Feb 04 2008
TV Stations Seek Shows to Put Online
This year at the National Association of Television Program Executives conference, the hottest topic was online syndication. The online video niche is starting to become main stream for TV stations, as old school media is starting to embrace video technology.
Consumers are more mobile now, than any other time in history. The amount of people who actually sit down and watch TV these days has descreased since the old days. I know I probally watch about 1 hour of TV a day these days. One reason is because I find the commericals very annoying and loud. Additionally, most of the time you can find the shows you are looking for online without having to rely on your TV.
Video advertising is going to be one of the new waves for local advertising in the coming years. The main reason online syndication will be very successful is because it puts the power into consumers hands. They will determine when it is best to view the show or content, not the Station. This will include a new wave of personalized video commercials for consumers where they will have a choice of subscribing to. It will be interesting to see all the new technologies that will be developed for website developers to implement into their websites in the coming years.
This year at the biggest conference in syndication — where local affiliate stations fill their shopping carts with enough content to keep their schedules lively — the hottest topic was online syndication. In this emerging part of the market, stations buy syndicated programs to show on their Web sites, and they sell advertisements with those programs to local businesses.
Local stations know how to use their Web sites to deliver sports scores and updates on school closings, but they have shown little ability to lure viewers with original content or to convert page views into dollars.
