The 2024 election night broadcasts revealed a fascinating dichotomy: technology has advanced significantly, yet the fundamental approach to election coverage remains largely unchanged. Despite dwindling traditional viewership and shifting audience preferences, most networks opted for incremental improvements rather than radical reinvention. This resulted in broadcasts that felt both modern and strangely outdated.
The most noticeable change was the widespread adoption of augmented reality (AR) and virtual production. NBC News utilized virtual set extensions, CBS News incorporated AR capabilities, and Telemundo created a 360-degree virtual environment. These enhancements generally enhanced the presentation of data and storytelling.
However, comparing this conservative approach to Al Arabiya's immersive coverage, which transformed the Dubai skyline into a virtual electoral canvas, highlights American networks' hesitancy to fully embrace creative boundaries. This contrast underscores the tension between investment in new technology and a reluctance to radically alter established formats.
Another notable trend was the proliferation of touchscreen displays and their operators, inspired by MSNBC's Steve Kornacki. While the data displayed can be valuable, the constant reliance on touchscreens, replicated across networks, became a predictable and somewhat monotonous element. Only CBS, at the local level, successfully integrated data analysis into a full virtual set, improving the visual presentation.
Amazon Prime Video's "Election Night Live," hosted by Brian Williams, offered a refreshing alternative. Utilizing an LED volume wall, the broadcast created immersive virtual environments. Its unconventional format and relaxed pace stood in contrast to the traditional approaches of other networks.
Nielsen reported a 25% drop in traditional television viewership compared to 2020, with only 42.3 million viewers across 18 networks. Conversely, streaming platforms experienced a surge in engagement, with YouTube logging 84 million hours of election-related watch time. This shift reflects not only platform preferences but also a desire for content that aligns with viewers' preferred styles and perspectives.
The broadcasting industry faces significant challenges. While new technologies are embraced, a fundamental shift in approach is needed. Factual reporting remains paramount, but technical innovation alone won't suffice to retain audiences migrating to alternative platforms. The success of streaming services indicates a readiness for innovative formats. The tools for transformation exist; what is needed is the will to use them.
These broadcasts are massive undertakings, showcasing the dedication of countless professionals. However, this shouldn't overshadow the need for a transformative approach. Giving these professionals the freedom to reinvent election night coverage for a new era, rather than just adding technological enhancements, would be the greatest tribute to their hard work and skill.