NYTV Takes Off
Posted: 8/8/2011 | By: Heidi Kulicke
Boldly going where audiences are, The New York Times continues to carve its way through the ever-changing media landscape. And now, television is part of the mix. Recently, the Times launched a weekly TV show, hoping to capture viewers and ratings Monday nights in its local market: New York City.
Catering to the interests and lifestyle of New York residents, NYTV is a half-hour show produced by The New York Times that airs Monday evenings at 8:30 on New York’s flagship local station, NYC life. It runs under the banner of NYC Media, the city’s official TV, radio, and online network.
Each episode features a selection of the latest culture, lifestyle, and fashion-oriented videos produced by Times journalists for New Yorkers. “What NYTV will be doing is assembling local segments the Times has created, shot, and made available on our site into a program for a platform — television — we have no presence in right now,” said Gerald Marzorati, assistant managing editor, in an interview with The Cutline.
The Times produces more than a hundred videos each month for its website and other digital platforms, so dabbling in television seems a natural progression. By recycling the videos as part of NYTV, they are able to reach an even greater audience.
The Times began charging for online content in March, and by promoting itself through a variety of outlets and embracing video content, it just might convince readers that its content is worth paying for in all media forms — whether print, online, or mobile.
“The push — and it’s a slow, careful push — is simply part of our commitment to be a news organization available on as many platforms and in as many media as we can be,” Marzorati said. And although there are no ads on NYC life, he still sees value in the project. “We are always looking for new ways to get our content before people, and a partnership with NYC life provides that kind of opportunity,” he said.
With the agreement between the two organizations, the Times supplies the videos, and NYC life handles limited post-production work and graphics. In all, 26 episodes have been created and will continue to air throughout the remainder of the year.
Catering to the interests and lifestyle of New York residents, NYTV is a half-hour show produced by The New York Times that airs Monday evenings at 8:30 on New York’s flagship local station, NYC life. It runs under the banner of NYC Media, the city’s official TV, radio, and online network.
Each episode features a selection of the latest culture, lifestyle, and fashion-oriented videos produced by Times journalists for New Yorkers. “What NYTV will be doing is assembling local segments the Times has created, shot, and made available on our site into a program for a platform — television — we have no presence in right now,” said Gerald Marzorati, assistant managing editor, in an interview with The Cutline.
The Times produces more than a hundred videos each month for its website and other digital platforms, so dabbling in television seems a natural progression. By recycling the videos as part of NYTV, they are able to reach an even greater audience.
The Times began charging for online content in March, and by promoting itself through a variety of outlets and embracing video content, it just might convince readers that its content is worth paying for in all media forms — whether print, online, or mobile.
“The push — and it’s a slow, careful push — is simply part of our commitment to be a news organization available on as many platforms and in as many media as we can be,” Marzorati said. And although there are no ads on NYC life, he still sees value in the project. “We are always looking for new ways to get our content before people, and a partnership with NYC life provides that kind of opportunity,” he said.
With the agreement between the two organizations, the Times supplies the videos, and NYC life handles limited post-production work and graphics. In all, 26 episodes have been created and will continue to air throughout the remainder of the year.