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Annenberg School of Communication and Journalism University of Southern California

Producers

We Know USC

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Every news station has a unique audience they speak to and certain demographics that they target. Ours happens to be the USC community: a widely varied mix of people from all corners of the globe and who all live in this corner of South L.A.

People tune out or turn off newscasts they don't care about, and the best way to make sure they pay attention is by providing them with news which affects them and which is relevant to them.

In our case, we use our resources to our advantage to make this possible. Our student body includes young people from all over the world as well as from right here in L.A. Our USC faculty has some of the leading experts and researchers. Our local community is extremely diverse-- so much so that it seems like the whole world is accessible with no more than a 30 minute drive in any direction.

We use these community sources for information while also taking cues from the community about what really matters to them.

In our Thursday newscast this week, we had breaking news locally and nationally, but both directly affected our audience.

Our lead story was about the missing teenage hikers who were found in Trabuco Canyon. This story had gained so much attention locally, and it was huge news when both teens were found alive. 

The second big breaking story that day was the passing of legendary film critic Roger Ebert. L.A. is the entertainment capital of the world, so we knew our audience would definitely appreciate coverage on the life of this iconic figure.

In addition to covering relevant local news, we also specialize in hyper-local USC news. We're a USC student organization, so we always work to own USC news. Any major campus event or issue takes serious precedence when we plan our newscasts and we also devote time to stories which directly affect our student body.

Despite our seemingly endless bank of sources and information though, since we are a student organization sometimes we lack the resources staff-wise and time-wise in our efforts to cover so much local news.

Our staff is somewhat large, but not always big enough day-to-day for us to cover everything we feel we must absolutely have in our newscast. Sadly, we miss opportunities and significant local events go missing from our newscast.

In spite of this though we do have what I consider to be an excellent newscast, which uniquely speaks to USC as well as the surrounding community with which the university is extremely connected.

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By Kate Flexter
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