I want you to think back to the last time you watched a locally produced TV program, or interacted with the station behind the program in any way. Did you watch a video of an anchor blooper on YouTube? Did you go to the station’s website to skim the headlines? Did you wish the station had a smartphone app so you could get that same news while standing on the subway? Did you upload a video of your own and e-mail it to them in the hopes of inclusion?
If you answered yes to any of these questions and not “Did you watch the whole thing on TV?,” you are one of the reasons why this station should consider auctioning off its broadcast spectrum. On Friday, Congress is expected to allow the Federal Communications Commission (FCC) to auction off TV airwaves to wireless companies, which would raise an estimated $25 billion. $15 billion of that would fund the payroll tax cut extension we discussed yesterday. Another $1.75 billion would be available to the broadcasters themselves.
The above link makes liberal use of quotes from Dennis Wharton, EVP of the National Association of Broadcasters, who points out that advertising revenues are coming back and these companies are less worried about their economic future than they used to be. Their concerns are operational: How can they sustain themselves if they can’t get a TV signal? And even if they continue operating while giving up airwaves, as spectrum sharing agreements would allow, how will they be able to deliver their content to mobile digital devices as planned?
I’m afraid I can’t completely sympathize with him. First of all, emerging technologies could make that less of a problem in the very near future, and broadcasters would be wise to get on those bandwagons ASAP. Second of all, they might also want to get on the bandwagon of all-mobile content: livecasting programs online, pre-taping feature programs for download, driving viewership through social media. It’s not only possible, it’s becoming necessary.
That $1.75 billion could pay for a lot of app development and the latest 4G devices. There is no better time for a technology whose sustainability was already in question to modernize with consumers. If I took away one thing from college, it’s that content rarely dies – it just changes platforms. The sooner broadcasters realize the inherent opportunity in that lesson, the better.
Having run out of commentary on this issue, I present you with some of the best anchor bloopers available. What we’ve learned: No profanity until the screen goes black; don’t be casual about death; witty banter is best avoided; look at the woman’s face.