The Sky News Blog – A New Angle In The News?
Author: Danny Wirken

The Sky News Blog is UK's first blog site dedicated to a daily
news show. Since a blog is similar to an on-line diary where
the writer's thought is posted, how effective would it be when
used in relation to news? Sky News is a 24-hour television show
in Europe who has for its main competitor, the BBC News-24.

History of Sky News

Sky News first began broadcasting in February 1989 and has
transmitted continuous live news ever since. It quickly gained
a reputation for journalistic integrity which gave it the much
needed prestige despite operating on a shoe-string budget. It
has likewise remained unique in an industry where presenters
are rapidly hired and fired. Many of its original presenting
team remains with the channel.

Other channels have tried to emulate Sky's standards and
methods but were not always successful in doing so. It was the
only channel at its league until the launch of the BBC News-24
in November 1997. Sky News filed a complaint with the European
Commission which argued that the publicly funded BBC News-24
was unfair and illegal under the European Union Law. However,
the commission ruled in favor of BBC stating that the state aid
was justified due to the public service remit of BBC.

To be competitive, the Sky Channel launched its Sky News Active
which was a 24-hour service providing headlines on demand. Due
to its success, the 8-screen video news service was likewise
launched which was way ahead of the standard 4-screen. The Sky
News Poll was also popular with its new question for each day.
It has become common for questions and subjects to change
throughout the day depending on news and developments.

Sky News won a 5-year contract to supply news bulletin to the
British Terrestrial Channel Five in the year 2005. On the same
year, Sky News was relaunched from a brand new studio in West
London, replacing the one that has been used for almost 17
years in Isleworth. Along with the transfer came heavy revision
of music and on-screen graphics. The station has a very
recognizable line like CNN which is read every hour, giving the
show name and presenters.

This renowned news broadcaster also has a forum called the Sky
News Panel, which is basically an on-line research group. It
lets its members express their opinions on various subjects. It
makes use of short surveys which would only take minutes to
complete. Some surveys are targeted at specific profiles but
may be weighted to the UK population where national opinion is
needed.

Anchors in the likes of Eamonn Holmes and James Rubin have been
secured while experimenting on new schedule and format. Sky News
aims to provide a fast moving, highly-produced program that
gives everyone a chance to catch up on all the news that
matters. Emphasis is given on pace, pictures and people
combined with the best footage of the day and sharp reporting
from field correspondents.

The Live at Five on Sky News features dedicated spots for
sports, showbiz as well as its own weblog. The blog spot is Sky
News' way of taking the time out to hear the reader's views on
the news that have caught their attention. A selection of
contributions to the blog is read out daily so that real
opinions get on the show.

The Sky News Blog

Sky CEO Rupert Murdock has discovered the wonders of the
Internet and has placed particular interest on social media and
blogging. His interest brought him a step further when he bought
various on-line companies including Intermix and http://IGN.com.
Not one to be left out from the fun, Sky came out with its first
blog in an attempt to connect with its audience. It is widely
believed that Sky's acquisition of Tim Levell, the former
editor of the BBC Action Network, had a lot to do with this
move. In fact, he has provided some of the posts found in the
blog.

The blog is personally led by Sky News at 5 anchorman Jeremy
Thompson. It thankfully looks and feels like a real blog which
cannot be said for many other things that call themselves
blogs. This is actually Sky's first attempt at blogging but it
seems to have succeeded in avoiding the most obvious pitfalls
related to it.

This blog is designed to be identifiable and distinct from the
channel's news website offering. Whereas the news website and
TV channel delivers news, blogs explain how and why such news
are being delivered. This is what is usually referred to as
"back channel conversational content". However, since the
launch of the blog coincides with the relaunch of Sky News as a
whole, discussion on topics not necessarily thought provoking
such as the show's new set have been occupying considerable
space in the blog. Conversations regarding the process of how
editorial decisions are arrived at for example are probable
discussion of interest to readers.

Large companies and organizations who have managed to establish
web presence need to maintain strong control of their blogs.
This would necessitate hosting those blogs within their own
domain space. Hosting a blog on a third party might not be able
to provide seamless integration with the rest of a company's
website. There are important aspects to be considered such as
quality control and availability. A site that goes down or
begins to bug-out necessarily affects the individual reputation
of companies.

The blogosphere is quite partial to personality led blogs. This
is one of the reasons why the Sky News blog works. However, it
could benefit from more posts written by Jeremy Thompson.

The blog encourages as many people as possible to take part in
the discussion of various topics. The company has adopted a
light touch policy which essentially allows for any comments as
long as it is not offensive, racist or irrelevant. Participants
are further encouraged to be constructive, friendly and
informative.

Pre-moderating of comments was done during the experimental
stage. This is expected to change as the site develops well.
The blog is primarily linked to the Live at 5 shows and not the
whole channel thus moderation of comments is done during daytime
working hours.

Contributors are requested to provide their names, physical
address and e-mail address although these details do not get
published on the site. It is just a way for the company to
determine the intentions of those people who would like to be a
part pf their blog. Anonymous postings are not published. Sky
News is perceived to have made a very brave move when it
plunged head-on towards the blogging world. Whether or not
their blog accomplishes something over and beyond the
accomplishments of its regular websites would depend on the
people handling it and how much they are prepared to meet the
changing needs of consumers.


About The Author: http://www.theinternetone.net