Hearst-Argyle launches High School Playbook


Hearst-Argyle Television has launched High School Playbook (highschoolplaybook.com), a product to bring high school sports action to all three screens — TV, web and mobile devices — by leveraging Hearst-Argyle Television’s local and national resources.

It is the first high school sports programming venture to combine social networking with music, statistics and robust, high-definition video, provided by professional TV videographers; users from throughout the country; and specially trained student journalists, who will be designated Sideline Reporters, equipped with Canon HV20 HD camcorders.

Highschoolplaybook.com includes comprehensive school information, game schedules, statistics, individual athlete profiles, interscholastic comparisons, and "game day" weather reports provided by the Doppler radar technology at Hearst-Argyle’s local stations.

Social media elements include MySpace- and facebook-like community tools including personal profile pages, team pages, school pages, cheerleader pages, fitness and nutrition pages, SMS voting and other messaging that enables byplay among rival schools and fans. "Mashable" content allows users to populate other social-networking environments for increased engagement in and distribution of the High School Playbook brand.
Video content encompasses game highlights, exclusive sideline interviews, bloopers, gameday reports, athlete profiles and "battle of the band" performances by competing schools’ marching bands.

High School Playbook will become the new on-air and online brand for Hearst-Argyle station coverage of high school athletics, with regular features as part of the sports reports on Hearst-Argyle’s market-leading local TV newscasts. The brand launches initially in seven of Hearst-Argyle’s 26 markets. Three stations – KCRA Sacramento; WTAE Pittsburgh; and WBAL Baltimore will provide High School Playbook features within their existing YouTube Channels. Four additional stations – WESH Orlando; WLWT Cincinnati; WYFF Greenville/Spartanburg, SC; and WXII Greensboro/Winston-Salem, NC — are initiating YouTube pages with High School Playbook content in connection with the announcement.