ABSTRACT Local television in the United States is experiencing dramatic changes due to shifts in viewership and digital technologies. This study examined the extent to which a sample of local television stations in the United States are meeting the demands and needs of Generation C/Millennials through the use of social media, mobile technology, and other online communication tools. The major finding of this study was that television stations have a growing repertoire of social media and other connectivity tools with which to engage their viewers, but that stations in larger markets are making fuller use of interactive technologies.

中文翻译：

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实现移动目标：地方电视台如何使用数字工具与 C 世代建立联系

摘要 由于收视率和数字技术的转变，美国的本地电视正在经历巨大的变化。本研究调查了美国当地电视台样本在多大程度上通过使用社交媒体、移动技术和其他在线通信工具来满足 C 一代/千禧一代的需求。这项研究的主要发现是，电视台拥有越来越多的社交媒体和其他连接工具来吸引观众，但更大市场的电视台正在更充分地利用互动技术。