Diane Mermigas: On Media » Blog Archive » TV’s Salvation: Hyper-Local Cross-Platform ContentWith the door on innovation wide open, the government-mandated switch to digital could not have come at a better time. It will prove a saving grace for TV stations that proactively seek to redefine their local agendas and utilize interactivity to benefit consumers and advertisers. KWTV’s Web site is clear in its mission to keep its Oklahoma City constituents safe with its comprehensive storm and tornado education and alerts.
The Feb. 17, 2009 switch will be a make-or-break time for local TV broadcasters that are looking to thrive in a transitioning business. The Federal Communications Commission says 97% of all commercial TV stations are on the air in digital or will be ready by the deadline. Some of the new dollars are siphoned from local-market direct mail, television and newspapers. Some of it is new spending and an infusion of marketing and advertising dollars that would not be spent, particularly in an economic downturn.
When all media is digital media, then all marketing will be database marketing. "Bold" "Provocative"
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