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Picture’s Bright as Ever for Television, Despite Challenges from Social Media

Posted by admin on August 29, 2016
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The advancement of mobile technology has given digital advertising a viable platform but the internet has only helped make television and its advertisements more available. According to the Evening Standard, “television remains the most engaging entertainment medium despite, and even because of, our addiction to smartphones”. With companies like Google and Facebook accounting for nearly all the growth in digital ad revenue, TV is a more profitable option than online advertising.

Although the Evening Standard article opens by examining the beneficial correlation between digital and television platforms, it discusses the consumer relationship as well. “In this media eco-system, traditional broadcasting, with a daily schedule and appointment viewing, still matters because it helps us to navigate a world of limitless content”. This re-iterates this importance of live broadcasting, the reason television will continue to thrive.

To learn more, read the Evening Standard article here.

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HULU Aiming for 2017 Launch of Live Broadcast Channels

Posted by admin on August 24, 2016
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The streaming-video service, Hulu, is working hard to expand its business into live television. Hulu has been actively working for the last six months on this project, which includes, “cutting deals for local TV channels in markets across the U.S.” The main distinction between consumers who maintain cable subscriptions and those who’ve chosen to “cut the cord” is the opportunity to watch live sports and news. However, Tim Connolly, the senior VP at Hulu has made it a priority to offer this service, “Local TV provides the best content experience, so that’s what we want…to be able to watch the local game.”

Now that live-streaming video is a commonplace capability for internet networks, Hulu is ready to expand their personnel and create infrastructure for the service. Mike Hopkins, the CEO at Hulu had this to say, “We’re going to roll this out as soon as possible. Customers will have the option to buy Hulu’s live TV product as a standalone service, or bundled with the SVOD (streaming video on demand) service.” Nearly 80% of Hulu subscribers also have cable or satellite TV services but the push for adding live TV is clearly aimed at the remaining 20%.

By blending the on-demand and live platforms, Hulu is trying to offer all possibilities to their customers, which also results in more opportunities for advertisers. To learn more, read the Variety article here.

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After Strong Upfront, a Growing Optimism about TV

Posted by admin on August 10, 2016
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Digital platforms have been seen as the up and coming rival in advertising but ad fraud and viewability issues are sending buyers back to television. In a recent publication from MediaLife magazine, Bill Cromwell had this to say, “After a surprisingly strong upfront, new forecast predicts stronger spending this year on TV, a trend that may continue into next year if the current backlash against digital continues.”

Although ad fraud and viewability issues contribute to the movement away from digital advertising, the MediaLife article suggests there are other factors as well such as political and pharmaceutical spending. “The prediction for TV gains comes after a robust upfront that wrapped up much earlier than the past two years, thanks to greater demand from advertisers.”

To learn more, read the MediaLife article here.

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Lawmakers Question FTC About Ad Fraud

Posted by admin on July 19, 2016
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Two senators, Mark Warner (D-Virginia) and Charles Schumer (D-New York), have recently addressed the Federal Trade Commission in an attempt to regulate fake Web traffic, an issue that impacts not only advertisers but consumers as well. According to a study by the Association of National Advertisers, “online ad fraud will cost advertisers $7.2 billion globally this year”. Unfortunately, these losses will be offset by the consumer in the form of higher prices for goods and services.

In a letter to FTC Chairwoman, Edith Ramirez, the senators said, “Bots plague the digital advertising space by creating fake consumer traffic, artificially driving up the cost of advertising”. Despite the fraudulent nature of these bots, the senators also added that “many are advanced enough to analyze consumer web activity in order to re-target advertisements based on individual browsing preferences.”

It is important for both consumers and advertisers to be cautious of online ad fraud. Digital technologies have advanced quickly but reform will be necessary “to protect consumer data and mitigate fraud within the digital advertising industry”.

To learn more, read the MediaPost article here.

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Behind the Blackouts: Media Moguls Battle it Out

So far this year, there have been three battles between TV distributors and Media companies, in part due to the lack of new subscribers to TV, and the rising cost of carrying many channels to these satellite providers. Companies such as Viacom have become more profitable since 2010, while satellite TV providers profits have plateaued as they fight each other for new subscribers. The result has been bitter legal battles over carriage fees between companies like Disney, Tribune, DirecTV and Dish Network.

In March, Tribune pulled its programming from DirecTV after the two media giants failed to reach a settlement during contract negotiations. The result was the loss of local CW and Fox affiliates, including shows like “American Idol,” “Glee,” “New Girl” and “Gossip Girl.” Baseball fans were also in the dark, as they lost the Cubs and White Sox via WGN America, the Mets via WPIX-TV in New York, and the Phillies on WPHL-TV in Philadelphia. The deal was later resolved, but not without public scrutiny for both sides.

At the end of June, Dish Network dropped AMC Networks, which include channels AMC, IFC, We TV, because AMC Networks forced Dish to carry IFC and We, which Dish stated did not get sufficient ratings. AMC claims this is all just because of an unrelated lawsuit between the two companies; nonetheless, loyal Breaking Bad and The Walking Dead viewers are out of luck as the dispute continues.

And just Tuesday, Viacom pulled its channels from DirecTV after they failed to agree to a 30% carriage fee increase. Viacom’s channels, which include Comedy Central, MTV, Nickelodeon and many others, have gone black on their respective DirecTV stations. The result has been a scathing advertising battle, in which Viacom is now advising people to switch carriers, a negotiation tactic to get their 30% increase, says DirecTV.

DirecTV refuses to cave on the fee increase, and says Viacom is making a mistake and its ratings will suffer. Ms. Denson of Viacom countered that, ”in the long term, DirecTV will endure long-term asset loss from customers leaving or customers never coming on in the first place.”

Whatever the outcome ends up, we’ve been taking note of the bitter battles between satellite carriers and TV giants, and the industry’s cost pressures could mean the battles are likely to continue.

You can read more at abcnews.com.

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Tower Media to Represent CLTV Paid Programming

Posted by admin on April 07, 2010
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Tower Media is the new exlusive representative of CLTV paid programming.  To read more go to INewswire.com.

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