Broadcasters have different ideas on how best to proceed with ATSC 3.0. Some advocate an initial rollout of 4K Ultra-HD programming followed by a gradual move into targeted advertising. Another faction touts the near-term potential of a nationwide datacasting business that will first seek B-to-B customers like auto makers and content delivery networks. In any event, 2018 will be crucial.
Mort Marcus, co-president of Debmar-Mercury (center), says that station groups that produce their own shows and, in some cases, leave them on the air longer than they deserve, are making the tough syndication business even tougher. Fellow panelist Bob Sullivan, the chief of programming for Tegna, one of the do-it-yourself station groups, saw thing differently. The full TV2020 panel (l-r): Frank Cicha of Fox, Ken Werner of Warner Bros., Marcus, Arthur Hasson of Sinclair and Bob Sullivan of Tegna. (Photo: Erica Keane).
Unique content and targeted ads may yield future revenues, but stations are urged to not delay any longer.
Publicis Media is making a $50 million local TV buy for one of its most challenging clients using an automated platform system, involving 90 markets across the country. This is just one of the strategies to improve the automated ad buying process to increase the relevance of local spot discussed at TV2020 on Wednesday.
The top executives of four TV station groups assessed the state of the TV broadcasting business (l-r: Hearst’s Jordan Wertlieb, NBC’s Valari Staab, Tegna’s Dave Lougee and Sinclair’s Chris Ripley). Among their topics were the future of audience measurement including specific-device measurement built into the ATSC 3.0 standard; why automated buying and selling of TV ads has been so slow to be adopted; and the changing value of sports programming, especially NFL games. (Photo: Wendy Moger-Bross)
Mark Lazarus, chairman of NBC Broadcasting and Sports, said the network faces changing sports consumer habits that have affected ratings, but it’s making a full court press with its upcoming Super Bowl and Olympics coverage. He also said ATSC 3.0 presents an opportunity for its stations if it can find “the right balance.” (Photo: Wendy Moger-Bross)
NBC Chairman of Broadcasting and Sports Mark Lazarus said the network isn’t worried about its broadcast licenses facing revocation following President Trump’s threatening tweets. “We feel very confident … that the FCC will support the First Amendment,” he said.
John Lawson, executive director of the AWARN Alliance, will inform attendees at next week’s TV2020: Monetizing the Future conference of the progress toward implementing an advanced emergency alerting system as part of the coming ATSC 3.0 broadcast standard.
Publicis’ Frank Friedman, GroupM’s Ed Gaffney, Gray Television’s Becky Meyer and Hubbard Broadcasting’s Val Napolitano will debate the impact of automation, big data and targeting during a session at TVNewsCheck’s TV2020: Monetizing the Future.
Accenture’s Mike Chapman, OneMedia’s Jerry Fritz, FTI Consulting’s Mary Ann Halford and Sandhi Kozsuch, chairman of the Pearl group will spell out the opportunities that lie ahead for stations once the new transmission standard is in place at TVNewsCheck’s second annual TV2020 conference at NAB Show New York.
Fox Television Stations’ Frank Cicha, Sinclair’s Arthur Hasson, Debmar-Mercury’s Mort Marcus, Tegna’s Bob Sullivan and Warner Bros. Ken Werner will look beyond the networks for promising new programming opportunities at TVNewsCheck’s second annual TV2020 conference in October.
The senior research analyst at MoffettNathanson will be the opening speaker at a daylong conference about emerging and future revenue streams for the broadcasting industry.
The chairman of NBCUniversal’s Broadcasting and Sports division will highlight TVNewsCheck’s daylong conference about emerging and future revenue streams for the broadcasting industry.