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Hot List: Situations and Predictions

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“What’s my lesson? The lesson is you take it all with a grain of salt.” — Dianne Feinstein

FAST-inating 

Situation: Amazon Streaming is getting industry praise for smashing ads into everything as a starting point. Meanwhile, FAST longtails keep growing and growing, sucking the ad ecosystem over from broadcast and cable. 

Prediction: While Amazon is delivering ads because your toothpaste is out, networks will be trading cable subscription bucks for digital dimes in a world of choice where their leverage is diminished. The Donald Trump court case live streamed on YouTube (syndicated elsewhere, maybe) will be a watershed moment underlining the slipping grip networks have on streaming audiences.

Certifiably Crazy

Situation: One week after the JIC certified a few across many criteria, iSpot earned MRC accreditation – for tracking national ads. This gives it the only cross-platform ad measurement with at least one half of the equation verified as the old school government body creeps slowly along.

Prediction: The MRC will continue to be a cash machine for big accounting firms, a red tape monster for Nielsen to further its monopoly, and the butt of jokes that aren’t actually funny. Meanwhile, IAB standards, JIC and walled garden certifications will be enough for the market to move on. FCC and SEC won’t even notice.

Wack-AI-Mole

Situation: The studios gave writers a 1,095 day contract, and while it's seen as a win/reprieve for both sides, actors are at the table on Monday, hoping to follow suit (maybe more days!)

Prediction: Writers will end up using AI to crank iterations and ideas and studios will find loopholes too – no one said anything about promos! 3 years from now, AI will have a different role. Actors will see money in an AI likeness boon.

Downloaded our latest special report: Local TV: Perils & Promise In The Age Of Streaming from Alan Wolk, Tim Hanlon & Evan Shapiro. We surveyed 60k Americans and discovered that more young people watch local news than you may think. Meanwhile, just as many people never watch as you imagined.

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