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: email@example.com.
Jon Swallen Chief Research Officer, Kantar Media Intelligence North America discusses cable's ad revenue increase via the addition of what basically amounts to one more :20 ad per hour annually since January 2010.
If there is a single most important take-away from the PR effort associated with this news, it is that it may serve to highlight how "reach" can be more important than impressions or ratings, especially in context of our focus on why we have argued that television dominates the media budgets for most of the world's largest brands. Reach matters more than ratings from a planning perspective, and planners are more influential than buyers in allocating budgets across media.
Jack Myers shares his predictions for how the digital media ecosystem will emerge; what the future holds for content; and how marketers, agencies and media companies will respond. Jack’s predicts the future of Google, media buying and planning, TV networks, and the network TV Upfront.
Bruce Goerlich, CRO, Rentrak discusses the power of local TV in its localness—its ability to connect and unite communities. The best example of this is the reaction of TV viewers to traumatic events.
Dennis Wharton of The NAB discusses Time Warner Cable's urging of "reform" of retransmission consent laws and their "concern" over rising cable rates.
Our hearts go out to the people of Moore, Oklahoma who suffered unspeakable losses in the wake of this week's tornado. We are proud of the critical role local broadcast television played in the lives of Moore citizens and "friends of Moore" that tuned in from across the country. In this featured article, Brian Stelter of The New York Times discusses this latest tragedy, and how local TV news professionals rose up in the face of utter devastation. "The live pictures and reporting...reminded some of the enduring value of local broadcasters at a time when apps and social networks tend to get more attention."
Karen Herman, director of the TV Academy Foundation's Archive of American Television reflects on her 1999 interview with Fred Rogers and his thoughts on the power of television to educate.
Andrew Dodson of TVNewsCheck expresses a deeper appreciation for the magic of broadcasting.
We recently conducted a survey of media industry participants, cutting across different functions to gather a broad perspective on the state of advertising. We heard almost universally that uncertainty in the macro-economy is having no impact on advertising budgets.
In response to commentary by Ed Rabel critical of local TV news, the president-GM of WXII Greensboro/Winston-Salem, N.C., rebuts: "We live in a new golden age of over-the-air television. Leading stations with strong newscasts find themselves offering more services to more people than ever before."
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