Resources for tv
FCC May Shift Some TV Airwaves to Broadband
Posted by: | CommentsFrom The Wall Street Journal
Federal regulators are considering taking back some airwaves from television broadcasters and auctioning them off to wireless companies that want to add new wireless Internet services. FCC officials are focusing on the portion of the airwaves set aside for digital TV broadcasts.
“The record is very clear that we’re facing a looming spectrum gap,” says Blair Levin, a former telecom analyst who is in charge of crafting the FCC’s national broadband plan. The plan, which is due in February, will lay out various ways to increase broadband availability and usage.
Some broadcast-station owners are already expressing concern about the idea of shifting airwaves. They want to keep those airwaves for themselves. Many broadcasters would like wireless phones and other gadgets to come equipped with receivers that would allow consumers to watch digital TV. The National Association of Broadcasters says it opposes any FCC choices that “limit consumer access to the full potential of digital broadcasting.”
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Boomers Pay off For CBS
Posted by: | Commentsfrom BusinessWeek
At CBS it’s the same old, same old. With multiple sitcoms, police procedurals and healthy ratings it’s the very definition of Old Media. “They’ve proven anyone wrong who thought that no matter what a network did, their audiences would continue to erode,” says Andrew Donchin, an executive at Carat North America.
Now the interesting part: While CBS attracts older viewers than other networks (its average age is 55) its ability to attract large audiences is prompting advertisers, long obsessed with young viewers, to give the network a second look. CBS’ large audiences have helped it to charge an additional 10% or more for 30-second ads compared to earlier this year. As a result, CBS will generate $4.7 billion in advertising revenues this year, allowing it to sneak past NBC.
CBS CEO Leslie Moonves likes to called advertisers’ fixation on young viewers simplistic. Now, with the under-50 set hurting from the Great Recession, his theory makes more sense. “Someone needs to show me where an 18-year-old consumer buys more than a 50-year-old,” he says. The question for CBS is what will happen to its boomer-friendly advertisers after the downturn.
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Case Study: Redstone Properties
Posted by: | CommentsBackground
Redstone Properties develops and markets waterfront property in regions throughout the Northeast and South. Their sales centers are located near the properties and the local offices work together with a centralized marketing team to generate leads from a 50-150 mile radius of the development.
Problem
Redstone found an increasing need to use Television, Cable and Radio, to supplement their print, direct mail and online activities. Due to the numerous markets they work in and the need for quick turn-around in their fast paced business, Redstone found it impossible to handle all of the creative and buying responsibilities.
Solution
AIM prepares media plans on a quick turnaround allowing them to buy multiple markets quickly and efficiently. AIM uses local media contacts that offer better pricing, packaging and inside market knowledge, giving Redstone an edge. AIM also worked to develop D.R. TV tracking strategies to drive down the cost per lead and help deliver increasingly greater ROI, essential in a challenging economic environment.
Result
Redstone is able to focus on their core marketing needs, freeing up personnel to handle essential sales and marketing support and development of new strategies.
