A new service which uses Bluetooth-style technology to beam local news relevant to people’s locations straight to their mobile phones is being trialled in association with a regional daily.
The Manchester Evening News is among a number of organisations involved in a pilot of the OtherWorld news service, run by start-up studio Like No Other.
HTFP reported in March how Manchester-based Like No Other was planning to trial the project after receiving funding from Google’s Digital News Initiative.
The service uses cutting-edge beacon technology to provide on-the-go local news stories relevant to an individual’s current location – without the need for an app.
As well as updates from the MEN, users will receive information relevant to their location from organisations including Greater Manchester Police, Manchester City Council and the NHS, as well as local businesses, charities and arts venues.
The pilot will actively target younger audiences, and runs until the end of this year.
Stuart Goulden, lead consultant at Like No Other, said: “We’re pioneering a brand new storytelling format. One that brings the digital and physical world together to create a more meaningful experience for readers and audiences.
“It will be interesting to see how Manchester reacts to this new news ecosystem and to pilot an alternative future for local media that can see it thrive once more.”
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Notwithstanding the content generated by the MEN, which presumably will be news, the rest sounds like advertising and PR, judging by this: “….users will receive information relevant to their location from organisations including Greater Manchester Police, Manchester City Council and the NHS, as well as local businesses, charities and arts venues.”
It could have amusing possibilities though: “MESSAGE BEGINS: “A&E is full – stay away; (NHS) Be careful out there – we’re over-stretched (GMP); Stop that – you are required to pay a £100 penalty within 14 days (Manchester City Council); Opens tonight – “Not THERE, if you don’t mind…!” – A musical celebrating the insidious creep of pseudo-public space” (Arts Council) MESSAGE ENDS.
I could mention the madness of allowing unfettered third-party access to one’s digital device – which is surely required in order to use the service – but what would be the point?
However, if it helps keep people in jobs, I suppose one must say good luck.
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Another cutting edge advertising gimmick dressed up as news. It won’t fool a 10-year-old.
A “news ecosystem”. Really!
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