Source: https://www.linkedin.com/feed/update/urn%3Ali%3Ashare%3A6962534183642546176
Los Angeles Times Want to watch free TV? #Free #TV is Back Again… #Without #Cable: TheFreeTVProject.org: “The only place cord-cutters and cord-nevers can watch live sports for free is going to be on over-the-air television… #Free is an incredibly compelling #consumer #proposition.” https://lnkd.in/geWr343n:
#Business #Models #Digital #Transformation:
#Consumer #Behavior #Trends
#BackToTheFuture: As #inflation puts pressure on household budgets, consumers are taking a closer look at how much they spend on #subscription #streaming services. One way to bring that cost down is adopting the #original #TV #technology — over-the-air antennas that capture #broadcast #signals without a connection to a cable box, satellite dish or internet. The monthly #price for watching is the same as it was when RCA Chairman David Sarnoff flipped the switch on the #first #commercial #TV #station at the 1939 New York World’s Fair: #free. But many Americans who grew up with #cable #TV and #streaming don’t realize that free over-the-air broadcasting exists or understand how it works.
#LostInTranslation #Cable #ValueProposition
The E.W. Scripps Company, CN media company that owns 61 TV stations nationwide, is out to change that by spending $20 million on an #education and #marketing campaign to help consumers understand the use and benefits of over-the-air antennas at a time when #managing their #TV #sources is more #complex than ever. Scripps launched a website — TheFreeTVProject.org — where users can type in their ZIP Codes to learn what stations they can get for free in their area with an antenna. In #LosAngeles, the nation’s second largest #TV #market, antenna users can receive more than 160 free broadcast channels. The site also explains how #BroadcastTV works and offers information on what type of #antenna works best, based on the user’s geographical location. Not every antenna works in every area, and the one-time cost can range from $20 for an indoor antenna to $149 for outdoor models requiring rooftop installation.
Scripps began airing cheeky 30-second TV spots and ads on social media sites, outdoor billboards and connected TV streaming platforms, hoping to reach the #cordcutters or #cordnevers.
Adam Symson, chief executive of Scripps, believes the combination of #economic #uncertainty and a #scrambled #TV #landscape where streaming service prices are creeping up creates an opportunity to get more #consumers to add over-the-air broadcasting to their viewing diet.
#Where is #Value #Lost in the #Streaming #Glut
“We’re sitting at a moment in time where there is more pressure on the consumer’s pocketbook than ever,” Symson said in a recent interview. “We’re reading every day about ‘plus fatigue.’ Consumers are frustrated by the fact they have five video streaming subscriptions and they are not sure what #value they are getting out of them.”
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