The 2022 NAB Show is in full swing in Las Vegas, USA, with in-person attendance bringing all industry sectors together.
Speaking at NAB Show’s Capitalize Experimental Zone theatre Ira Rubenstein, Chief Digital and Marketing Officer for the Public Broadcasting Network, said, “for the past eight years of my experience at PBS, I have focused on widening the distribution of our local stations to digital, which needs to be done at a great volume.”
The discussions highlighted how streaming services have become essential but complicated.
According to one of the panellists, partnership deals with streaming services like YouTube TV to distribute content are paramount. However, the presenter indicated that it’s not always easy to get distributors to participate.
Chief Digital and Marketing Officer for the Public Broadcasting Network collaborated with the statement by remarking that securing distributors has always been a challenge. However, he added that other entities who make their revenue from selling ads have a more seamless experience when confirming participation from distributors.
Local stations are an essential source of programming. However, getting national content has become more complicated with the streamers.
The Chief Digital and Marketing Officer highlighted their efforts towards the growth of local content creation by announcing a fund for emerging and diverse filmmakers. According to Rubenstein of PBS, the fund ensures that new creative voices are heard.
The conversations reiterated the power of local stations as the primary focus of these stations is on local content.
Kids’ content which often is overlooked, is a large market. For example, the YouTube market is made up of a lot of children; however, in rural communities, there is a challenge with broadband access which limits children from fully experiencing remote learning, especially during these COVID19 times. Therefore, it is essential to have stations that bridge the gap by providing locally accessible content directly to the target market.