Broadcasters, Advertisers Join Forces on DTV Switch
National Association of Broadcasters, Television Bureau of Advertising, American Association of Advertising Agencies, Association of National Advertisers launch DTV Transition: Keeping the Ad Community in the Loop.
By John Eggerton -- Broadcasting & Cable, 7/28/2008 5:20:00 AM MT
Broadcasters are teaming up with advertisers to keep them in the loop on the progress of the switch to digital TV.
The effort will comprise e-mails, Webcasts, a speakers' bureau, and meetings among the groups to identify issues specific to advertisers as full-power broadcasters make the switch from analog to digital in February 2009.
The opportunities for advertisers include better pictures and sound quality for their ads and more opportunities for targeted advertising on new multicast channels, the NAB said.
The challenges include measurement of that new audience and an even more subdivided viewership.
Fox Business Network begins broadcasting from its new high-tech Studio G, overlooking Manhattan from the 3rd floor of News Corp. headquarters, on April 20. B&C got an early peek at the new space.
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