As the Internet plays an increasing role in the delivery of news, media companies are looking for better ways to aim news and advertising at specific audiences.
But, according to Steve Alexander at startribune.com, this can be difficult for television stations because they deal largely in high-quality video that, on a website, becomes a series of huge computer files that aren't as easy to store, publish and search as text and photos are.
So TV stations have turned to customized website software from companies such as Internet Broadcasting Systems of St. Paul, which creates and maintains Web pages for 84 TV stations around the country.
Internet Broadcasting's newest "Web content management" software, now being tested before use by client TV stations, allows station employees to spend fewer hours running the website, even though the Web page content is more complicated than ever, said Jeff Kimball, chief operating officer of the privately owned, 14-year-old firm.
The software allows TV station websites to serve up a richer stew of information, consisting of editor-chosen stories, most-popular stories and consumer-created video, he said. In addition, the software allows advertising to be more precisely aimed at viewers based on their interests or location, he said.
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