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  • Writer's pictureRobert Eckelman

I have never been scared to bring up the elephant in the room. Why are TV stations, Radio stations Cable companies willing to give away their airtime to clients that buy CTV| Streaming | OTT from them




I have never been scared to bring up the elephant in the room. Why are TV stations, Radio stations and cable willing to give away their airtime to clients to buy CTV| Streaming | OTT

 

Is there a product worthless, I think not


Have they waived the white flag and given up on their traditional business


Do they get free streaming inventory, absolutely not


Are there streaming margins that high?


Are you running on high-profile streaming like Hulu, Amazon, Sling, ESPN…


Are they running your free schedule the way they would shepherd a paid schedule in fact are they running it or are they farming that out to a third party


Is this just an internal shell game.

 

I was a broadcast sales manager for 17 years. There is no denying it is happening. Traditional media sellers have been financing their digital efforts with their airtime for years. I have some theories why. If you're interested let's talk.

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