03.10.2009 02:33 PM
To win new online revenue, TV stations should establish new brands

Pete Conti Jr., senior VP of Borrell Associates, a research and consulting firm that monitors the ad market and helps media clients identify executive strategies, believes it’s time local TV stations rethink how they approach the Internet.

At the Competitive Television Summit in Orlando, FL, Conti said it’s time for TV stations to reconsider how they brand themselves online. He pointed to two popular movies, “The Matrix” and “Terms of Endearment,” to make his point. Some brands can be merchandised and extended, some can’t. “The Matrix” action figures, games and bubble gum make sense. But it’s hard to imagine a “Terms of Endearment” action figure, he said.

So too, TV stations seeking new revenue on the Web should embrace establishing other online brands that can be extended into new markets while separately maintaining their core TV brand, he advised.

This week, Conti discusses the Internet, ad revenue, branding and what stations can do to become more successful online.

Tell Us What You Think!
IPTVU invites response from our readers. Please submit your comments to editor@broadcastengineering.com. We'll follow up with your comments in an upcoming issue.



Comments
Post New Comment
If you are already a member, or would like to receive email alerts as new comments are
made, please login or register.

Enter the code shown above:

(Note: If you cannot read the numbers in the above
image, reload the page to generate a new one.)

No Comments Found




Thursday 10:05 AM
NAB Requests Expedited Review of Spectrum Auction Lawsuit
“Broadcasters assigned to new channels following the auction could be forced to accept reductions in their coverage area and population served, with no practical remedy.” ~NAB

Wall Street Communications /   Friday 06:11 PM
Primestream Products on Display at CAPER 2014:
Wall Street Communications /   Friday 04:13 PM
Wohler Products at CCW 2014

 
Featured Articles
Exhibitions & Events
Discover TV Technology