Crack the digital code and avoid death

Diane Mermigas offers yet another intelligent and thoughtful column today loaded with good advice for broadcasters:

Broadcasters’ best hope is using digital broadband technology to capitalize on their unique ties with local consumers, advertisers and communities that can be the targets of digital broadband personalization that make for grass-roots media. But even the biggest markets can absorb only so much leveraging of local news, sports, weather and other content across all media platforms.

…If highly localized and customized content that is more relevant, spontaneous and valuable to consumers and advertisers is where new media is headed, why aren’t more broadcasters following?

…In order to protect their turf by cracking the digital code and avoid death by ad-skipping, television broadcasters must seize the only factor over which they still have some control. They must have the courage to alter their fundamental business understanding that they are smaller, but critical players in a larger, more diverse media pool because of their long-standing close ties with individual consumers and advertisers.

I couldn’t agree with her more, and I’m looking forward to meeting with Diane at a conference in Seattle in late February. We’re joined-at-the-brain, if you know what I mean, and I may just record our conversation for iPod download.

Comments

  1. She covered a LOT of ground in a short period of time. From where I sit, one of the key points is that "Broadcasters’ best hope is using digital broadband technology to capitalize on their unique ties with local consumers, advertisers and communities." While this is true, broadcasters continue to cede those relationships to Google via AdSense and soon to be radio. In fact, they are helping Google ‘steal’ those relationships by actually running Google ads on their own broadcast sites!

  2. Ian, Thanks for your comment. Please explain "…and soon to be radio."

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