When I was looking for an example of convergence in a local station, I had three great choices to look at. KARE, KSTP, and WCCO are all television stations in Minneapolis and St. Paul that are taking steps to converge media into their online affiliate. The one station that stuck out beyond the other two, was WCCO. Not only are they the most popular station in the Twin Cities, but they are the oldest. WCCO has been affiliated with greater metro area for decades, all beginning with their first radio cast in 1922. Since then, WCCO has taken major steps to change the way Minnesotans receive and interpret the news. Their continued connection between the radio and television stations make a seamless connection for any listener/viewer. Not to mention their active role with both of the major newspapers of Twin Cities. Yet, with the change towards online media growing, WCCO is bringing all their outlets together to form a seamless web experience.
At it's beginning WCCO was one of the original radio stations in the state of Minnesota. Providing one of the first sources for many to get a taste of this new form of media. As time went on their reputation of a great news outlet expanded, controlling most of the listening population in the metropolitan area. This trend continued up until the formation of WCCO-TV, that went on air for the first time in 1949. Since then the two stations have worked hand in hand to deliver quality content to the citizens of Minnesota. This connection would be vital in taking the next step. With the birth of the internet age, WCCO had to revolutionize the way they delivered information in this new era of converging media.
WCCO.com is a one stop source for information to Minnesotans. From this site they can access a world of news, and even get involved with the news process. The top of the screen is dedicated to the latest news that people care to see. If a story is failing, it gets bumped down farther. While either the hottest or most late-breaking stories stay at the top. The stories do not only come from the CBS-WCCO affiliate either. They manage to bring in stories from both of the major local papers, smaller city based papers, and national level publications. At the right of the site, views can see clips of recent stories aired on WCCO news. After viewing a segment, you can choose (If available) to hear the audio clip from the radio affiliate on the same story giving you possibly a different angle of what you just saw. This tradition of work between the radio and television outlets give a great example of how media can make a seamless convergence after years of being apart.
The most innovative part of this site, is the use of user accessible blogs. Here some of the lead anchors and reporters get a chance to comment on stories they have done, or just things in the news in general. If someone feels like they disagree with what the blogger said they can write a response to it. If the anchor or reporter feels like it is a valid response to the problem or question they brought up they will air it on television or on the radio. This is a great way to get the public involved and attract people to their all in one news outlet.
In the future, news stations will have to continue to evolve with the technology that is invented. While many news outlets are yet to even catch up to where it should be at this point, WCCO will most likely stay ahead of this curve. Producing new ways to deliver information, as well as ways to keep the public involved and active within the news process.
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