Although research firms BIA/Kelsey and Borrell Associates disagree on the specifics of the size of the local digital market, they agree that hyperlocal sites offer a great revenue opportunity for broadcasters. "The potential for online growth is very, very strong," said Mark Fratrik, vice president of BIA/Kelsey. "Broadcasters are realizing their business is more than just TV stations. They see an opportunity to steal dollars from other media."

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