How to Make Localized Streaming Work
Making streaming platforms more accommodating for localized audiences still faces several challenges. Chris Pfaff，首席执行官， 克里斯·普法夫科技媒体，首席执行官吉姆·朗问道。 Didja.tv, why there aren’t easier ways for local, or even hyper-local content to reach devices.
“The primary reason is that the major networks can control internet distribution these days, because the FCC has not deemed the internet to be on the same par as cable, 卫星, 和电话,朗说. Instead of local stations being able to negotiate with internet distributors, Long says that they must negotiate with not just local stations but with the major networks in New York 和 Los Angeles, which is an almost impossible task.
Rob Dillon, Head of Digital Product, 直箭新闻,同意. “You don't deal with independent stations anymore, right?他说. “And so, you’ve got the gatekeepers. Nexstar 担心的是 哥伦比亚广播公司 和 狐狸 和 美国全国广播公司 快乐. They don't care about their local channels being local.” He emphasizes that in the old days, it took millions of dollars to start a TV station, with expensive infrastructure such as a broadcast tower. But now, it can be done digitally with a professional setup 和 relatively inexpensively. He says that he 和 Jim Long created a project that tried out this new approach. “We were active for a year in Kokomo, Indiana, which has never had a news bureau,他说. “We did work with the mayor, 警察部门, 和 we were getting some pretty good stories out of it…we learned a lot of best practices.”
Long进一步阐述. Their approach was “keeping the broadcast bundle together on the internet, serving it through our own app, 但更重要的是, serving it through third-party apps [with] dynamic ad insertion, 等. And then on another part of the app, we put hyperlocal channels: high schools, 当地新闻, local music venue channels, 诸如此类的事情. And these old ideas tie the community together. If some parent is watching their women's volleyball game from their local high school, they're going to switch over 和 watch the broadcast channels.” He says that people still love the classic broadcast experience of discovery 和 channel changing. “So, we look at it as a way to tie the communities together 和 to get more money for broadcasters,他说.
Learn more about Localized Streaming at 流媒体西部2022.
看 完整的视频 from 流媒体 East 2022.
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