Getting back to basics, what pays the bills?
In the case of local television, it is advertising.
Local businesses that advertise on television
experience a greater awareness in the community, which typically relates to business growth
or at least to steady revenue. The trick is to
Who better to create, manage and deliver that media experience than
the people who know everything about how media works? Who better to
sell that service than those who know the local advertising market? The
local broadcaster with the new jobs these projects created, that’s who.
figure out how to provide more slots for local
ads and take advantage of various emerging
methods of targeted advertising.
Additionally, broadcasters can use the
downtime at the station’s “lights-out” studio
and remote crew to help shoot and produce
local spots. We used to see this done live decades ago, but it was expensive when using
tape and linear techniques. With newer technologies, these types of activities are no longer
So where are the jobs?
Let’s consider a concrete scenario in our
new lights-out, nonlinear world.
A local community college wants to ad-
vertise a newly launched course. A spot can
be aired on linear TV by a local station that
is operating lights out, automated and with
very low staffing levels. But once the spot
is aired, how do viewers obtain additional
information? The parents might use the
phone to request a prospectus be sent to them
through the mail, but the kids will head to
their bedrooms for a rich-media experience
to fill them in on the details.
There’s no doubt that the media business is
changing, but it certainly isn’t shrinking. With
all the visual media being produced and consumed these days, the “You Tube Generation”
is creating an environment where trust and
brand have become massively important.
Local broadcasters have invested years of
diligent work to earn the solid brand loyalty
they now enjoy. It’s time to reap the benefits
by leveraging your call-letter brand assets to
create new revenue opportunities.
Stan Moote is vice president of business
development, Harris Broadcast.
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