KOMU-TV in Columbia, Missouri, does something unique for a local station every Friday during its 6 p.m. newscast. The NBC affiliate produces a segment called Your View, where the people in charge of the station — including the news director and executive producer — address viewer concerns about local coverage. The station is owned by the University of Missouri and operated by its Missouri School of Journalism. Most of the reporting and producing staff members are students.

Fostering this kind of interactivity between a local news station and its audience might seem commonplace now, especially with Facebook comments and Twitter feeds. But when Your View started in 2005, only newspapers’ letters to the editor played a similar role. Today, Your View not only explains KOMU’s decision-making, but it serves as a low-cost tool to encourage engagement with its viewers.



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