Radio, TV stations use text alerts for emergency broadcasts

By Giselle Tsirulnik

January 18, 2008

Subscribers got alerts regarding the California wildfires

Television and radio stations around the United States have extended the meaning of broadcasting with mobile as a medium to fill information gaps.

KNBC, WTMJ-AM, WTMJ-TV and WKTI-FM are using mobile alerts powered by HipCricket Inc. to break news to audiences via handset.

"Mobile has the ability to be the most personal device," said Jeff Hasen, chief marketing officer of HipCricket, Phoenix. "You can get the information and the music you want on it. Broadcast stations have a mission to be the community service provider and through these alerts they are able to do so."

The alerts will be advertisement-free.

Los Angeles' KNBC needed a way to provide geographically relevant messages to subscribers who opted in to receive information regarding the recent wildfires that hit some parts of Los Angeles and San Diego.

"With the alerts KNBC was able to provide subscribers with what neighborhood routes to take out of town," Mr. Hasen said. "Broadcasters are a community resource and this is a good way to build a relationship with viewers and listeners."

There was a huge information gap due to the rapidness of changes in condition and the text-message alerts helped.

"HipCricket allowed us to reach a mobile audience quickly and efficiently during a major news event," said Linda Sullivan, president and general manager of KNBC, Los Angeles. "It is our goal to connect with the community, in as many ways possible, especially during breaking-news situations."

WTMJ-AM, WTMJ-TV, and WKTI-FM used HipCricket's alerts to provide subscribers geographically relevant information regarding the Milwaukee school closings. Instead of forcing subscribers to scroll though loads of information, they received alerts regarding schools they opted-in for.

"I think that broadcasters need to identify the right mobile marketing partner with a flexible system," Mr. Hasen said. "It is important that the partner can personalize information the way you need it."