After listening to other speakers talk about broadcaster’s digital strategies, DSB conference attendees heard from individuals helping broadcasters making it happen. Maribeth Papuga of MediaVest Worldwide started this panel off from the agency (buy side) with a warning for broadcasters that they do not have lock on providing access to consumers via digital platforms — there are many others who are entering this arena. The movement to these alternative platforms will be hard, but it is necessary for broadcasters to move into this area.

Echoing this warning Adam Broitman followed up by suggesting that broadcasters should not take the easy way out by just repurposing their over-the-air content. Instead, they need to embellish it more, add features and extend the consumer experiences by developing “branded experiences.” He also emphasized the need to develop communities and bring them together with these other activities, such as extensive use of Twitter accounts.

That was also a theme of Satbir Khanuja of DataSphere, who provided information Fisher Communications’ use of its hyperlocal Web sites. Clearly, these sites have provided substantial numbers of communities that this company has been able to generate noticeable revenues. Khanuja emphasized that local television stations were well equipped to develop these sites and become profitable in a short time. With so much unused news footage, local television stations can feed these hyperlocal Web sites with compelling programming, leading to noticeable traffic and generating revenues.

Finally, Chase Norlin of AlphaBird talked about the promise of online video syndication. Chase noted that this syndication allows advertisers to reach mass audiences on any screen, and the click-to-play audience is one that is engaged.

Clearly, broadcasters have some miles to cover to gear up their operations to take full advantage of the many different platforms available. This panel  provided some examples on how that path may be started.

Tags: Adam Broitman, AlphaBird, Chase Norlin, DataSphere, hyperlocal, Maribeth Papuga, MediaVest Worlwid, Satbir Khanuja, video syndication

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