New York, Oct. 28, 2010—TVB today unveiled a completely redesigned website at the familiar url, www.tvb.org. The site features brand-new content such as Market and Station Profiles for all 210 DMAs, an Industry News section that will showcase the innovation efforts underway at local broadcast stations and video created specifically for the advertising community.
The new website reflects the trade association’s new externally focused, customer-centric mission announced by TVB President Steve Lanzano at TVB’s Forward Conference last month – where he also unveiled the new TVB logo and tagline Local Media Marketing Solutions.
“The next step in TVB’s re-branding initiative is the re-launch of our website with content designed to prominently promote stations’ multiplatform advertising value to customers.” said Abby Auerbach, TVB’s Executive Vice President and Chief Marketing Officer, who spearheaded the project. “We’ve changed tvb.org from a TVB-member site to a public, industry site that includes an easy-to-access member section. And, like our members’ many web offerings, we’ve made the TVB site state-of-the-art including RSS and a mobile webpage.”
The new site was created by Raven Creative, Inc. under the direct supervision of Carrie Hart, TVB’s VP/Marketing Research, and has improved navigation and a greatly expanded amount of content that is accessible by everyone. “Our new content strategy is to tailor our tools from a planning and buying perspective for our customers, and from a sales strategy perspective for our members,” said Ms. Hart. “We want our customers to understand the value proposition of local broadcast television when they go to our site.”
The content of the Members-Only section of the new tvb.org is still behind a password wall. But user names are now based on individual email addresses and will allow TVB members to self-assign their own, individually unique, passwords.
The refocus and redesigned website are the most visible signs of Mr. Lanzano’s mandate that the trade association help advertisers take full advantage of local broadcast television’s expanded offerings. “Television stations now have local HD programming, hyperlocal websites, mobile DTV, and digital subchannels that offer advertisers the synergy of local multiplatform advertising that connects with consumers at all their media touch points,” said Mr. Lanzano. “TVB’s refocused mission, including the completely overhauled website and new business development team, will include greater customer emphasis and helping advertisers find the best ways to market their products and services. All sales are local, and effective advertising must reach consumers at home, at work, and on the go, and local television stations meet all those challenges.”
The not-for-profit TVB (www.tvb.org) is the trade association of local television broadcasters. Its members include television broadcast groups, advertising sales rep firms, and over 600 individual television stations.
Click here to read the TVNewsCheck coverage of this announcement.