Feature Commentary

A column where industry thought leaders share their POVs on issues that affect the broadcast media industry. (Feature commentaries do not necessarily reflect the opinions of TVB.) We welcome your feedback to: commentary@tvb.org.

In Defense Of Swapping: TV Programmatic Inventory

7-30-15
“Concern over sufficient quality inventory has been a challenge to the acceptance of TV programmatic platforms. But there’s a precedent: broadcasters swapping their most valued video inventory with outside sales entities for cash or the promise thereof.” — Mitch Oscar, President HocusFocusMore >>

How Television Won the Internet

7-06-15
“Television shows can be sold again and again, with streaming now a third leg to broadcast and cable, offering a vast new market for licensing and syndication. Television is colonizing the Internet.” —Michael Wolff, media columnist, author of  “Television Is the New Television: The Unexpected Triumph of Old Media in the Digital Age.”More >>

MBPT Spotlight: Liberty, Equality and Fraternity for All TV Advertising

6-26-15
Consumers no longer discriminate between individual time slots or networks or even major mediums, instead mixing and matching to fit their demands at any given place or time. It’s an incredibly liberating proposition that promise to take television – the “new” television – into places it’s never broached before. — Brendan Condon, CEO, AdMore   …More >>

Madison & Wall: No Advertising? Cannes Do

6-19-15
“Television arguably best satisfies the goals of marketers focused on reach, frequency and brand awareness in a lean-back environment better than any alternative. Similarly, digital advertising exists because most advertisers relying on the medium do so because it satisfies certain other goals – such as engaging with narrowly-defined groups of consumers or driving them to a direct action such as buying something over the web – better than alternatives.” —Brian Wieser, CFA, Senior Research Analyst, Pivotal Research Group   …More >>

During Baltimore’s Painful Week, Local TV Reporters Shine

5-01-15
“I don’t want to talk to or hear from anyone who can’t recall what Baltimore was like long before this Monday. I’d rather watch local anchors such as WBAL’s Barry Simms, who reported all day on Tuesday from the block where he was raised.”— Stacia Brown, Writer & Contributor, The Washington PostMore >>

Madison & Wall: TV: Reaching To The Converted

4-10-15
“TV’s reach has held up over the past several years, with the vast majority of American households watching each of the largest broadcast networks, whose dominance over cable networks continues…The reality is that broadcast network programming remains as important as it has been for many years for the vast majority of the population.”—Brian Wieser, CFA, Senior Research Analyst, Pivotal Research Group    …More >>

Are You Ready for Data Science?

3-13-15
“Having the right architecture for your data science function is as important as having the right architecture for your physical work environment.” — Shelly Palmer, Managing Director, Digital Media Group at Landmark Ventures…More >>

Local Broadcast TV’s Integral Role in American Culture

2-27-15
The ability of local broadcast TV stations to serve our nation’s local communities rests on the existence of viable revenue streams that Congress has traditionally made available to promote local television service.  Compromising the ability of local TV stations to compete for such revenue streams would create a regulatory imbalance that would threaten the unique benefits of localism and ultimately jeopardize the future of local broadcast TV. …More>>

Changes, Fast and Slow: Horizon's Bill Koenigsberg on the Upfronts, Viewability and More

2-13-15
If you committed all your dollars then that kind of ties your hands in terms of reacting in real time, said Mr. Koenigsberg.…More>>

Mobile Marketing: Still Early Innings For Brands

1-16-15
Brands are beginning to put much more serious resources into mobile marketing, especially including the development and promotion of apps. We continue to see mobile advertising and app-install ads as still in the early innings of a very long game.— Brian Wieser, CFA, Pivotal Research Group…More>>

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