News

The Future of Local TV Advertising in 2020

2019 was another pivotal year for the local TV community, making progress on several technological fronts needed to move the industry forward.

From the increasing movement of ratings-based to impressions-based measurement – to the rebrand of ATSC 3.0 to NEXTGEN TV – to changes in local TV attribution, it’s promising to see advancements happening, creating a brighter future for all.

Ratings to Impressions

In the latter half of 2019, we saw several media companies and networks including NBCUniversal, CBS, ABC, Hearst and Graham Media Group committing to, or moving from, ratings-based to impressions-based measurement and selling. They are primarily doing this in order to find a better way to measure audiences as viewership continues to fragment and are increasingly becoming difficult to track. Supporting this, the Television Bureau of Advertising (TVB) recently issued a press release recommending the advertising community begin using audience impressions as the basis for TV advertising buying and selling.

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More from Broadcasting + Cable.

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Sesh Simha Promoted to Vice President, Advanced Technology-ONE Media 3.0

HUNT VALLEY, Md., Dec. 3, 2019 /PRNewswire/ -- ONE Media 3.0, LLC, a wholly-owned subsidiary of Sinclair Broadcast Group, Inc. SBGI announced today that Sesh Simha has has been promoted to Vice President for Advanced Technology.

In this role, Mr. Simha will be responsible for overseeing Sinclair's participation in the global ecosystem development of Next Gen broadcasting's direct-to-mobile broadcast-5G convergence.  He will also support the Company's international strategic vision for spectrum utilization.  In addition, he will be an integral part of ONE Media 3.0's and Sinclair's tactical decisions on deployment of current and Next Gen broadcast systems and platforms, and coordination with the Company's international partners in India on software-defined radio chipset development, broadcast-broadband convergence proofs-of-concept and engagement with government, carriers, broadcasters and manufacturers to promote the benefits of direct-to-mobile use cases.    

"We're delighted to recognize the unique contributions that Sesh brings to our organization," said Mark Aitken, ONE Media 3.0's President.  "He brings a wealth of critical wireless, satellite and media distribution experience to the cutting edge of broadcasting.  He's part of the elite corps of innovative thinkers and is representative of ONE Media 3.0's forward-thinking and visionary culture."

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More from MarketWatch.

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Filing Window for Rural Digital LPTV and TV Translator Stations

The Media Bureau has announced a filing window for new rural digital LPTV and TV translator stations that were affected by the recent Incentive Auction and station repack. 

“With the completion of the Incentive Auction and the progress made in the post-Incentive Auction transition, it is appropriate to give these applicants an opportunity to amend their applications to specify a new digital in core channel,” the FCC public notice said.

To qualify for filing in this window, a station must have a pending application for a new LPTV/translator station that was affected by the auction and repack.

This means the applicant, “[m]ust: (1) be subject to displacement by a full power or Class A television station on the repacked television band (channels 2-36) as a result of the Incentive Auction and repacking process,5 (2) have proposed a frequency repurposed for new, flexible use by a 600 MHz Band wireless licensee, or (3) have proposed a frequency that will serve as part of the 600 MHz Band guard bands (which includes the duplex gap),” explains the public notice.

The window opens today, December 2, 2019, and will close January 31, 2019.

For more information read the full public notice here.

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What Are The Upcoming FCC Broadcast Deadlines?

Broadcast Deadlines:

December 1, 2019

License Renewal Pre-Filing Announcements – Radio stations licensed in Arkansas, Louisiana, and Mississippi must begin broadcasts of their pre-filing announcements with regard to their applications for renewal of the license. These announcements must be continued on December 16, January 1, and January 16.

Radio Post-Filing Announcements – Radio stations licensed in Alabama and Georgia that have filed license renewal applications must begin broadcasts of their post-filing announcements with regard to their license renewal applications on December 1. If the renewal application is not filed until the December 2 deadline, wait until then to begin the post-filing announcements. Either way, these announcements must continue on December 16, January 1, January 16, February 1, and February 16. Once complete, a certification of broadcast, with a copy of the announcement’s text, must be posted to the online public file within seven days.

December 2, 2019

License Renewal Applications Due – Applications for renewal of license for radio stations located in Alabama and Georgia must be filed in the Commission’s License and Management System. These applications must be accompanied by Schedule 396, the Broadcast Equal Employment Opportunity (EEO) Program Report, also filed in the License and Management System (LMS), regardless of the number of full-time employees.

EEO Public File Reports – All radio and television station employment units with five (5) or more full-time employees and located in Alabama, Colorado, Connecticut, Georgia, Maine, Massachusetts, Minnesota, Montana, New Hampshire, North Dakota, Rhode Island, South Dakota, and Vermont must place EEO Public File Reports in their online public inspection files. For all stations with websites, the report must be posted there as well. Per announced FCC policy, the reporting period may end ten days before the report is due, and the reporting period for the next year will begin on the following day.

Public Notice of Broadcast Applications – Reply Comments are due in response to the FCC’s Further Notice of Proposed Rulemaking (FNPRM) regarding proposals to modernize and simplify the written and on-air public notices broadcasters must provide upon the filing of certain applications.

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More from Radio + Television Business Report.

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Elliott Block, Owner of WKRP, Passes Away

Elliott Block, owner of WKRP, Channel 25, in Cincinatti (pictured in middle).

Elliott Block, owner of WKRP, Channel 25, in Cincinnati, passed away on November 25, 2019, according to a post on the station's Facebook page.

"It's with heavy hearts and deep sadness we announce the passing of our beloved owner, Elliott Block, who passed away peacefully on November 25, 2019," the post reads. "We are so appreciative of the love and support of our family and friends during this time."

Block loved his family, friends, muscle cars, and of course, television. So much so that, in 2008, he changed the call letters of his station from WBQC to WKRP, to commemorate the 1970s television show, "WKRP in Cincinatti."

“Elliott will be missed!  He was a huge supporter of the industry and could be counted on to be at every event possible,” said Lee Miller, ATBA executive Director. “His encouragement and wisdom to many has helped grow the LPTV world, especially the local broadcaster.”

Block owned W25AI-TV, which broadcasted 12 networks through channels 20 and 38, WBQC-TV and WOTH-TV, respectively. Although, WOTH-TV ceased operation in January 2018, due to the Federal Communications Commission's channel repack.

Using the engineering resources available and his knowledge of low-power television, Block managed to put 12 subchannels into his one remaining channel, WBQC-TV.

Services for Block will be held on Friday, Nov. 29 at 11am at Weil Kahn Funeral Home with visitation beginning at 10am.

"Friends may call at his residence Friday November 29, 2:00PM-5:00PM," the post reads. "In lieu of flowers, memorial contributions to the American Heart Association would be appreciated."

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Dear Fellow LPTV Broadcaster and Industry Leaders,

The auction has ended and most of us are still here.  While it was not only our hope but the hope of many others that the auction would not take place . . . it did, but it did not have the devastating effect that it might have had. 

The world after the auction looks different and amazingly so has a very bright future!

What does that future look like?  Not only the amazing possibilities of ATSC 3.0 but the landscape of a nation of people who are increasingly cutting their cable cords and looking for free, over the air, broadcasting content.

That’s why it’s more important than ever that you join the Advanced Television Broadcast Alliance.  Our board of directors have a combined 500+ years of experience which beginning with your membership we are going to start making more available to our members on an increasing basis.

Soon as an ATBA member, you will be eligible to start tapping into not only this brain trust through unique services available only to our members but regular news updates regarding our collective broadcast future.  We are exploring new ways to tap into information from Washington as well as important updates that will benefit you right there where you live.

The need for the ATBA has increased with the new opportunities that are becoming available for those of us who still know that the future of LPTV, Class A and Translators is bright!  Are you selling your station to local sponsors?  Are you maximizing your spectrum to the advantage that you truly can?  Are you struggling with FCC rules and regulations that you either don’t understand or can’t get explained?

The ATBA is developing a database of information to help you find the answers you need! 

In addition we are still working with the true decision makers in Washington.  Your ATBA has earned the respect and the ear of the true movers and shakers that continue to shape our collective broadcasting future.

So what can you do to get involved and begin to take advantage of these, and many other, benefits?  Join the ATBA today!  Your membership benefits will include:

  1. Members only access to hundreds of years of LPTV experience through our new “Brain Trust”
  2. Early entry to our annual NAB LPTV evening event with access to our special event guest(s)
  3. Exclusive digital content regarding real world information you need to know
  4. Eligibility for recognition for your hard work through our ATBA LPTV Awards
  5. Access to equipment manufacturers with discounts available especially for ATBA members!

To be honest you can’t afford not to be a member of the ATBA! 

We’re making it affordable because it’s a win – win!  When you join, you’re going to receive more than just the benefits listed above but also you’ll be aligning with hundreds of others who, like yourself, have a vested interest in the continued forward movement of free, over-the-air broadcasting.  It’s a win for your ATBA because we will increase our strength through numbers as we grow together.

So what’s the next step?  If you’re ready follow this link https://www.broadcastingalliance.org/join-us/ to sign up.  If you have more questions please don’t hesitate to call a member of the ATBA board of directors by calling this number (877) 214-4277.   You’ll get a rapid response!

Thanks for taking the time to read this note and for your ongoing passion for the future of communication in this great country.

Respectfully,

The Board of Directors – The Advanced Television Broadcast Alliance