As television networks presented their 2024 election night coverage plans, a clear trend emerged: despite significant technological advancements, the fundamental approach to broadcasts hasn't drastically changed in two decades. This, despite declining traditional viewership and evolving audience behaviors. Most networks opted for incremental improvements to established formulas.
The coverage highlighted an industry navigating innovation and tradition, favoring gradual changes over radical reinvention. The outcome? A broadcast feeling simultaneously cutting-edge and strangely outdated. This isn't to diminish the considerable effort invested; however, broadcasters face increasing pressure from new competitors and shareholders, necessitating adaptation for survival.
A prominent change was the widespread use of augmented reality (AR) and virtual production, such as virtual set extensions. NBC News transformed Studio 4E, CBS News reconfigured Studio 1515, and Telemundo enhanced its Telemundo Center. These additions generally enhanced the presentation of data and narrative.
Contrast this with Al Arabiya's coverage, which transformed the Dubai skyline into an immersive electoral display. This stark contrast underscores American networks' hesitancy to fully embrace creative boundaries despite substantial technological investment.
A ubiquitous feature across networks was the prevalence of touchscreen displays and their operators. What began as the MSNBC's Steve Kornacki phenomenon has become an industry trend, yet the constant screen-tapping by analysts, while sometimes informative, can feel repetitive. Only CBS (locally) transitioned some data analysis from touchscreens to a virtual set, improving visual presentation.
Amazon Prime Video's "Election Night Live," hosted by Brian Williams, provided a refreshing alternative. Using an LED volume wall, the broadcast created immersive virtual environments. While the execution had some rough patches, Amazon's willingness to experiment with format and presentation was noteworthy.
Nielsen reported a 25% drop in traditional television viewership compared to 2020, with 42.3 million viewers across 18 networks. Streaming platforms saw a surge in engagement; YouTube alone recorded 84 million hours of election-related viewing. This shift reflects not only platform preferences but also a desire for coverage aligned with individual viewpoints. The success of alternative sources like Rumble and Twitch highlights this.
The broadcasting industry faces significant challenges. Networks have embraced new technology but haven't fully reassessed their approach to election coverage. While factual reporting remains crucial, the decline in traditional viewership necessitates more than technological updates. The success of streaming coverage suggests audiences crave a different approach, and broadcasters must respond accordingly.
It's important to acknowledge the immense effort and skill involved in producing these broadcasts. However, this shouldn't prevent questioning whether these resources could be used to create a truly transformative experience. With evolving viewing habits, the best tribute to these professionals may be to empower them to reinvent election night coverage for a new era.