Diginets Biz Television Builds Revenue
TV Works To Grow Diginet Revenue
More than a dozen startup broadcast networks continue to vie for carriage on TV stations’ subchannels, offering broadcasters a way to leverage their digital signals and generate a new source of revenue.
But the business has not been easy, with some of the so-called diginets falling by the wayside and others struggling to get enough coverage and audience to produce measurable ratings and attract advertising…
To firmly establish themselves and capture national advertising dollars, the commercial diginets will eventually need ratings to prove their audiences.
“We do not have national ratings, yet,” says Claude Ruibal, CEO of Universal Sports. “We have done some spot checks with Nielsen, some testing. But I think by the latter half of this year, probably in the fourth quarter, we’ll get to the point that it’ll be important to have ratings because of our distribution numbers.”
“We don’t subscribe to Nielsen, but we get tons of e-mails and phone calls,” says Neal Ardman at RTV. “And some of our stations subscribe to Nielsen, so we see ratings, which is how we know how we’re doing.”
Even though multicasting has yet to prove itself, others are being drawn to it.
Penny Entertainment, a small Dallas firm, is rolling out a personal finance network, BizTelevision. More important, Tribune Broadcasting, is reportedly working on a diginet that would air on the Tribune stations and on the Local TV LLC stations it manages, according to an industry source.