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TV broadcasting is facing the same digital disruption that reshaped newspapers and radio. History should compel broadcast leaders to aggressively transform their business, yet many are focused on staff and expense reductions with cautious AI implementation. While AI is a great start, it alone cannot drive the necessary transformation.
Broadcasters should take a page from the FAANG (Meta — formerly Facebook, Apple, Amazon, Netflix and Alphabet — formerly Google) companies that have captured billions from the ad economy. Over the past two decades, Facebook, Google and Instagram have built engaged communities, leveraged first-party data, and developed self-service ad platforms. What can broadcasters learn from their playbook?
Building Community = Building Value
Social platforms thrive because they cultivate communities. Facebook and Instagram engage users with content they don’t even produce, relying on algorithms and AI for personalization. Could local broadcasters create a similar dynamic by fostering community engagement?
Imagine a platform where viewers ask reporters questions about investigations or discuss how new laws affect them — publicly, with community participation. What if users could flag local issues, sparking coverage and action? While broadcasters currently rely on Facebook and X for this, the real question is: Can they create a community robust enough to stand on its own?
A strong community generates first-party data, the most valuable asset for ad targeting. FAANG companies require users to log in, providing a foundation for data-driven strategies. Can broadcasters offer compelling content, exclusive insights or a sense of belonging to persuade users to register?
Data And Ad Targeting: The Missing Piece
Early