MARK STRACHAN: FAST channels give content distributors and ad networks access to the entire audience of people who watch linear TV, which may be new for them. For content distributors, FAST channels provide an avenue to repurpose and monetise un-utilised content and back catalogues which aren’t earning revenue. The FAST channels can either generate revenue from advertising or drive people to the brand’s subscription content – or both. Meanwhile, for the ad networks, FAST channels offer a new and rapidly growing way of reaching new audiences. Due to their branded and thematic nature, this provides advertisers with the opportunity to better direct the right type of advertising to the right audiences, making content more personalised, engaging and, ultimately, effective. RICK YOUNG: FAST channels enable the ability to develop an audience built around a genre or a type of curated content while also providing all of the inherent benefits of online, targeted advertising.
VERITY BUTLER: Why should content distributors and networks start thinking about FAST channels?
SRINIVASAN KA: Our observation of the industry and its trends have shown us three main reasons for keeping FAST at the centre of your distribution strategy. Firstly, there are a growing number of cost-conscious young viewers who are unhappy with the mounting costs of subscribing to multiple streaming platforms. At the same time, they remain keen to find good sources of entertainment. FAST fits the bill perfectly here, hence they are flocking to it in high numbers. It unlocks a large, potentially untapped market for content creators. Secondly, FAST completely eliminates choice-fatigue since the content is pre-programmed. And thirdly, the growth of connected
TV sales has indirectly led to the growth of FAST consumption among viewers, creating the perfect opportunity for content creators to leverage a format that audiences are already engaging with. In short, the FAST revolution helps viewers fight subscription fatigue and access good content free of cost in a smooth plug-and- play experience. All they need are a connected device and an internet connection, and they’re good to go! KEVIN PARKS: To reach new audiences. Cord-cutting has been an ongoing trend for over ten years, and very few young viewers subscribe to traditional pay-TV platforms. FAST channels are a proven way to reach these audiences.
“FAST CHANNELS PROVIDE AN AVENUE TO MONETISE UN-UTILISED CONTENT”
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