[opendtv] Re: DTT tuner design
- From: Craig Birkmaier <craig@xxxxxxxxx>
- To: opendtv@xxxxxxxxxxxxx
- Date: Fri, 6 Jul 2007 08:54:14 -0400
At 12:31 PM -0700 7/5/07, johnwillkie wrote:
Remember this: with rare exception, TV stations have a 'voice." With rare
exception, cable TV systems have no "voice."
Really?
Cox cable is relentless with promotions for ALL of their services.
There are constant promos on all of the cable channels, constant ads
on radio and the broadcast TV stations, and direct mail (in addition
to the flyers that come in the bill). For broadcasters in these parts
there are some radio ads during sweeps. I have yet to see a promo for
DTV in this market.
That is, a general manager, news anchor, commentator, reporter, etc gives
voice for the station. Cable just has spots, no speaker.
You mean "Local Personalities?"
I could not tell you the name of any of these people in this market.
I might recognize a few if they are doing a public gig. They have
absolutely no influence on me. as obviously I don't watch them.
Cox Cable hired Danny Wuerffel, the Heissman winning quarterback of
the University of Florida's first national championship football team
as their spokesman. Who do you think is better recognized in this
community? Wuerffel or Paige Beck, the ageing news anchor at Channel
20, the news leader in town?
Or, announce a new innovative channel on your newscast. Tell viewers (most
of them on cable) that if they can't get it on cable, to call their cable
system, because the TV station has made it available to cable systems at no
extra cost.
First they actually have to create some innovative content to fill
that multicast. Channel 20 grabbed the CW when it became available in
this market and runs it in their multiplex at very low quality with
NO local "personality" other than the ads. The CW IS available on
cable here - but it AIN'T free, because Channel 20 charges Cox cable
for ABC in SD, HD and the CW in Low D.
Promote on-air (main channel) a giveaway contest that ONLY requires a
tune-in and timed response to one of the sub-channels. "If you can't get
this channel on YOUR cable, call your cable company and ask about their
prize giveaways."
Repeat and cycle as necessary. For real fun, start these promos a week
before retrans negotiations. Run the spots at least once per hour, and
preferably at times when cable CSR calls are lowest (requiring them to add
staff.)
Do it across a market, with -- avoiding antitrust -- coordinated scheduling
of spots so that they either all spread out across an hour, or they all come
at the same time (as needed, and mix it up.)
Should I go on?
No. Just explain why broadcasters have not been successful in the
past 50 years in making money with locally produced content (other
than news which is now a dying franchise).
Hint: Low Hanging Fruit Pickers
Broadcasters are just concentrating on carriage of the full transport stream
right now. If they don't get it at the federal level, it can quickly turn
to hand-to-hand combat. And, unlike cable, broadcasters only ask viewers
for their time ...
Broadcasters are concentrating on survival now. Their core audience
continues to decline each year and they haven't a clue about
harvesting the many local content resources that could form the basis
for legitimate services that could be carried in their DTV multiplex.
Fortunately, the politicians keep them propped up quite nicely thank you.
Regards
Craig
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