Today, we're overwhelmed with news, information and entertainment options.
Whether you're at home or away, broadcasters are all vying for your attention, your time, your money.
That's the evolutionary shift the NAB (National Association of Broadcasters) show participants and attendees struggle with these days.
It isn't easy to move into new, uncharted areas.
It used to be it was big studios, big iron, and big cigars.
Now, it's less about being vertically integrated than knowing how to loosely, flexibly integrate and leverage resources.
One of the highlights of the conference, for Weston, was finding that many of the video technology vendors were not offering just hardware, but integrated business models to help broadcasters protect, repurpose, recycle, and most importantly make money from their content - offering potential solutions and approaches.
Another was the increasing presence of non-traditional broadcasters - particularly big firms like Lowe's, Safeway, Target, McDonald's, and Starbucks. These firms face many of the same challenges as broadcasters, and are perhaps even more innovative in finding ways to connect with their audiences and provide them with attention-holding content across a variety of outlets and devices.
There were also lots of ideas about possible pricing models for online video advertising; despite all those metrics, there's no settled industry standard for measuring online video viewing or its value to advertisers. Nielsen has a proposed solution, but it's got a way to go to prove itself the successor to ratings and CPM.
There was, as there is at almost any technologically-oriented conference, a lot of talk about the cloud. At NAB, a lot of this was focused on the potential of using the cloud as a way to connect broadcasters with the myriad freelance teams that produce a lot of their content. But Weston wasn't convinced that the industry had figured out how, exactly, this would happen. In the meantime, he advised that broadcasters invest in their own off-line storage and archives, not just for posterity but on the chance that archived content may become valuable again.
As Weston notes, it all comes down to this -
The heart and soul of NAB isn't about you (being a broadcaster); it's about leveraging content for the maximum ROI (return on investment).
Source - Content Insider 228 - NAB Wrap: Content Anywhere, Anytime Needs to be Monetized, Saved. Broadcast Newsroom