The 2024 election night coverage revealed a television industry grappling with change. While the technology driving broadcasts has advanced significantly, the core approach remains largely unchanged from the past two decades. Despite falling traditional viewership and shifting audience preferences, most networks opted for minor adjustments rather than radical overhauls. The result was a broadcast feeling both modern and outdated.
This isn't to diminish the considerable effort involved. Countless hours were dedicated to the productions, but the need for adaptation is urgent as broadcasters face growing pressure from new competitors and shareholders.
A notable change was the widespread use of augmented reality (AR) and virtual production. NBC News used a virtual backdrop for Studio 4E, CBS News enhanced Studio 1515 with AR, and Telemundo incorporated a 360-degree virtual setting. These additions generally enhanced the viewing experience, supporting data visualization and storytelling.
In contrast, Al Arabiya’s coverage transformed the Dubai skyline into a virtual electoral canvas, showcasing a bolder approach to utilizing technology. This stark difference illustrates the reluctance of American networks to fully embrace creative risks despite substantial technological investment.
Another common feature was the extensive use of touchscreen displays and operators. What started as an MSNBC phenomenon has become widespread, with each network attempting to replicate its success. While data presentation on touchscreens can be valuable, it's not always the optimal method. CBS, at the local level, showcased a more effective approach by integrating data analysis into a virtual set.
Amazon Prime Video's "Election Night Live," hosted by Brian Williams, stood out. Utilizing an LED volume wall to create immersive virtual environments, the broadcast adopted a more relaxed pace and unconventional setting. Although the execution had minor imperfections, its willingness to experiment offered a glimpse into the future of election coverage.
Nielsen reported a 25% drop in traditional television viewership compared to 2020, with 42.3 million viewers across 18 networks. Meanwhile, streaming platforms witnessed unprecedented engagement, with YouTube recording 84 million hours of election-related watch time. This reflects a broader shift in viewing habits, with audiences increasingly seeking content aligning with their preferred style and perspectives.
The broadcasting industry faces significant challenges. While networks have embraced new technologies, they've been slower to revamp their approach to election coverage. Factual reporting remains crucial, but technological innovation alone won't suffice to counter the decline in traditional viewership.
The success of streaming coverage, exemplified by Amazon Prime Video and YouTube, indicates a readiness for change. The question is whether networks will adapt and push boundaries while they still retain their audience. The tools for transformation are available; the crucial element is the willingness to use them effectively.
Election night is a significant event, demanding months, even years of preparation, and the involvement of numerous professionals. This undertaking highlights the dedication and skill of broadcast journalism. However, this shouldn't preclude the examination of whether existing resources could be used more creatively.
As viewing habits continue to evolve, empowering broadcasters to reinvent election night coverage for a new era, rather than simply applying technological enhancements, might be the best way forward.