How can non-commercial broadcasters not get shut out in a FAST world?
The FAST Landscape
Everybody's talking about FAST. In the United States, it's reaching maturity with a handful of established players, not coincidentally owned by legacy media organisations. Elsewhere in the world, it's a mixed picture. But for so many of my potential clients, it's been the number one question. How do we, a non-commercial broadcaster, get on FAST?
Not All Non-Commercial Programming Fits FAST?
It might seem like a silly question, but the answer is more nuanced. Broadcasters are being flexible in how they want to reach their target audiences. Non-commercial broadcasters include governmental networks, faith channels and mission-driven media organisations targeting specific demographics.
Success Stories and Limitations
For example, PBS has created FAST channels to exploit and celebrate its programming library. There's PBS Drama, PBS Retro, PBS Travel. Some content lends well to a FAST channel, regardless of whether it began life as a non-commercial activity. But not all programming a non-commercial broadcaster makes is suitable for FAST.
Joel Osteen Ministries has had success in a genre that is unexpected for FAST. But that's not applicable for all faith broadcasters: your typical religious TV network has programming from multiple ministries. Trying to retrofit that into FAST is a minefield. And it's not what their audience is expecting. Why should they sit through ads for something that's effectively paid programming itself? The FAST platforms will ask the same question.
Finding a Place on FAST Platforms
That's not to say mission-driven broadcasters are completely locked out of this ecosystem entirely. Often, FAST platforms will carry a few non-commercial networks as part of their lineup. They gain credibility and diversity if the quality of the programming is right. Some might compromise by having only pre-roll ads instead of mid-roll, allowing the broadcaster to maintain its non-commercial ethos. Other times there is a different agreement: channels may pay to gain carriage on these platforms, so that they can reach the audiences they want.
Alternative Free and Hybrid Opportunities
There are also different flavors of FAST. Nowadays, almost every paid platform out there has some kind of free, FAST teaser. Non-commercial networks can sometimes find a home here, even behind the paywall. The platform operator then gets to market the broadcaster as part of its commercial-free tier.
Smaller, more targeted FAST platforms are also more flexible. If you're looking to target a particular demographic, it makes sense to focus on these rather than a generic giant. Let's also not forget there is still a place for traditional platforms. We're entering a mixed world where cable providers are moving to fiber distribution, often incorporating FAST alongside their traditional lineup. A non-commercial broadcaster can fit in well here, benefiting from the increased capacity from IP distribution.
Conclusion: Navigating the Mixed Media World
What do you think? If you're a non-commercial broadcaster navigating this, reach out. Our advice is always free. Fill out the form at zipwavetv.com.
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