9:05am
In an era defined by unprecedented choice and shifting viewer habits, the original purveyor of television is not just surviving; it’s evolving. On this panel, we will bring together key content distributors, innovative technology companies, and insightful content owners to explore how free over-the-air television, supercharged by advancements like NEXTGEN TV (ATSC 3.0) and the strategic use of multicasting, is staking its claim against traditional cable, the rapidly expanding universe of Free Ad-Supported Streaming TV (FAST), and the premium content kingdoms of Subscription Video on Demand (SVOD).
For decades, broadcast television was the undisputed king of home entertainment. The rise of cable brought channel proliferation, followed by the on-demand revolution ushered in by SVOD giants. More recently, FAST channels have emerged as a significant force, offering a lean-back, linear experience with no subscription cost, often fueled by library content. This session will delve into how digital broadcast television is navigating this complex and competitive arena. Discussion topics will include:
The NextGen TV Advantage: We’ll explore how the rollout of ATSC 3.0 is a game-changer for broadcasters. With capabilities like 4K Ultra HD picture quality, immersive Dolby Atmos sound, enhanced localism through targeted advertising and content, interactive features, and robust emergency alerting, how are these technological advancements being leveraged to offer a compelling alternative to other platforms?
Multicasting as a Competitive Tool: Digital television’s ability to offer multiple channels (multicasting or “diginets”) from a single broadcast frequency has unlocked new revenue streams and content diversification. How are broadcasters utilizing multicasting to serve niche audiences, expand their reach, and offer a breadth of free content that rivals the curated channels of cable and FAST services?
The Value Proposition in a Subscription-Fatigued World: As consumers navigate multiple streaming subscriptions, “subscription fatigue” is a growing reality. How does the free, high-quality, and increasingly sophisticated offering of digital broadcast television present a compelling value proposition? How can broadcasters effectively market this advantage?
For Content Owners: What are the evolving strategies for creating and licensing content in a landscape where broadcast, FAST, and SVOD all represent viable distribution paths? How does the reach and local connection of broadcast factor into these decisions?
For Content Distributors (Broadcasters): How are you curating a mix of network programming, syndicated content, local news, and multicast channel offerings to compete for viewer attention minute-by-minute? How are data and analytics from NEXTGEN TV informing these content strategies?
The Technology-Driven Future: Beyond NEXTGEN TV, what other technological innovations are critical for digital broadcast to maintain and grow its competitiveness? How are technology companies empowering broadcasters in this evolution?
Navigating the Ad Sales Battlefield: With FAST services rapidly capturing ad dollars and SVOD platforms introducing ad-supported tiers, how can digital broadcast leverage its unique strengths—including local reach and emerging NEXTGEN TV capabilities like targeted advertising—to compete effectively for advertising revenue?
Defining Localism in the Digital Age: Local news and community programming have long been cornerstones of broadcast television. In an increasingly globalized media environment, how is digital broadcast reinforcing its commitment to localism, and how does this differentiate it from national or international streaming services?
The panel will offer unique perspectives on these critical questions, shedding light on the challenges and, more importantly, the significant opportunities that lie ahead for digital broadcast television. Join us as we explore the strategies, technologies, and content innovations that are ensuring over-the-air television remains a vibrant and essential part of the media ecosystem for years to come. Panelists include:
