After the affiliation with NBC and embracement of an innovative format, the WHDH’s Channel 7 News became a leader in the market with accomplishment of #1 position in news broadcasting of Boston area. The Channel faced a serious threat of declining ratings and ad revenue, when in early 2000s, many other news programs copied their unique format, and it diverted many young audiences towards the internet to obtain their news.
The owner of the Station and the general manager, Edmund Ansin and Chris Wayland respectively, had the two alternatives to pursue that whether they should divert the viewers through TV news to the station’s website and monetize online, or to utilize an online presence to promote the Channel and thus divert viewers.
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