10:30am
This session will explore how TV stations are launching streaming services devoted to news and other local content, in a bid to build and monetize new audiences and to counter the impact that pay-TV cord-cutting has had on their reach. Local TV’s embrace of streaming already appears to be meeting with some success: according to research from TVREV, not only do 68% of Gen-Zs and younger-Millennials regularly seek out local TV news on streaming platforms, but 36% of 65-and-olders have streamed their local news. Panelists will explore such questions as: How successfully are local streaming services catering to the advertising needs of small businesses, and can those services build a viable business on such hyperlocal advertising? What new advertising formats and what new technologies and services for buying, producing and targeting ads are emerging in this space? What kinds of granular data are being generated by local streaming services and how is that data being used? What kinds of news programming and other content are proving popular on these new services and how are local stations and their newsrooms adapting to meet the demand for that content? Panelists include:
