BIA/Kelsey Digital Strategies for Broadcasting

For TV & Online, Content Is King, Not A Device

Adam Broitman: Expanding a station’s reach by placing Web content on an iPad is not the same as expanding its consumer experience. “Pushing content to other platforms is not the answer,” he said – it creates more reach but not more value.
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NetNewsCheck.com,

The way Adam Broitman sees it, it doesn’t matter whether audiences find content on televisions, the Internet or mobile. Rather, the kind of content on each device is what's important to successfully capture audiences and create an entire, engaging experience.

“We need to stop fixating on the devices and start and start focusing on the ecosystem,” said Broitman, a partner in the digital media service Circ.us, at Tuesday's Kelsey/BIA Digital Strategies for Broadcasting conference in Jersey City, N.J.

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What that means in practical terms for broadcasters, he said, is paying attention to multi-screen viewing to create full user experiences. Studies show that 59% of individuals use the Internet and watch TV at the same time.

That provides a wealth of opportunity for broadcasters to offer real-time chats about television shows while they are on, for instance.

“That is much more engaging and it wraps the consumer in my brand,” Broitman said.

And expanding a station’s reach by placing Web content on an iPad is not the same as expanding its consumer experience. “Pushing content to other platforms is not the answer,” he said – it creates more reach but not more value.

More effective are creations like the NBA’s TV companion and ESPN’s online real-time scoreboard. Those, in turn, function as separate advertising vehicles that can be sponsored.

“Expanding the experience allows us to start thinking of selling franchises,” Broitman concluded. “Someone could actually sponsor a franchise.”

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