NBC has been failing for years to generate sufficient market share and revenues from its daytime television lineup so it's looking at Web and mobile products, according to an article in TV Newsday (http://www.tvnewsday.com/articles/2006/11/01/daily.3).
The article focuses on the dismal ratings of NBC's supposedly more "upscale" daytime shows, but the emphasis is clear. TV Newsday writes, "Having played all its daytime TV cards, NBC is now counting on the Web and mobile video."
The article quotes Jay Ireland, president of the NBC Universal TV Stations Group, who says, "We have got to reach our audience wherever they are.
"They want news and information whenever it happens and wherever they are."
Targeting local advertising
NBC has been the subject of lots of publicity resulting from its recent announcement of major layoffs, personnel shifts and program changes. But Ireland says that won't effect the Web and wireless businesses and their value to local TV stations.
"In fact, he says, by serving their local audience 24 hours a day and by being a vibrant video presence on the Web and on mobile platforms, the stations will become more pervasive and be in a better position to reap the local advertising dollars," TV Newsday reports.
Ireland says in the article, "Where we're really going to be selling is on the local and regional level. There, you can give an advertiser that doesn't have the capability to get on the broadcast channel an alternative way to be wrapped in the NBC brand....
"Our Web advertising growth over the past few years has been in the strong double-digits. That's helped offset some of the broadcast market weakness."
Wireless + local?
Hmmm. Local TV stations might be able to tap into local advertising by incorporating programs on their individual Web sites.
But how can the wireless industry offer local advertising opportunities for mobile TV when cellular is nationwide, if not worldwide? There are ways.
For example, in return for subscribers receiving free programs (the requirement to pay for a monthly mobile TV plan notwithstanding!), they could be asked to indicate their home city/state.
Local requirements
If you've ever looked at phones or airtime plans on a cellular operator's Web site in the United States, you've probably had to enter your city/state or zip code.
U.S. cellular operators certainly are busy trying to determine the best mix of revenue-generating mobile TV platforms: Unlimited monthly subscriptions, extra-fee premium channels, etc. They also need to figure out mechanisms for facilitating local/regional commercials.
It's a new and fascinating world for the wireless industry.
[Sent via TypePad wireless e-mail with RIM BlackBerry 8700g]
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