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LAS VEGAS — As content providers launch literally hundreds of channels of content, everyone is still looking for key pieces of original content that will allow them to break out and find their place in the ever-expanding video ecosystem. The trick is to do that on an ongoing basis while remaining on budget.
“The marketplace differentiator is original content. The challenge for FAST and AVOD and all the OEMs and players out there in that space is to really build their brands,” said Chris Regina, chief content officer, TCL America, during a panel at TVNewsCheck’s Programming Everywhere conference at NAB here last week.
“There’s so much ubiquitous programming, and you’ve got the same 500 channels everywhere,” Regina continued. “But realistically, what is the draw for that environment? Everyone still needs that one thing that can make it a destination and break out and create a brand.”
“I would add that local news is a differentiator,” said Marian Pittman, president of content, Cox Media Group. “A couple of years ago we couldn’t get the attention of a FAST platform, now there’s been a turnaround and we have FAST channels approaching us. Whatever your unique value proposition is, that’s what differentiates you.”
Beyond local news, the challenge is exacerbated for local broadcasters because they are not only feeling the budget pinch on the advertising side due to declining linear ratings, but because their affiliated broadcast networks are constantly upping the ante on the reverse compensation that stations are forced to pay to remain network affiliates.
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