Home » 2013 (Page 2)

Let’s Get Local, Local…

Navigating local platforms – particularly hyper-local – can be daunting to a marketer with no natural roots in a community. Fortunately we’re long past the days of having to rely upon newspapers, Yellow Pages, and direct mail to deliver extremely local targeting. Today, local television broadcasters are much more than a single voice speaking to

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Singing a Local Song

Recently, a wise musical observationist said that one of the greatest gifts of music is that when different people hear the same song, they equate it to their own individual lives. Music is many things – it’s personal, it’s emotional, it’s visceral, it’s global. But it’s also very local.You might not hear a great deal

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The Red, White, and Blue of Our American Heroes Never Fades

America loves its war heroes. Almost every week you’ll find a heartwarming feature on a local news report of a soldier coming home to surprise their family – usually in some “throwing out the first pitch” type of hidden ruse. It’s an honor that’s at once both public and family-focused, and each one is well-deserved.

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3D’s Cautionary Tale

The recent announcement by ESPN that they were shuttering their ESPN 3D channel should come as a surprise, but it really doesn’t. The 75 million homes that had the network available in their homes hardly knew what happened — or that anything happened at all. So why did this promising new home technology falter? Basically,

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Feeding the Binge Viewer

Binge viewing is not a sudden craze introduced by Netflix downloads. It’s been the delight of viewing consumers for decades to customize their libraries of video entertainment (with the use of DVR and VHS) to “binge” on their favorite TV programs – remember 24? Lost? Heroes? But lately there’s been an implication that viewing has

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The 2012/2013 Television Season: The More Things Change…

When you look at the results of the past broadcast season, you might just find something interesting. It looks very much like last year. And the year before that, and the year before that, and before that, and so on. Over 90% of the top 200 A25-54 primetime programs airing during this season were on

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Broadcast – Alive, Well and Flourishing

by Steve Lanzano President and CEO, TVB Surprised? You shouldn’t be. Perhaps this is due to the annual onslaught of “Is Broadcast Dead?”-type headlines that surface around this time of the year. Assassinated by cable, done in by digital, suffocated by streaming, broadcast has finally cashed in this year. Again. Well, let’s take a quick

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Can You Put a Price On Trust?

From a consumer standpoint, there may be no more important measure than trust. If a brand has earned consumer confidence, those consumers are more likely to support that brand. So why do some marketers believe they are better served by national network and cable news, and ignore the most valuable, trusted and targeted programming available

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Live Plus Same Day: TVB’s Unshifting Position

by Steve Lanzano President and CEO, TVB Let’s say this commentary was posted yesterday, is it still of value to you today? What if you save it to read two or three days from now? Should your page view be counted? Of course your page view should be counted. In fact, it could be argued

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When Crisis Strikes Home, Viewers Turn To Hometown TV Stations

By Bill Fine President and General Manager, WCVB-TV Boston & Chairman, TVB The Boston Marathon is a major annual event, a spectacle all Bostonians know will always receive widespread local television coverage — typically uplifting stories of athletic endurance. We live for and love the third Monday in April. It is our own special holiday

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