Association is adding session to its annual conference after determining that most TV station salespeople feel unprepared.
A new national survey conducted by the Television Bureau of Advertising reveals that less than one-third of the sales personnel at local television stations feel that they’re adequately prepared to succeed in a multiplatform sales environment. When asked if their training is sufficient, 30% of the sellers answered yes, with 53% answering no and 16% saying they aren’t sure.
The survey, conducted in February, tabulated the responses of 161 stations.
As a result of the survey’s findings, TVB will offer a multiplatform training session for sales managers and other employees at this year’s TVB Conference on Thursday, April 20, at New York’s Jacob Javits Convention Center. Timur Yarnall, CEO and co-founder of Broadcast Interactive Media, will oversee and conduct “Television Goes Multiplatform.” Yarnall’s company is a provider of Web site revenue and technology support for more than 75 local TV and radio broadcasters.
“We are very proud to be hosting this multiplatform training session for the first time at this year’s TVB Conference,” said TVB President Chris Rohrs. “The results of our survey reinforce the need for local television sales personnel to be educated about how to better embrace every possible media platform.”
The multiplatform training session will cover:
- Basics of multiplatform selling.
- Key technologies to focus on selling now.
- Examples of successful multiplatform sales that stations are using today.
Registrants for this year’s 2006 TVB Conference can obtain details as they are announced and can sign up online at www.tvb.org.