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When it comes to the future of broadcasting there are three kinds of people, those who let it happen, those who wonder what happen and those who make it happen. Be apart of those that make broadcast happen with information and articles of interest to our industry. ———————————————————————————————– Rubin Rodriguez Jr. | Consultant E: RubinRodriguezJr@gmail.com | P: 801.930.0763 DTV | Mobile | NACB | Radio | Web ———————————————————————————————– Member of the National Association of Community Broadcasters.
———————————————————————————————–Why mobile advertising still has some way to go.
The ink had barely dried on Google’s $750 million deal to buy mobile ad network AdMob before some were saying it heralds "the year of mobile." Of course, the year of mobile has been predicted virtually annually for the past decade.
There is compelling evidence that this time it’s different. Overall, there are now more mobile phones in the world than personal computers. There are over 4.6 billion mobile subscribers worldwide, according to eMarketer. Yet mobile advertising remains a tiny market. eMarketer expects it to generate $416 million in U.S. ad spending this year, about the same amount spent on search marketing in two weeks. This will undoubtedly change, although perhaps not as quickly as mobile’s biggest boosters hope, according to agency executives, analysts and mobile veterans. Here are the key reasons why:
It could get very confusing in the world of Hulu soon, as NBC Universal and Comcast prepare to tie the knot; Comcast is expected to buy a 51 percent stake in NBC, one of Hulu’s three owners as soon as this week. There are two major reasons why this may be a crossroads for Hulu :
It doesn’t take a crystal ball to know that the web is moving to mobile devices. The US mobile web audience grew by 1/3 in a year, according to Nielsen Online. 
Pandora’s Joe Kennedy recently revealed that Pandora sees half a million listeners a day just on its iPhone and BlackBerry applications, tuning in for an average of an hour and 45 minutes a day. Bill Goldsmith, founder of Radio Paradise, another online station with substantial following, said 8 to 10 percent of his station’s audience is listening on mobile devices.
The new battlefield of online radio is streaming to mobile devices, according to Vincent Grenier, VP of Marketing for Stream The World. With a mobile app, you can build a new environment around your brand and leverage new ways to monetize says Grenier.
Rep. says FCC should preserve free over-the-air local broadcasting whenever possible
By John Eggerton — Broadcasting & Cable, November 17, 2009
The former Democratic chair of the House Energy & Commerce Committee says the FCC should come up with a national broadband rollout plan to Congress that promotes expansion of infrastructure while at the same time preserving, "to the greatest extent possible," free, over-the-air local broadcasting.
Public broadcasters are on the same page as their commercial counterparts when it comes to holding on to their spectrum, arguing that their use is "efficient and productive, and abundantly serves the public interest." Continue reading »
Arguing that their use is efficient and productive, and abundantly serves the public interest
By John Eggerton — Broadcasting & Cable, November 16, 2009
FCC Chairman Julius Genachowski Wednesday raised doubts that the FCC would be able to figure out just what the spectrum demands of the broadband nation will be, but made it clear that the wireless industry would need more. The FCC’s Wireless bureau chief added that it would need to find it quickly, while broadband advisor Blair Levin said some broadcasters had been receptive to suggestions that they give up some of their.
The corner of the broadcast community that is going to be tasked with filling out the FCC’s new Commercial Broadcast Ownership Report Form 323 can take a breath – its due date has been extended almost a month, from 12/15/09 to 1/11/10.
This is not only welcome news, it is virtually inevitable news, since the new forms – originally scheduled for release 11/16/09 — are still not ready to go. The FCC says it is “…in the process of conducting final testing of the form and has delayed the release of the electronic version until the testing is complete.”
The FCC said it is aware that many licensees have already returned the old obsolete version of Form 323, and noted that these licensees will have to refile once the new version is available.
The release does not address the issue of whether filers will have to provide the FCC with social security numbers (SSN) or tax identification numbers (TIN) to get the necessary FRN, or FCC Registration Number required of all broadcast license stakeholders. However, under frequently asked questions, the FCC still says that an SSN or TIN is needed, with the following explanation:
“Yes. The FRN allows the Commission to verify the identity of persons and entities doing business with the Commission without requiring them to provide their personal ID numbers (such as SSNs or TINs) every time a form is filed with the Commission. However, in order to provide you with a number that can be used in lieu of providing a sensitive SSN or TIN on each form, the Commission must collect your SSN or TIN at the registration stage.
“Form 323 does not collect Social Security Numbers or Taxpayer ID Numbers, and you should never list such numbers on your biennial ownership report.
“While it may be convenient in some cases to allow your legal counsel or company to obtain an FRN on your behalf, it is not necessary for you to do so. If you would prefer to obtain your own FRN in the privacy of your own home and then provide the FRN to the person preparing your company’s biennial ownership report, you may certainly do so.”
Mobile ad spending is poised to grow 27% to $2.1 billion in 2010, according to the Mobile Marketing Association. However, there’s good news and bad news for marketers who are wading into the mobile marketing wars. The good news is the audience for mobile marketing is growing. The bad news is the audience is still relatively small and confined to a limited segment of the market. Marketers who employ mobile marketing to the wrong consumer group risk turning them off, not on, according to an analysis of BIGresearch’s Simultaneous Media Usage Survey (SIMM 14, June 2009) of over 22,000 consumers.
In its final digital-readiness measurement (taken from Sept. 28 – Oct. 4, 2009), Nielsen Media Research estimated that only 0.5% of television households were “completely unready,” meaning they did not have any sets equipped to receive digital signals. It also estimated that another 4.8% of homes were “partially unready,” meaning they contained at least one set that was not ready to receive digital programming as well as one or more sets that were ready. These Nielsen figures may overstate the unreadiness situation since the partially unready homes may contain sets that have never been used for watching broadcast programming (used exclusively for gaming, viewing DVDs, etc.).
MINNEAPOLIS (AdAge.com) — Americans, a new Nielsen report indicated today, are watching more TV than ever, with the average viewer spending four hours and 49 minutes a day in front of the set. And it showed in prime-time last night, as ratings rose for prominent programs on Fox, CBS and the CW, and stayed even for ABC.
The Jackson Sun, a newspaper in the Jackson TN, has noted that it will be reporting on local stories and delving into the local issues of the day on one of the market’s local radio stations, WWGM-FM, known as Good News 93.1.
The station is owned buy Grace Broadcasting Services, a religious radio group with a number of stations in various Tenness communities. In addition to providing Religious programming, including Southern Gospel and Contemporary Christian music, it attempts to keep its listeners apprised of local news, weather and sports.
The Jackson Sun helps it do that by producing "Evening Edition" at 5PM. The station will provide a host, and the newspaper will provide a guest, and additional newspaper editors and reporters will be interviewed during the course of the program.
RBR-TVBR observation: Who says your LMA overtures need be limited to other radio stations? This deal should raise the profile of both media outlets, all while giving WWGM something nice to stick in its public folder.
The two most common questions in a media broker’s life are:
1) What is my station/cluster/company worth?
2) What is HIS station/cluster/company worth?
Good brokers can usually respond quite accurately. But those questions have been a lot more difficult to answer over the last year. Liquidity vaporized, multiples dropped, and the bid/ask spread widened. If a buyer will buy and a seller will sell at 7x Broadcast Cash Flow (“BCF”), but there is no capital available to complete the transactions (or the assets are secured by an 8x bank loan), is the business really worth 7x?
In order to gain that market share for your station, you need to ensure that your brand is top of mind with potential clients and in your market. Tough times are a good time to increase market share. There are a few things you can do either inexpensively or at a ‘less than normal’ cost to increase the awareness.
MEDIA BUREAU ANNOUNCES 2009 BIENNIAL FILING DEADLINE FOR COMMERCIAL
BROADCAST OWNERSHIP REPORT (FORM 323)
MB Docket No. 07-294, et al.
Filing Deadline: December 15, 2009
FCC Reboot YouTube Videos
National Association of Community Broadcasters
1. Mobile Coupons USA
