The industry consultant suggests that it may be wiser to negotiate for access to cable’s set-top boxes.
Industry consultant Tom Wolzien thinks TV broadcasters should consider using their retransmission consent rights to use cable’s set-top boxes to collect detailed viewership data and to give their viewers a way to talk back to the station.
With a two-way connection, TV stations could offer advertisers spots that feature “click-to-buy or click-for-more-information” functions,” said Wolzien, who discussed changing media at the AAAA’s media conference in Orlando, Fla., this morning.
But what broadcasters really need is that viewership data so that they can keep pace with the Internet, which is siphoning off advertising dollars with its ability to provide detailed information about who’s looking in, when and for how long. “It’s setting a standard for accountability that one-way media can’t match,” he said.
According to his analysis, because of its ability to attract (or stem the loss) of advertising, the cable data would have more value for a major-market TV station than would a cash retrans deal that paid 50 cents a sub per month with an annual 3% increase.
“It short term versus strategic thinking,” he told reporters. “If they do it, their argument that ÃƒÆ’Ã‚Â¢ÃƒÂ¢Ã¢â‚¬Å¡Ã‚Â¬Ãƒâ€¹Ã…â€œyou should buy my time without accountability’ becomes increasingly slim.”