CBS Stations’ Jennifer Mitchell on Reinventing Local News for the Streaming Age

CBS’s Jennifer Mitchell Leads Local News into the Streaming Future

As traditional news organizations face sweeping layoffs and declining linear TV audiences, CBS Television Stations President Jennifer Mitchell insists the industry isn’t fading—it’s transforming. Mitchell, who rose from a digital web producer in the Bay Area to leading 27 stations across 15 markets, argues that local news remains vital. “Local news and news in general are not going away,” she told TheWrap. “In order to accomplish that, you have to reimagine the business, and that includes being on the forefront of the latest technology, being on the forefront of the latest platform, where we know our audiences are gravitating to.”

From Broadcast to Streaming: CBS Stations’ Strategic Shift

Since taking the helm in 2021, Mitchell has steered CBS Stations beyond traditional broadcasting. Her initiatives include:

• 24/7 streaming channels across all 15 CBS-owned stations, with live programming Monday through Friday, including streaming-only newscasts and original shows.
• AR/VR-enhanced newscasts, deployed in nine major markets: New York, Los Angeles, Chicago, Philadelphia, Denver, Miami, Dallas, and Atlanta, with additional launches planned for 2024.
• Social media expansion to engage audiences who no longer rely solely on nightly 5 p.m. broadcasts.

Mitchell emphasizes that CBS Stations operates independently from Paramount’s national CBS News division, allowing for localized innovation. “We are in a constant state of evolution because our audiences, our consumers are,” she said. “They’re getting their news differently than they did five years ago, 10 years ago, 15 years ago, and we have to be on top of that, and we have to go with them as their behaviors change in terms of how they consume content.”

Prioritizing Digital-First Strategies to Attract New Audiences

Mitchell’s executive approach is rooted in a digital-first mentality. She focuses on:

• Streaming content models: What airs on streaming channels, digital platforms, apps, and social media to appeal to younger, non-traditional viewers.
• Next-generation engagement: Tailoring content for audiences who may never watch a local newscast on linear TV.

“What are we doing to attract the newer audiences, the next generation, audiences of people who might not ever watch a local newscast at five o’clock on television?” she asked. “How are we attracting them? What’s the content model in terms of what we are airing on our streaming channel?”

Streaming Takes Center Stage in Audience Growth

Mitchell identifies streaming as the most successful lane for reaching new viewers. CBS Stations’ 24/7 streaming channels feature:

• Regularly scheduled newscasts alongside streaming-exclusive programs.
• Weather-focused segments tailored for digital audiences.

She highlights the importance of adapting to shifting consumption habits, noting that social media has become a critical tool for reaching demographics less engaged with traditional broadcasts.

“Streaming is a huge priority for us. We have 24/7 streaming channels at all 15 of our CBS-owned stations, so much of the day we are live, particularly Monday through Friday. That’s between regularly scheduled newscasts, but also streaming-only newscasts or shows that we produce specifically for the streaming audience.”

Looking Ahead: Innovation and Expansion in 2024

Mitchell’s vision for CBS Stations includes continued investment in immersive technologies and digital platforms. With AR/VR already live in eight major markets and more set to launch this year, the company is positioning itself at the forefront of local news innovation.

“We have to be on top of [changing behaviors], and we have to go with them as their behaviors change in terms of how they consume content,” she said. “That’s the only way we’re going to survive and thrive.”