Tackling Advanced TV Options at TVOT New York

For a number of local station owners next year39s deployment of Advanced Television Systems Committee39s upgrade technology under the NextGen TV banner which can incorporate both Internet Protocol and 5G transmissions will be a universechanger in their businessamp160 quotYou really can pinpoint the consumer where they arequot declared Klarn DePalma president of Meredith Corporation39s MNI Targeted Media unitamp160 quotYou can reach any audience target and attribute if the client is willing to do itquotPlans on the part of individual station groups call for rollouts inside the top 60 markets by the end of 2020 with the rest of the top 100 markets and beyond engaged with ATSC 30 by the end of 2024amp160 Although consumers may catch on in quick fashion Sinclair Broadcast Group chief research officer Rob Weisbord suggested that advertising agencies and media buyers may delay their involvement until most of the nation can take the range of new services stations can deliver through ATSC 30quotYou need that time to reach everyone because the buying community is not readyquot Weisbord saidamp160 quotThe first thing for stations is to build the brand then work on the dataquotSyncbak chief executive officer Jack Perry urged the station owners to reach the advertising community with updates on how their deployments are coming along as well as what services they will launchamp160 quotEducate them on the potential for thisquot Perry saidamp160 quotWe need to let the buyers know what we are dealing withquotStation owners might want to take a page from the phenomenon of smart TV sets and TVconnected devices over most of this past decadeamp160 That means involving advertisers and ad agencies in the notion that ATSC 30 is a learning curve to a big marketplace payoff said Hulu local advertising sales vice president Jennifer Mock Donohueamp160 She noted that plenty of quotinteresting internal discussionsquot in the short run about the public turning to smart TVs as their main viewing option amp8212 currently on the order of more than 10 billion hours a month amp8212 have resulted in growing participation with Hulu39s adsupported formatamp160 The Disneyowned venture attracted more than 15 billion in ad sales last year and is expected to pull in at least double that amount for 2019Once stations deploy NextGen TV they should be as aggressive as possible to turn local events into content opportunities Perry saidamp160 quotBe on a mission to enable them to do hyperlocal contentquotThanks to Netflix39s Bandersnatch the Emmywinning episode of its Black Mirror movie series and its reality series You Vs Wild amp8212 followed by the recent launches of Food Network Kitchen Portal TV from Facebook and other projects amp8212 interactive TV and the overall state of the medium quotmight be on the verge of our next Birth of a Nationquot proclaimed Zane Vella pictured below left Comcast39s vice president of product for advertising and interactivityamp160 quotWe39re way past debate on whether TV is a leanback or leanforward experienceamp160 We39re now in the leanforward experience eraamp160 The question is Which way is the gold minequotHovercast chief executive officer Eli Steinberg above right agreed with Vella that ITV is at a quottouchpointquot right nowamp160 How fast and far the content ramp goes will depend on putting out engaging experiences that satisfy the audience39s desire to control what goes on amp8212 and in time how things turn outquotThat39s a drastic shift in the current landscapequot Steinberg saidamp160 quotThe audience is readyamp160 Allow people to have meaningful participationamp160 It39s like you have a second writer39s room have the audience curate your show and make it better so everyone winsquotJust Roll With It Disney Channel39s series where the studio audience dictates what comes next at various points throughout an episode while cast members are grouped backstage exemplifies the interactive course Vella and Steinberg foreseeamp160 Disney Channel officials were so delighted with the early viewer reaction to this mix of scripted and onthespot improvisation that they approved a live hourlong episode this past October where both studio and home polling were tabulatedamp160 Just Roll will be back for a second season next yearFor both executives online livestreaming platform Twitch is the direction ITV will pursue in a big way where both live content and social medialike reaction to it appear sidebyside on the screen giving producers the freedom to adjust their programming on the spotamp160quotThis is where we need to go as an industryquot Vella addedPictured at top left to rightamp160amp160Jennifer Mock Donohue vice president of local advertising sales at Hulu Jack Perry founder and CEO of Syncbak Inc Klarn DePalma president of MNI Targeted Media amp8211 aamp160Meredith Corporation Company Rob Weisbord president of local news and marketing services at Sinclair Broadcasting Group and Brendan Condon CRO of Effectv amp8211 aamp160Comcast CompanyPhoto credit TVOTClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Tackling Advanced TV Options at TVOT New York

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Simon Applebaum

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