Phil Kurz /
04.16.2009 11:41 AM
Mobile distribution connects stations to younger demographic

TV newsrooms increasingly are tapping into three-screen strategies to keep viewers better informed, build their news brands and protect and grow their audiences.

When it comes to mobile, viewers in particular have responded with strong demand for local updates on unfolding weather emergencies, news and even sports and traffic information.

Beyond this sort of fundamental news distribution function, however, mobile platforms offer stations a way to market and brand themselves to an audience they otherwise might be unable to reach. How best to accomplish that, however, is far from well established at this point in the game.

The NAB Show looks to explore the topic Wednesday, April 22, during its “Mobile Marketing That Works” panel discussion. Among panel participants will be Greg Estes, VP of marketing and client services at Mozes.

Mozes, a Palo Alto, CA-based company, has helped record labels, sports teams, politicians and others tap into the power of mobile phone marketing. During the panel, Estes will discuss lessons the company has learned about the power of mobile marketing in the music industry that may be applicable to broadcasters. According to Estes, of particular importance is using mobile to connect with 14- to 30-year-old audiences. I spoke with Estes prior to the NAB Show to learn more.

This week’s Sound Off interview with Estes is presented as a podcast.

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