The Pearl group of nine station groups and others are working with TVB to create guidelines and best practices for programmatic selling of spot advertising. They are encouraging feedback from broadcasters. “These guidelines are meant for the industry to be able to continue to … improve them,” says Pearl Managing Director Anne Schelle.
Broadcaster-backed ConnecTV says its new Clip Ads app lets consumers and stations create six-second clips and send them out to Facebook friends and Twitter followers. The service can be monetized by attaching ads to the clips. “It’s really a way for the traditional broadcast spot to be extended into this social video space,” says CEO Ian Aaron.
The new managing director of the consortium of TV station groups that’s pushing mobile DTV has 20 years of media experience, with a focus on wireless. Her new focus is to make sure Pearl members keep pace with the proliferating ways that consumers are watching TV at home and on their mobile devices. She talks about how broadcasters can still make mobile a vital part of their business, why smart TVs are promising and Pearl’s shaper focus on developing a next-generation broadcast system through ATSC.
The veteran wireless and media executive will bring her experience in operations, business development, marketing communications, and legislative/regulatory work to the mobile TV partnership.
Pearl announces it will test interactive news and ad trials in three markets. The consortium will also expand its test of the Mobile Emergency Alert System in Florida later this spring.
The partnership will offer a “second screen” app in early 2012, allowing viewers to tap into related content and swap comments with friends watching the same broadcast TV show at the same time. Broadcasters hope the app with lead to increased revenue, greater engagement and better tune-in promotion. Participating station groups include those of Pearl, the joint venture formed last year to pursue the mobile DTV business. They include Belo, Cox, Scripps, Gannett, Hearst Television, Media General, Meredith, Post-Newsweek and Raycom.