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MIPTV 2023: the future is FASTer
MIPTV 2023 runs today its last day, keeping quite half and half opposite opinions: a refreshed market vs. an again weakened one. But everybody agrees that the new big energizing trend is AVOD/FAST channels.Yesterday was a very dedicated journey to the segment, with FAST & Global Summit, which was crowded with participants its four hours. Is FAST the future of content? It is a direct response to critical challenges of the digital era, above all.
FAST means ‘Free ad-supported TV’. AVOD means ‘Advertisement Video on Demand’. The difference would be that the former is oriented to channels and the latter to a VOD platform, but today many tips are mixed. Basically, the content digital era has two big challenges: to work deeper/better the products and monetization. AVOD/FAST provide new spaces to allocate all the catalogues and incomes by advertisement, that the partners get in revenue sharing models. The key steps are: content generation, tech platform, digital distribution, visibility, incomes.
At ‘the State of FAST’, Dave Barnath, head of strategic partnerships at Wurl (USA), said: ‘We’ve made a research with key executives and they say that the main challenge is to gain visibility, more than the tech platform or to get sponsors. The priorities are of course, to get high levels of advertisers, strong CPN and later, strong tech partners. And they consider with the same commercial potential, to launch linear streaming channels and AVOD proposals. If you are visible, everything moves forward’.
LC