McLean, VA.-based media publisher Gannett Co., Inc is continuing to build on its local community offerings, but this time is diverging its focus to the broadcasting side of its operations.

The company's broadcasting arm plans to launch local community websites in 10 different markets served by Gannett's TV stations, in collaboration with DataSphere Technologies, a provider of hyperlocal Web technology and sales solutions for media companies, paidContent reported yesterday. These community websites will be integrated with the company's broadcasting sites serving those local markets, and will feature user-generated content along with the hyperlocal news content created by its own staff, according to the press release posted on MarketWatch.com. This initiative is aimed at benefiting local businesses by providing them with a platform to target potential customers.

"Providing neighborhood news and information is a vital part of our responsibility as local media companies," Dave Lougee, president of Gannett Broadcasting stated in the press release. "By partnering with DataSphere, we will be able to extend the services we offer to our viewers and advertisers, making use of our online presence to provide an easy way for them to keep up with local events and connect with each other." The existing broadcasting websites will also be restructured to offer enhanced functionality comprising of market-leading site search, coupons, business directory and ad targeting.

Analysing the need to seek an outside resource instead of its own social media marketing unit Ripple6, which the company recently integrated into rich media provider, PointRoll, to combine its sales and operational efforts, paidContent's David Kaplan highlighted points noted by a source that draws a careful distinction between the activities performed by Ripple6 and DataSphere:

"DataSphere is a hyperlocal content play, not a social play. The way they refer to "community" is intended to mean more of a physical "community" - like what's happening in/around my neighborhood, rather than a social community," paidContent reported. Kaplan further commented that though the integration of two digital units has its benefits to the company's digital growth, the in-house operations seem a bit restrained.

The company owns 23 television stations in 19 U.S. markets, out of which the chosen 10 markets to launch its community web offerings are: Atlanta, GA (WXIA / WATL); Washington, DC (W*USA); Tampa, FL (WTSP); Sacramento, CA (KXTV); Grand Rapids, MI (WZZM); Jacksonville, FL (WTLV / WJXX); Buffalo, NY (WGRZ); Little Rock, AR (KTHV); Portland, ME (WCSH); Macon, GA (WMAZ), according to paidContent.

Local community sites for the remaining uncovered markets have not been decided or disclosed yet.