Allbritton embraces local content


Local video makers in the DC area don’t have to just post their videos on the Internet and hope that someone will click. Allbritton Communications and flagship WJLA-TV have launched Local Point TV as a digital simulcast channel to carry strictly local content from local artists. The channel is also being cleared on Comcast and FiOS in the market.
"Local Point is the essence of ‘localism.’ We are using the power of our new digital channels to bring local news, films, music, and even comedians to today’s hip and fun viewers," said company CEO Robert Allbritton.

The segments being produced by local video makers – and who doesn’t have the equipment to produce a video these days? – typically run five minutes or less. The idea is to foster talent including filmmakers, producers, animators, musicians, comics, storytellers and more. Local Point TV will also feature current news and entertainment information.

What about ads? Yep, but with a twist. Instead of spots, advertisements will appear as crawls across the bottom of the television screen.  All advertisements will be action-oriented, offering an immediate impact for viewers and advertisers.  Local Point TV says it will have a limited number of advertisers to more effectively maximize partner benefits.

Even if you are not in the DC market, you can check out the concept at, a robust website which will be a major component of the project. Content segments that appear on air will be available for playback on the website as well.  Eventually viewers will be able to vote on their favorite segments which will increase the frequency in which the segment airs. 

 "We haven’t had this much freedom to create new television since the days before black & white!  Programming is designed to be fast, fun and capture the attention span of all the market’s multi-taskers," said Paul Sherno, Local Point TV’s creator.

TVBR observation: Sure, it’s a broadcast twist on YouTube, but what’s wrong with that? YouTube is an online twist on television. What’s great here is that people will be able to tell their friends to tune in on TV to watch the video they’ve created – and even groups can watch on a real TV screen, not a small box on a computer screen. What the online component adds, along with non-linear playback access, is an opportunity for viewers to discuss the videos, often with the creator.