NAB2007 Panel Looks At How 'Little Guys' Can Compete
April 17, 2007 at 11:55 AM (PT)
At an NAB2007 session on independent broadcasters' ability to compete with "the big guys," NRG MEDIA's MARY QUASS asserted, "Smaller broadcasters are in a better position than they've ever been," advising independents to concentrate on programming as their advantage against larger competitors.
"It's incumbent upon broadcasters to ask the question, 'What can you do that nobody else can do in the market?'" QUASS said, noting that independents can use their flexibility, ability to take risks, and creativity to make up for a relative lack of budget. She also advised stations to ban the phrase "we've always done it this way" from their hallways to encourage creative thinking.
It's incumbent upon broadcasters to ask the question, 'What can you do that nobody else can do in the market?'
Independent KTUD-CA (VEGAS TV)/LAS VEGAS owner STEVE CARLSTON recounted his low-power station's rebranding after the loss of UPN affiliation, stocking up on cheap "retro" programming to replace network prime-time and adopting the identity "VEGAS TV." He said that his station got squeezed out of getting the CW affiliation for LAS VEGAS because SINCLAIR was able to leverage its ownership of several stations in other markets to secure the affiliation.
And the FCC's ROY STEWART warned smaller stations that "EEO is an area you need to pay attention to," noting that new filing rules will apply to stations with 10 or more employees.