Julia Silverton

Streamers often prioritise shows they want to watch rather than catering to the preferences of most Americans. To succeed, content creators must focus on their customers' tastes. "Popularist" programming—content aimed at broad appeal—can give platforms an edge in the streaming wars. While prestige and buzzy shows have value, their audience is smaller than many Hollywood executives assume, highlighting the need to balance acclaim with widespread popularity.

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𝗧𝗵𝗲 𝗜𝗻𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆 𝗢𝗳 𝗦𝗲𝗹𝗹𝗶𝗻𝗴 𝗟𝗶𝗻𝗲𝗮𝗿 𝗮𝗻𝗱 𝗦𝘁𝗿𝗲𝗮𝗺𝗶𝗻𝗴 𝗧𝗩 𝗦𝗲𝗽𝗮𝗿𝗮𝘁𝗲𝗹𝘆 In the ever-evolving landscape of television, the traditional boundaries between linear and streaming TV are becoming increasingly blurred. Yet, the industry continues to treat them as distinct entities, selling ad inventory separately for each platform. Some brands and agencies even lump streaming in with digital video and buy them that way.  This approach is not only inefficient but also fails to align with the way consumers actually view content. A Unified Approach: Premium vs. Non-Premium Inventory Consumers don’t differentiate between “linear” and “streaming” or “TV” and “digital.” To them, it’s all just “TV.” Given this, it’s time to rethink how we sell advertising inventory so that it aligns with the way viewers see it. Instead of the outdated dichotomy of linear versus streaming, we need to categorize inventory into “premium” and “non-premium” across both platforms. This is not as crazy as it sounds—it has been proven to increase CPMs and thus profitability. But first, a little on how it would work. “Premium inventory” e.g., top-rated originals, library hits and prime-time slots, would continue to be sold via direct sales. This method ensures publishers will continue to get top dollar for their best content, maintaining the profitability of their premium offerings. Direct sales offer a level of control and personalization that is crucial for high-profile offerings, whether those offerings are on linear or on streaming. The latter is key for two reasons: more and more viewers are becoming “streaming first” viewers, even if they still do keep a linear subscription, and more and more streaming services are rolling out originals and picking up sports rights. The combination means there is more premium content on streaming and that more people are watching it. All the more reason to sell it directly. Non-premium inventory, OTOH, is better suited for programmatic – or at least automated - sales. Automated buying excels at targeting specific audiences, making it an ideal solution for monetizing non-premium content. By leveraging data and automation, programmatic sales can connect niche audiences with the advertisers who are looking for them, thus maximizing value, fill rates, and utilization. Automated audience-based trading has long been the go-to for streaming inventory, but it’s time for linear services to adopt it too, at least for their non-premium inventory. This is not as painful as it sounds. Spot buying is notoriously inefficient for low-value inventory and uses up needless resources. Automating it has been proven to drive up profitability while also lowering trading costs. And by “proven” I mean “proven with real-world examples in markets outside the US.” READ THE REST ON TVREV https://lnkd.in/erJDT_3n

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Transparency, impartiality and measurement comparability are three of the seven principles underpinning the approach to regulating audience measurement in the EU. With the process underway the industry has established a collaborative body, The Coalition for Audience Measurement, to liaise with stakeholders and the regulatory authorities to contribute to a positive outcome for the industry. This significant development was outlined to those attending this year’s asi International Radio & Audio and Television & Video Conferences in Venice by Stuart Wilkinson of Kantar Media. Whilst these developments clearly have implications for currency measurement across Europe, they are also significant for public service broadcasters like the BBC which don’t rely on advertising revenue. Some of the non-advertising related issues that are of concern were highlighted by the BBC’s Director of Audiences Nick North. YANNICK CARRIOU, Director General of Mediametrie then introduced an expert panel to discuss some of the more important challenges to be faced, not least the possibility of agreeing a set of international standards for audience measurement. See each of these below. Lucia A. Koenraad Deridder Valerie Morrisson Justin Sampson Jon Watts European Broadcasting Union (EBU) egta

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In the dynamic realm of media consumption, the shift from free-to-air (FTA) television to advertiser-funded streaming television (FAST) signifies a remarkable milestone. The emergence of FAST, championed by industry giants like Amazon and Tubi, is reshaping content delivery with a focus on global reach and precise audience targeting. This evolution paves the way for broadcasters to harness streaming technology and data analytics, enabling real-time measurement of revenue streams. Explore more about this transformative era in television broadcasting: https://lnkd.in/eGx8zk8X

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UK #tvindustry - Lulled into a sense of security? "According to Evan Shapīro older viewers are likely to stream less and use less social video, but they’re watching “substantially more” broadcaster than younger audiences. “They also make up a greater percentage of the population and viewing audience in the UK than they do in the US, and so, their habits influence total viewing in a disproportionate manner. But this will not last forever.” Shapiro’s theme is the pressure awaiting broadcasters as demographics change. There is a sizable gap in viewing habits for the populations over and under 35. Streaming is growing at its fastest among eldest UK viewers; and a simultaneous drop in #Broadcast and #paytv, even with viewers older than 35." The UK TV market is moving towards #digitalisation, with BBC talking about going 100% digital within 10 years. In a recent Omdia survey, BBC iPlayer ranked 2nd in the UK to Youtube, and ITV registered more views than Disney. So digitally, the UK market is making moves towards streaming. And yet, I think in a few years with the demographic shifts, #publicservicebroadcasters will see less viewing, and the sentimental feelings that older generations and millennials like myself feel for the wide variety of content probably will be diluted. We grew our attachment to BBC and other channels through watching them through #lineartv it doesn't feel the same to younger generations. How to make the switch to digital is one thing. How to keep that emotional connection is another. It's not even traditional global #svods that are the rivals anymore as the research points out "With Millennials and Gen Z, YouTube and TikTok now rank first and third, bookending Netflix, and ahead of all broadcasters and pay-TV providers. In the first half of 2024, for all audiences under 35, YouTube pulled in more viewing time than all the Broadcasters – combined." Now, it would be great to see how much TikTok and YouTube data was from the #psbs that would really give insight into the state of consumption. On guess though, I'd say it would be negligible. So, the strategy can't just be focused on competing with Netflix, Disney etc. but the giant #socialmedia and #videoplatforms This message isn't just for #broadcastmedia but one for the government, regulators and the #mediaindustry as a whole to see the new reality. I was also interested to see Shapiro describe the BBC as "the only reliable, global, independent English-language video news organisation on the planet" I actually believe that there other independent media organisations that are also as reliable. It doesn't take away from the fact that from an American point of view, it shows the value and impact the British public service broadcast news to provide impartial, factual news, rather than the hyper partisan echo-chambers the US is all to used to. #newsmedia #news #tv #television #mediaindustry https://lnkd.in/eqQV6P3P

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Radio shines through emergencies & natural disasters. The real breakthrough is when your team can facilitate connection & community alongside your technology. https://lnkd.in/eS-BGpvn

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#Songwriters & #composers, a genuine question for you...... 1. If you use #MusicLibraries, who do you use and do they work well for you financially? 2. Would you sign an 'exclusive' deal with a music library that wants 50% of the song, without an advance? 3. Do you find that libraries in other countries often best suit your particular music style? 4. Have you ever had a sizeable income from a music library placement?

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Every market I attend and article I read these days points to the fact that TV's dominance is well and truly over - it's a question of figuring out what's next - and fast. For those (like me) who are trying desperately to figure it out, here's two good articles from C21Media and Evan Shapīro that point the way forward as the new media landscape becomes clearer. In a nutshell - The future is bright for those ready to innovate and align with where technology has taken our audience. #ContentEconomy #FutureOfMedia #DigitalTransformation #AudienceEngagement #InnovationInMedia https://lnkd.in/gspZMxEv

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Too many rules spoil the plot? The recent withdrawal of the second draft of the Broadcasting Services (Regulation) Bill has sparked mixed reactions in the media industry. While some see it as a positive sign, many remain cautious. Key takeaways: ➡ Relief, but not celebration: The extension of the consultation period for the first draft is viewed as a temporary reprieve. However, concerns remain about the first draft's content evaluation provisions, potential for censorship, and lack of clear guidelines. ➡ Seeking clarity: Industry stakeholders are eager to understand the government's true intentions. Is this a genuine move to incorporate feedback, or simply a delay tactic before implementing stricter controls? ➡ Call for open dialogue: Stakeholders demand for a more transparent and inclusive approach to media regulation. ➡ Focus on differentiation: A significant part of the industry reiterates the need for distinct regulations for linear TV and OTT platforms, acknowledging their fundamentally different models. ➡ Uncertainty persists: As the industry awaits the revised draft, a sense of uncertainty continues. Questions linger about how effectively feedback will be addressed and the potential impact on independent media and content creation. Let's discuss! #BroadcastBill #MediaRegulation #ContentFreedom Meanwhile for a deeper dive you can read exchange4media's hot take on the subject. Link is in the comments section.

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With Podcasting having an industry realignment as it matures as a media and the quick-money grifters moving on, The Podcast Host has an article on what are the biggest threats facing the industry this year: mediocre content, cost of acquiring new listeners, bland celeb-hosted pods. Surprisingly, not on the list, is AI... #ai #aivoice #generativevoice #artificialintelligence #podcasts #podcast #podcasting #singapore #spotify #amazonmusic #audible #applepodcasts

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Producers across the UK, US, and Australia are grappling with budget challenges as streamers scale back on high spending. Mid-market unscripted shows like lifestyle and travel series face cancellations, with Disney EVP Christian Drobnyk citing shifting dynamics in the linear-to-streaming transition. Industry leaders, including Kathleen Finch of Warner Bros. Discovery, advocate for creative co-productions to navigate the downturn while interest in local streaming originals wanes as the market remains uncertain.

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38% of consumers are now beginning their search for new content on their SmartTV operating system, indicating a significant shift in viewing habits. The SmartTV OS is poised to play a crucial role in content discoverability in the upcoming decades. Do you have a different perspective on this trend? #SmartTV #ContentDiscovery #ConsumerBehavior

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There is a perception that radio is loosing share due to all the options that have come out. From an research piece done by Signal Hill Insights "Radio on the Move" shows that AD18+ are still engaged with radio. With consumers listening an average of 7.7 hours per week radio is still holding the majority of share with 47%, with a close second in personal music at 37%. Personal music being vinyl, cd's or streamed is almost impossible to interact with as a marketer, and with this being the strong second it leaves Radio as the best medium to engage with your audience. I know the industry looks and sounds like its struggling with the closure and sale of stations. But it's the polar opposite, I can not stress enough how important radio audio is to markets, businesses and listeners. I always tell people "Radio is one of the last FREE mediums available" followed by there is a radio in almost every car, so that's a positive, and tells me that you can reach your demographic with the aid of Radio. #radiostrong #radio #marketing #Hamilton #Burlington #Oakville.

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