OTT

Stations may not be promoting the advantages of replacing cable and satellite with a rooftop antenna for a couple of reasons: fear of losing retrans revenue and not wanting to alienate cable systems that advertise on their air. But one stations thinks it’s found a solution: convincing a local antenna installer to advertise. I’m guessing the station can generate more in revenue each month from antenna installers than the company will lose in retrans revenue. And even if it doesn’t, the station will benefit in ways harder to calculate: from strengthening broadcasting as a local advertising medium, weakening rival cable and sending the message to Washington that broadcasting is here to stay.

Neither the availability of online video content nor the adoption of OTT services will keep pace with the growth of the installed base of devices that support online video, according to new findings from research firm In-Stat.

While a growing number of electronic devices are offering consumers the ability to bypass cable and satellite by delivering TV programming to their sets through broadband connections and Internet-connected TVs and other devices, TV stations aren’t rushing to get on board. Station groups say OTT services are simply too new and unknown. But if growth predictions are correct and if viewers continue to cut their cable cords, stations may have to turn to OTT outlets to insure their shows are reaching consumers.