Jennifer Mitchell on Innovation in Local Journalism

Jennifer Mitchell on Innovation in Local Journalism

As President of Stations and Digital for CBS News and Stations, Jennifer Mitchell is leading a nationwide network of local newsrooms through a period of rapid transformation, defined by shifting audience habits, evolving technology, and a renewed focus on community connection. Under her leadership, CBS Stations are not only expanding how and where audiences access news, but also reimagining what local journalism can look like at scale, from statewide political debates to immersive storytelling powered by AR and VR.

In this conversation, Mitchell outlines a strategy rooted in both innovation and fundamentals. She discusses how major initiatives reflect a broader vision for the future where local stations lead with credibility, embrace new tools thoughtfully, and deliver impactful journalism that resonates far beyond their markets.

How would you describe the strategy behind the work at CBS Stations right now?

It means investing in reporting and experiences that help people better understand the issues that affect their lives. Sometimes that looks like what occurred last week, when we produced California's largest gubernatorial debate. Other times it's investing in Augmented Reality/Virtual Reality (AR/VR) studios, strengthening assignment desks, or giving viewers a direct line to our newsrooms, like the texting system at CBS Atlanta. Or our CBS Los Angeles assignment desk going live and on camera when there's breaking news - no other station in the region is doing that. We're also rethinking how people access local news. Whether viewers are watching on broadcast, streaming, or digital platforms, our goal is the same: trusted, credible journalism that meets people where they are.

What do the two newest initiatives - a statewide California gubernatorial debate and Detroit's first AR/VR studio - say about how you see the future of local stations?

They show that local stations can be deeply rooted in their communities while still pushing forward. The California debate reflects our commitment to civic journalism at scale - bringing together our stations in Los Angeles, the Bay Area, and Sacramento to create a statewide platform that gave voters access to the candidates and their ideas.

Detroit's AR/VR studio - our 11th across CBS Stations - reflects how we're using technology to strengthen storytelling. Reporters use it to explain complex issues visually and clearly, while keeping the journalism front and center. Innovation should always serve the reporting, not distract from it, and these projects show how local stations can lead ambitious work with both local relevance and national impact. If you watched last week's AR/VR driven pre-debate show that explained the polls, this was an example of that. Local stations can lead ambitious, meaningful work with national impact while staying grounded in local relevance.

How do you make a live political event feel essential and relevant to viewers who may not usually tune in for debates or may be streaming from a different state?

It starts with framing the issues in a way that connects directly to people's lives. Viewers don't just want policy - they want to understand how decisions made today could affect their neighborhoods, families, schools, jobs, and futures.

We also think a lot about access. That means producing debates that are easy to find, easy to stream, and supported with context before and after the event so audiences can engage on their own terms, wherever they're watching from.

We did a couple of things before the debate. We created a candidate side-by-side guide, where anyone could click on the candidates name and topics of interest that we identified Californians were most interested in and you could view their recorded responses. We also made the debate accessible on our California Stations' local digital platforms and on CBS News 24/7 streaming channel, so you could stream it anywhere.

The debate includes an AR/VR-driven pre-show. How do you think about using new technology without letting the production overshadow the journalism?

As I mentioned earlier, the innovation serves the journalism, not the other way around. Technology should enhance understanding, not distract from it. Our guiding principle is simple: if a tool helps clarify an issue, provide context, or make complex information easier to digest, then it has a place in the broadcast. The journalism always leads. Our anchors, reporters, and editorial teams set the agenda, and the technology supports the storytelling, never the other way around.

Detroit's launch marks the 11th AR/VR studio across CBS Stations. What have been some of the biggest learnings as you've rolled out this technology nationwide?

One of the biggest lessons is that success depends on the local teams. The technology works best when it's shaped by storytellers who know their communities and audiences. We've also learned that simplicity matters. The most effective AR and VR storytelling helps viewers visualize information without overwhelming them. And as the technology has matured, it's also created new opportunities for stations - from audience growth to sponsorship and sales.

What excites you most when you see local teams take on projects like these?

It's the pride, ownership and creativity. These projects require collaboration across newsrooms, engineering, production, marketing and digital teams, and it's energizing to see local stations lean into that challenge with confidence.

There's also a real sense of pride when teams realize they're producing work that sets a standard, not just locally, but across the industry. That momentum is incredibly powerful.

Looking ahead, where do you see the biggest opportunities for CBS Stations to continue evolving?

I'm excited by the momentum we're seeing at stations like CBS Atlanta, where teams are closely listening to their communities and shaping coverage around what viewers care about most.

Looking ahead, the biggest opportunity for CBS Stations is continuing to earn trust while evolving how we tell stories. That means deeper community engagement, thoughtful use of technology, and journalism that's accessible across platforms. As local news continues to change, you will hear me talk about responsibility - we have the responsibility to lead with credibility and purpose - and our Stations practice that every day.

I also challenge our teams to continue to innovate, think big and challenge the status quo. This includes always looking for ways to transform the way we work and to leverage technology to drive efficiencies and productivity.