ABSTRACT
In July 1999, Polon wrote online: “The whole point of a web site is to increase viewer loyalty to your station and its services, thus counteracting declining numbers for network television.” Using the Internet to promote to local radio and television audiences has grown as web design has developed over the last decade. Once a simple listing and a few links, the local broadcaster’s online presence has evolved into a sophisticated promotional tool. Broadcast viewers can now use the Internet to find audio and video content that they missed on-air and to tie into conventional broadcast programming. The assumption broadcasters make is that those people who find satisfying material online are more likely to watch on-air in the future.
