) it. Compared to those who spend more than 30 minutes a day on convergence content, reporters and producers who spend less than 30 minutes per day are significantly less likely to believe that their multimedia duties interfere with quality of content that their station produces ([X.sup.2] = 15.75, df = 2, p < .001, V =.283), the quality of work that they personally produce ([X.sup.2] = 12.13, df = 2, p < .05; V = .283), and the quality of work that their coworkers produce ([X.sup.2] = 12.45, df = 2, p < .01, V= .30). They are also significantly less likely to believe that convergence poses at least somewhat of a challenge to their station's ability to maintain its niche in the market ([X.sub.2] = 16.48, df = 2, p < .001, V = .213). In other words, the less time one spends producing convergence content, the better they feel about it. Conversely, those who dedicate more of their workday to convergence are more likely to be concerned about its effects on the news/journalistic product.

Because the average news worker spends less than 30 minutes per day on convergence, some readers might think that "concerned" news staffers are simply complainers--unhappy with their growing workload. As such, some might wonder whether their judgment about decreasing quality is biased. While that is certainly possible, it is also possible to interpret their opinions in another way. While 30 minutes per day may seem like a relatively short amount of time, to those who work in the television news industry, a half-hour represents something much different. Only a decade ago, news producers and reporters commonly produced newscasts at 6 and 11 p.m. only--totaling an hour of news per day. According to this study, TV stations aired more than 4 hours, on average, of news per day. Coupled with shrinking budgets and staff sizes, news workers now have to produce more than ever before, with fewer resources. For some respondents, even spending 10 or 15 minutes on convergence is "lost" time--time that could be devoted to improving journalistic performance--following story leads, polishing writing, conducting research, and checking sources.

Perceptions and Market Size. Among all the news workers surveyed, reporters and producers in medium-sized markets appeared to have the most negative perceptions about the effects of convergence. Those in DMAs 51-100 were significantly more likely than their peers in smaller markets to feel pressure from management to produce convergent content. They were also significantly more likely to indicate that their peers' workload was increasing and that the quality of that work was suffering. These findings run contrary to the researchers' expectations.

Based on previous research, it was expected that workers in DMAs 51-100 would feel more positive about convergence than their peers in smaller markets because larger markets are more likely to dedicate staff to producing convergent content. This was not the case among the stations/markets studied. Results showed no relationship between convergence staffing and market size ([X.sup.2] = 4.494, df = 4, p = .15). Results did show, however, that producers and reporters in DMAs 51-100 were responsible for producing significantly more hours of news per day than workers in smaller markets ([X.sup.2] = 20.811, df = 4, p< .001; Cramer's V = .245).

Perhaps higher negative feelings towards convergence in medium markets stem directly from the lack of additional resources and increased pressure to produce more news in markets known to be more competitive. This assumption is reflected in open-ended statements from several respondents. When asked about what they would tell their bosses about convergence, for example, numerous respondents from these markets said things such as "more manpower is needed," "we are maxed out," and "unless more staff is added to handle the additional workload, overall quality of all products will be reduced."

Despite these concerns, it is unlikely their bosses can (or will) do much to change current conditions. Competition is growing, cost-cutting measures are being instituted throughout the industry, and pressure is mounting to produce new and different kinds of content to attract fragmenting audiences. Whether they like it or not, most managers and news workers understand convergence is here to stay. Open-ended responses show news workers realize the increasingly important part convergence plays in their employer's strategic plans to gain exposure, audience, and advertising revenue. As one respondent put it: "At first it's a real challenge, but you learn quickly to adjust to the market. If you don't, your newsroom ends up at a loss." Another worker said: "I understand the reasons behind convergence, but I'm not a fan." But some other workers are fans and say it draws necessary attention to the station: "Our newsroom is heavily invested in terms of time and talent with convergence--it seems to work very well. It gives us a bigger presence and ability to reach new viewers.... We are always looking for new ways to get our product out there."

Convergence Duties in Detail

In addition to gauging news workers' perspectives about convergence, another central goal of this study was to describe the specific kinds of convergence tasks staffers were performing. Results indicate that, in local television newsrooms today, nearly 70% of the reporters and producers now personally perform tasks for media other than their own TV stations. Typically, that meant generating content for their station's Web site, followed by another TV station, then radio. A full 100% of respondents said their station now had an online presence. Only about half of those stations, however, had added staff to help with computer-based content.

Most convergent-related activities that reporters and producers were tasked with involved re-purposing content for a Web site. Such jobs include summarizing and then posting stories that have already run on their newscasts. In addition, many news workers said they had taken part in online question and answer sessions with viewers. Generally, however, little or no new information was being produced for the audience. Very few respondents said they provided still pictures, added additional facts, or posted links for stories on the Web. Not a single person said he or she created an Internet-only story. In one interesting finding, less than 22% of respondents reported providing unaired video or sound bites for their station's Web site and only 12% provided streaming video of selected stories--surprising because video is so readily available at TV stations.