Transforming a local TV morning show into a 900K+ digital community.

01The challenge

City@10 is a city-based morning show broadcast on a satellite television channel, connecting with local audiences through news, lifestyle discussions, entertainment, interviews, community stories and engaging morning conversations.

The challenge was to extend the show's reach beyond traditional television broadcasting and establish a strong digital presence across major social media platforms.

Starting with almost zero social media followers, the objective was to build a recognisable digital identity, attract a loyal audience, and turn the show's daily television content into a scalable digital media experience.

02The strategy

I developed and implemented a comprehensive digital content strategy focused on organic audience growth, platform-specific distribution and consistent engagement, transforming the show's television content into digital-first experiences while keeping its local identity and relevance.

1. 01

   Digital content strategy

   A structured strategy around the show's daily segments, interviews, discussions, entertainment, lifestyle topics and local stories.

2. 02

   Content repurposing

   Television broadcasts transformed into engaging short-form videos, reels, highlights and shareable social media clips.

3. 03

   Multi-platform distribution

   A coordinated publishing strategy across Facebook, YouTube, Instagram and other relevant channels.

4. 04

   Local audience targeting

   City-specific interests, community conversations, local personalities and relatable topics to build a loyal regional audience.

5. 05

   Platform-specific optimisation

   Content formats, captions, titles, thumbnails and publishing adapted to the audience behaviour of each platform.

6. 06

   Consistent publishing

   A regular distribution workflow to maintain visibility and maximise organic reach.

7. 07

   Audience engagement

   Interactive discussions, relatable topics and content that encourages viewers to participate and share.

03The results

900K+ organic followers in three years.

Through consistent execution and a data-driven content strategy, City@10 evolved from a traditional television morning show into a growing digital media brand, growing from zero to more than 900K followers organically across major platforms.

04An ongoing growth journey

900K+ was a milestone, and growth continues.

Reaching 900K+ followers was a major milestone, but the growth journey continues. City@10's digital presence is still expanding, with an ongoing focus on content optimisation, audience engagement, platform-specific distribution and reaching new viewers.

The project demonstrates the long-term value of combining traditional television broadcasting with a well-executed digital media strategy.

05Proof

Straight from the dashboards.

Unedited screenshots from each platform's own analytics. Select one to view it full size.

06The key takeaway

We transformed a city-based television morning show into a 900K+ social media community without relying on paid follower campaigns.

By leveraging existing television content, strategic repurposing, local audience insights and consistent multi-platform distribution, we built a sustainable digital presence from the ground up.