HOWARD HOMONOFF: In the States, there is ATSC 3.0 on the horizon, and that might provide some bridge forward. This kind of next-genTV will permit a broadcaster to communicate in both ways with viewers. It’s still in test stages, with a very slow rollout, but has the possibility of bringing a much more digital approach to broadcasting, with targeted advertising and differentiated content. Secondly, broadcasters have to really think differently about curation and delivery. Jason Kilar, the head of WarnerMedia, got a lot of flack during the pandemic, when he recommended launchingWarner Brothers movies simultaneously in theatres and on HBO Max – or even just on HBO Max, when theatres were closed.There was a big uproar. People said,‘What are you doing? That’s the end of cinemas.’ I don’t know whether it will work. It’s not the right strategy for every movie, but it’s probably the right approach for many releases. But in television, we still do the same things over and over.The morning shows, the news at noon, then at 6:30pm another news broadcast. Friday and Saturday nights have been abandoned to Netflix. Try something different! Instead of airing another bottom-of-the-barrel show, maybe do something in conjunction with Netflix. You’ve got to innovate. Being what you’ve been is a death knell. “INTELEVISION, WE STILL DOTHE SAMETHINGS” FEED: What chance do traditional broadcasters have against the big digital platforms? How do they keep from being run out of business?
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