How can broadcasters stay relevant in the digital era?

dumont
May 17
2 min read

Staying relevant in the digital era requires broadcasters to pivot from a linear, schedule-driven mindset to a data-driven, audience-first content and distribution strategy. Here’s a structured approach based on successful transformations in the industry:

1. Adopt an Omnichannel Content Distribution Strategy

FAST Channels: Leverage Free Ad-Supported Streaming TV platforms like Pluto TV, Tubi, and Samsung TV+ to reach cord-cutters and generate new ad revenue streams. Example: CBS News created multiple FAST channels to extend its content’s lifecycle and tap into programmatic CTV ad budgets.
Social Video Platforms: Repurpose broadcast content into short-form formats for TikTok, YouTube Shorts, and Instagram Reels to maintain cultural relevance and drive discovery among younger audiences.

2. Monetize Through Advanced Programmatic Advertising

Partner with SSPs (Supply-Side Platforms) and DSPs (Demand-Side Platforms) like Madhive to tap into national and local ad budgets programmatically.
Implement audience extension strategies: Sell inventory beyond your owned-and-operated platforms by leveraging CTV and OTT inventory to extend reach for advertisers.
- Case Study: Hearst Television increased digital ad revenue by packaging linear and digital inventory together through Madhive, providing precise local targeting.

3. Leverage First-Party Data and Identity Solutions

Build or enhance first-party data assets using authenticated app environments and newsletter registrations.
Partner with identity resolution platforms (e.g., Experian, TransUnion) to improve addressability and measurement across devices in a cookie-less environment.
Prioritize data clean rooms for safe sharing of audience data with key advertisers.

4. Create a Modern Content Supply Chain

Use cloud-based solutions to streamline content versioning and localization for digital platforms.
Leverage AI for content tagging, metadata enrichment, and predictive content performance insights.

5. Invest in Original Digital-First Content

Produce content specifically designed for digital and streaming platforms. It doesn’t have to be expensive—authenticity and relevance often outperform production value online.
- Example: Nexstar’s NewsNation expanded its reach by launching bite-sized, opinion-free news segments on YouTube and TikTok.

6. Develop Strong Partnerships with OEMs and CTV Platforms

Secure premium placement on smart TV platforms (Samsung, LG, Vizio) to ensure discoverability.
Negotiate favorable revenue shares for FAST channel carriage.