ABC Stations Launch 'Localish' For Mobile-Minded Millennials

摘要

FACING A GENERATION that's cutting the cable cord but is glued to its iPhones, the ABC Owned Television Stations Group is creating a new brand designed to appeal to mobile millennials. The new brand, dubbed "Localish," focuses on hyper-local stories produced by the stations with a national appeal, distributed on digital and social platforms. Like other traditional media organizations, the ABC stations are looking to remain relevant to younger, digital-native consumers. "Localish is built around the idea of producing content for this mobile-first audience whose interests might be a bit different than what we produce day-to-day," Wendy McMahon, president of ABC Owned Television Stations, said. "This is a new venture to create an environment where we can experiment with new kinds of storytelling and new kinds of distribution." In addition to being among the top-rated broadcasters in their markets, the eight ABC stations have a big digital presence and massive social footprints. That makes them well-equipped to serve what seems to be a demand for local programming and information.