The Agency Personality Map, as designed by Deborah Morrison, puts advertising agencies in categories according to size and work motivation. She calls the biggest and more traditional agencies Monoliths. Innovators are also on the bigger side but differ from the Monoliths in their work creativity.
How can I apply this concept to the Broadcast News niche?
I guess the Monoliths of the broadcast world would be the big news networks like Fox, NBC, CNN, and all of their local affiliate stations. These guys have been around for years, and although they are adjusting to the changing times, I wouldn't exactly call them creative. But that's the hard part. Creativity has little place in news; we are to report it, not create it. However there are some news outlets that have done well in placing creativity tastefully.
These aren't so much as news networks as maybe news-based shows. Like Lisa Ling's Our America and CNN's Latino in America with Soledad O'Brien. I see them as Innovators because they have taken hard news issues and put a real documentary twist on them, making the stories more personal and easier to relate to. Like many innovators in the advertising field, these shows are branches off of broadcast monoliths (networks). They provide a different kind of news to the new "creative class" generation.
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