What's Happening?
CNN and TalkSport are emphasizing the growing importance of Free Ad-Supported Streaming TV (FAST) as a distinct medium in the media landscape. At The Drum Live event, CNN's Vice-President of Digital Business Operations, Faisal Karmali, and TalkSport's Head of Monetization, Jamie Holder, discussed how FAST combines the reach of traditional TV with the targeting capabilities of digital platforms. This hybrid approach allows brands, especially those with smaller budgets, to access sports and news environments that were previously inaccessible. CNN views FAST as a supplement to traditional TV, catering to the same audience but through different consumption methods. The platform is also seen as a means to reinforce brand equity by providing a trusted and reliable space for information.
Why It's Important?
The rise of FAST represents a significant shift in how audiences consume media, blending the strengths of both TV and digital platforms. This evolution offers advertisers new opportunities to reach audiences with precision and scale. For legacy broadcasters like CNN and TalkSport, embracing FAST allows them to innovate while maintaining their core values of trust and reliability. The platform's ability to deliver live content, such as breaking news and sports events, in real-time is particularly appealing to audiences, enhancing engagement and viewership. As FAST continues to grow, it is becoming an essential component of media plans, offering a unique space that advertisers cannot afford to overlook.
What's Next?
As FAST channels proliferate globally, with thousands already live and over 800 on LG channels in top European markets, the platform is poised for further expansion. Advertisers are likely to increase their investment in FAST as they recognize its potential to reach diverse audiences effectively. Legacy broadcasters will continue to innovate within this space, potentially introducing new formats and content to attract viewers. The ongoing development of FAST could also lead to increased competition among streaming services, prompting further advancements in technology and content delivery.
