Content amalgamation and proliferation seem to be the watchwords at Sinclair and its nearly 200 local television stations. As it prepares to become the first broadcast company in the addressable space, it\u2019s experimenting in Dallas with ATSC 3.0 signals that could usher in the next era of connectivity.<\/p>\n
To CRO Rob Weisbord, Sinclair\u2019s future road map will let advertisers extend reach from linear TV to \u201cthose cord cutters, cord nevers, cord savers through OTT solutions whether it\u2019s through directly relationships with OTT providers or through an investment we have an in RTB company that is also buying excess inventory on the exchange level.\u201d<\/p>\n
In this interview with Beet.TV at the Advanced Advertising Summit<\/a>, Weisbord says Sinclair will have an edge when offering addressable ads because of the breadth of pod lengths it plans to offer.<\/p>\n In addition to ramping up OTT service, \u201cyou\u2019ll see us in the app format as well, more in a portal situation, amalgamating all our content and sourced content versus just trying to put one TV station over the top.<\/p>\n \u201cThe road map is we have our own content product team and they\u2019ll be building apps and assets for connected TV as well as for the typical delivery services of Roku, Apple TV, Firestick and so forth. If you\u2019re not on all platforms and if we\u2019re not relevant on all platforms, our brand will be infringed,\u201d Weisbord adds.<\/p>\n He sees ATSC 3.0 as overlaying IP technology with linear transmission and \u201cthe next step progression of one-to-one delivery, personalized content. And that will allow that delivery to connected cars, to mobile devices, and ultimately to the television sets within the home.\u201d<\/p>\n