WEBVTT - Hearst Television Goes Deep on Hyper Local Streaming Content 0:00:08.200 --> 0:00:12.600 Welcome to Strictly Business Varieties, weekly podcast featuring conversations with 0:00:12.680 --> 0:00:16.799 industry leaders about the business of media and entertainment. I'm 0:00:16.880 --> 0:00:21.200 Cynthia Littleton, co editor in chief of Variety Today. My 0:00:21.239 --> 0:00:25.320 guest is Andrew Fitzgerald, Senior Vice president of Streaming video 0:00:25.440 --> 0:00:29.800 Services for Hearst Television. I started my career in business 0:00:29.880 --> 0:00:35.240 journalism covering syndication and TV station groups. I love local broadcasting. 0:00:35.760 --> 0:00:38.160 I have great respect for the mission of local TV, 0:00:38.600 --> 0:00:41.600 which is to make money, but also to inform and 0:00:41.720 --> 0:00:45.880 connect the communities that stations serve. This instrument can teach, 0:00:46.159 --> 0:00:49.760 after all, So with this crazy moment of growth and 0:00:49.880 --> 0:00:52.760 evolution for TV, I've been very keen to watch the 0:00:52.840 --> 0:00:56.200 changes in broadcast TV at the national and local levels. 0:00:56.800 --> 0:00:59.520 Hearst Television is one of the biggest and most well 0:00:59.640 --> 0:01:03.160 run groups in the country. They have the independence and 0:01:03.200 --> 0:01:07.160 the resources to do interesting experiments. They're doing that now 0:01:07.400 --> 0:01:11.760 with the free streaming platform launched last year called very Local. 0:01:12.400 --> 0:01:16.760 It showcases local newscasts from Hearst twenty six TV stations. 0:01:17.319 --> 0:01:20.760 It also has hyperlocal original series that are designed to 0:01:20.800 --> 0:01:23.679 be connected tissue for viewers that live in the region. 0:01:24.400 --> 0:01:27.360 They can go check out that amazing sandwich shop or 0:01:27.480 --> 0:01:32.080 day spa or nonprofit organization featured in a show. Fitz 0:01:32.160 --> 0:01:36.080 Gerald explains in detail Urst's approach to growing very Local 0:01:36.240 --> 0:01:40.520 on the Bass track, referring to free ad supported streaming 0:01:40.600 --> 0:01:45.240 TV channels that are already changing the streaming marketplace significantly. 0:01:45.800 --> 0:01:47.840 So we've got a lot of talk about local TV 0:01:48.000 --> 0:02:01.480 coming right up after this break. Andrew Fitzgerald, Senior vice 0:02:01.520 --> 0:02:05.080 president of streaming video Services for Her Television, thank you 0:02:05.120 --> 0:02:07.880 for joining me today. It's my pleasure. I'm happy to 0:02:07.880 --> 0:02:10.320 be here. So I wanted to talk to you about 0:02:10.360 --> 0:02:15.400 Her Television's streaming local streaming initiative that is appropriately called 0:02:15.760 --> 0:02:18.960 very Local. Uh. This was a big initiative that you 0:02:19.040 --> 0:02:24.359 launched last you know, late summer fallish of and as 0:02:24.400 --> 0:02:27.160 we speak here today on the cusp of Labor Day 0:02:27.200 --> 0:02:30.480 weekend here Friday afternoon, thank you, doubly thank you for 0:02:30.560 --> 0:02:34.120 making the time you are. You just announced this week 0:02:34.240 --> 0:02:38.080 an expansion, more shows, more content, kind of a slightly 0:02:38.120 --> 0:02:42.520 wider scope across your twenty six. Did I get it right? 0:02:42.760 --> 0:02:45.880 That's all right? Now? That is old school. That is 0:02:45.919 --> 0:02:49.760 an old school syndication reporter talking. Uh twenty six markets. 0:02:49.760 --> 0:02:53.320 You know, such an interesting canvas for you to work 0:02:53.360 --> 0:02:55.919 with and to do local programming. And I was intrigued 0:02:56.080 --> 0:02:58.240 last year when you announced it, and it's sort of 0:02:58.240 --> 0:03:00.200 on my to do list, and when I saw last week, 0:03:00.200 --> 0:03:02.000 I was like, I'm gonna we're going to talk about this. 0:03:02.320 --> 0:03:05.760 So I guess I'll start by asking you, after you 0:03:05.880 --> 0:03:08.040 launched it last year, what are you seeing in the market. 0:03:08.080 --> 0:03:10.400 What what are the encouraging signs that you're seeing that 0:03:10.480 --> 0:03:16.120 allowed you to expand the slate absolutely, so, Very Local 0:03:16.360 --> 0:03:21.880 is Herst Television's entry into the streaming landscape. You know, 0:03:21.960 --> 0:03:26.480 at the core of our business is local broadcasting. We 0:03:27.160 --> 0:03:31.920 produce award winning and top rated newscasts in all of 0:03:31.919 --> 0:03:38.720 our twenty markets. UM. The really our goal with Very 0:03:38.760 --> 0:03:44.400 Local is we are trying to make that incredible local 0:03:44.440 --> 0:03:50.200 news content available to consumers via streaming. UM. As we 0:03:50.840 --> 0:03:54.480 have looked at the landscape when we launched the product, 0:03:55.800 --> 0:03:59.400 there were two trends we thought were really interesting. The 0:03:59.480 --> 0:04:07.200 first was the growth in broadband only consumers. And as 0:04:07.320 --> 0:04:12.320 that population continues to grow, and indeed as that growth 0:04:12.480 --> 0:04:18.320 accelerates in markets around the United States, there are more 0:04:18.360 --> 0:04:24.719 and more consumers that don't have easy access to local 0:04:24.760 --> 0:04:28.960 broadcast news. And so at its core our goal was 0:04:29.080 --> 0:04:35.440 Very Local was to connect those folks with our local 0:04:35.480 --> 0:04:42.120 broadcast news. The second interesting trend has been we sort 0:04:42.120 --> 0:04:47.440 of saw the beginnings of it the project inception has 0:04:47.520 --> 0:04:52.600 been the growth and demand for a VOD services UM. 0:04:53.000 --> 0:04:57.000 That's been a big story across media this year for sure. Yeah, 0:04:57.120 --> 0:04:59.560 and that is and so you know, very local is 0:04:59.760 --> 0:05:03.960 it it's an avid completely free app. Were one of 0:05:04.000 --> 0:05:06.719 the apps in the Roku store that has free on 0:05:06.760 --> 0:05:10.360 the on the icon itself. Want to want to make 0:05:10.400 --> 0:05:13.440 sure people know it's uh, it's free to use, it's 0:05:13.480 --> 0:05:16.880 an it's eye catching, no question, free and sale always 0:05:16.920 --> 0:05:21.760 gets UM and uh, and so we are a free 0:05:21.760 --> 0:05:28.720 to use a bad platform. We are absolutely seeing that 0:05:28.720 --> 0:05:34.440 that sort of growth and consumer demand around free ad 0:05:34.520 --> 0:05:38.880 supported streaming services. We are absolutely seeing that in our 0:05:38.920 --> 0:05:42.800 metrics in the Very Local app UM and so you know, 0:05:42.839 --> 0:05:47.120 at its at its core, we are connecting consumers with 0:05:47.240 --> 0:05:51.640 local news via streaming UM. However, a big part of 0:05:51.680 --> 0:05:55.560 the Very Local initiative for us is we wanted to 0:05:55.839 --> 0:06:03.160 differentiate the offering in the marketplace with more local content. UM. 0:06:03.200 --> 0:06:07.680 And whether that is a consumer who is in a 0:06:07.680 --> 0:06:12.240 broadbent only home that may not have a connection to 0:06:12.320 --> 0:06:17.160 a broadcast news station, yet new local content gives us 0:06:17.160 --> 0:06:21.279 an opportunity to connect with that consumer, or if it's 0:06:21.320 --> 0:06:25.760 a consumer that does have access to the linear signal, 0:06:25.960 --> 0:06:30.279 is a cable subscriber does have a broadcast antenna. UM 0:06:30.400 --> 0:06:34.680 we wanted to be able to offer more local content 0:06:35.520 --> 0:06:38.560 for them to connect with um AND and so that 0:06:38.560 --> 0:06:40.360 that has been a big part of the Very Local 0:06:40.400 --> 0:06:43.680 initiative and a big part of what we're working on 0:06:44.560 --> 0:06:46.800 for around Labor Day weekend is kind of kind of 0:06:46.800 --> 0:06:51.200 showing off the all of the incredible original content we've 0:06:51.240 --> 0:06:54.640 been producing over the course of this last year. Let 0:06:54.680 --> 0:06:57.080 me ask you one question on the on the purely 0:06:57.120 --> 0:07:01.599 on the local newscast side, are those live stream simulcasts 0:07:01.760 --> 0:07:04.520 with actual news podcasts or they are they making it 0:07:04.560 --> 0:07:08.200 available in an on demand format or both? Great question. 0:07:08.279 --> 0:07:12.880 So the newscasts are available on demand um AND, they 0:07:12.920 --> 0:07:17.360 are available in our fast streams, so in an in 0:07:17.440 --> 0:07:21.680 an as live format, they are not simulcast. So we 0:07:22.040 --> 0:07:28.120 we continue to believe that cable subscriptions are valuable and 0:07:28.440 --> 0:07:34.440 UM AND to recognize the value of people who are 0:07:34.440 --> 0:07:37.960 paying for a cable subscription. UM. We actually have time 0:07:38.040 --> 0:07:43.760 shifted our newscasts in the fast channel, so it's uh, 0:07:44.000 --> 0:07:47.920 you know, a slight time delay from when it would 0:07:47.960 --> 0:07:52.080 have been live, but the news is available there for free. 0:07:52.640 --> 0:07:55.600 So is it like an hour two hours after a telecaster? 0:07:55.800 --> 0:07:58.960 It's variable, but yeah, in that range. If I go 0:07:59.040 --> 0:08:01.840 on Very Local, can I watch any one of your 0:08:01.840 --> 0:08:05.040 twenty market newscasts? Will they be available? I can? I 0:08:05.080 --> 0:08:07.240 can check out different cities or is it kind of 0:08:07.280 --> 0:08:11.600 geo located to where I to where I'm logging on from? 0:08:11.640 --> 0:08:15.600 So it is absolutely possible to watch newscasts from any market. Uh. 0:08:15.840 --> 0:08:19.600 The way the app is designed, we UM we do 0:08:20.320 --> 0:08:23.760 geolocate where you are based, and we try to offer 0:08:23.800 --> 0:08:26.880 you the local experience that is going to make the 0:08:26.920 --> 0:08:30.760 most sense for you. So if you were in Sacramento, California, 0:08:30.800 --> 0:08:35.640 for example, we would offer you the Very Locals uh 0:08:35.760 --> 0:08:39.680 Sacramento experience, which would feature newscasts from k c R 0:08:39.679 --> 0:08:44.120 a UM. But you could in the settings menu very 0:08:44.160 --> 0:08:48.280 easily change your location to see other locations around the US. 0:08:49.320 --> 0:08:51.160 Do you see a lot of do you see people 0:08:51.480 --> 0:08:55.760 in different areas shopping around to look at newscasts? A 0:08:55.840 --> 0:09:00.360 little a little bit, but most of the viewership, but 0:09:00.520 --> 0:09:04.400 mostly once people land in a in a market view 0:09:04.880 --> 0:09:07.600 that becomes their home screen and they just default back 0:09:07.600 --> 0:09:11.120 to that. In any way, do you bundle advertising with 0:09:11.240 --> 0:09:14.280 the linear stream and and those like is it is 0:09:14.320 --> 0:09:16.600 it a bundled player or is the app and that stream? 0:09:16.640 --> 0:09:20.440 Is that all sold discreetly on advertising? Right now, we're 0:09:20.440 --> 0:09:25.720 still experimenting with the right ways to connect advertisers with consumers. UM. 0:09:25.960 --> 0:09:29.920 Very local does include advertising from our hearst any screen 0:09:29.960 --> 0:09:35.600 product which is a locally sold product for local advertisers 0:09:35.600 --> 0:09:39.760 to buy streaming inventory. Um. And so a fair number 0:09:39.800 --> 0:09:43.280 of those ads make their way through to the very 0:09:43.320 --> 0:09:47.960 Local platform. Uh. And then in addition, UM, we are 0:09:48.280 --> 0:09:51.200 in the in the programmatic marketplace like many folks in 0:09:51.240 --> 0:09:54.320 the fast universe. That's it. Yeah, it's a it's a 0:09:54.440 --> 0:09:57.600 it's a it's a crowded field now and I'm curious. 0:09:57.640 --> 0:09:59.559 So that tells us that there's going to be more 0:09:59.600 --> 0:10:03.880 innovatorations in new lanes carved out within that, which is 0:10:03.960 --> 0:10:08.680 kind of interesting to watch watch happen. UM. So that's 0:10:08.840 --> 0:10:11.360 your news content talk about because you have a fair 0:10:11.440 --> 0:10:13.839 number of originals, a lot of lifestyle stuff, a lot 0:10:13.880 --> 0:10:18.160 of obviously local color, which I think, you know, I 0:10:18.640 --> 0:10:21.720 I also feel as I love that there's not a 0:10:21.760 --> 0:10:23.920 lot of that, especially I'm in a big market like 0:10:24.080 --> 0:10:26.400 l A. It's kind of hard, but I know, anything 0:10:26.520 --> 0:10:29.320 sub the top ten, I would think there's so much 0:10:29.400 --> 0:10:32.560 opportunity to reach people that otherwise previously couldn't have been 0:10:32.559 --> 0:10:35.240 on linear TV. But in the you know, with the 0:10:35.280 --> 0:10:37.480 sort of the more modest playing field, you could and 0:10:37.480 --> 0:10:41.360 I'm sure you all are thinking incubating not only content 0:10:41.400 --> 0:10:45.640 and story and talent, but also advertisers. I think there 0:10:45.800 --> 0:10:50.160 is enormous opportunity, uh, outside of the top ten markets, 0:10:50.160 --> 0:10:53.840 and that's one of the things that really fun about 0:10:54.080 --> 0:10:56.959 her television footprint. UM So, we we don't have a 0:10:57.840 --> 0:11:01.840 ton of top ten markets. We've got Boston, but we 0:11:02.040 --> 0:11:06.040 have a number of markets around the US, and indeed 0:11:06.040 --> 0:11:12.080 most of our footprint our cities with a real palpable 0:11:12.360 --> 0:11:18.360 creative and entrepreneurial energy and cities that at the national 0:11:18.520 --> 0:11:23.240 level you don't see as many stories covering. And of 0:11:23.280 --> 0:11:25.280 course at the local level, we we put all of 0:11:25.320 --> 0:11:29.960 our effort into into covering these places. Um and what 0:11:30.200 --> 0:11:32.720 very local has given us an opportunity to do is 0:11:32.760 --> 0:11:38.760 to begin to build programs that celebrate these places. Uh. 0:11:38.800 --> 0:11:42.000 And so the way that we've approached this, we're really 0:11:42.000 --> 0:11:45.600 thinking with the consumer in mind. We're thinking about content 0:11:45.760 --> 0:11:50.199 that entertains but also has pretty high utility. UM. So, 0:11:51.000 --> 0:11:54.360 if you live in a market featured by one of 0:11:54.360 --> 0:11:57.880 our local originals, we want you to be entertained, but 0:11:58.000 --> 0:12:01.840 also learn about the place that you live, learn things 0:12:01.880 --> 0:12:05.640 to do, places to go, interesting restaurants or chefs, etcetera. 0:12:06.800 --> 0:12:11.760 So our our formats are built to look and feel 0:12:11.800 --> 0:12:17.360 familiar to someone who is watching unscripted cable. We have 0:12:18.040 --> 0:12:23.480 travel formats, cooking formats, uh that if you, if you 0:12:23.520 --> 0:12:26.240 are a consumer of that content on cable, this is 0:12:26.280 --> 0:12:30.360 gonna this is gonna feel very familiar to you, except 0:12:31.200 --> 0:12:35.080 it is going to be through a lens on a 0:12:35.160 --> 0:12:39.160 place that you likely wouldn't see normally on a national 0:12:39.200 --> 0:12:42.120 cable channel. Um. And in many cases, it will be 0:12:42.600 --> 0:12:46.440 the town in which you live. So, for example, we 0:12:46.559 --> 0:12:52.360 have a cooking competition show called Plate at Pittsburgh in 0:12:52.400 --> 0:12:56.520 which two Pittsburgh chefs compete to see who can make 0:12:57.320 --> 0:13:01.480 the best dish and also the most Pittsburgh ish. And 0:13:02.000 --> 0:13:05.360 those two chefs are chefs in Pittsburgh. So if you're 0:13:05.360 --> 0:13:10.480 watching Plated Pittsburgh in that market, yes, it is a fun, 0:13:10.840 --> 0:13:14.600 unscripted cooking competition show, just like something you might see 0:13:14.640 --> 0:13:18.880 on cable. However, you could also make a reservation at 0:13:18.920 --> 0:13:23.280 any of those restaurants tonight tomorrow. Uh. And that's that's 0:13:23.320 --> 0:13:28.040 sort of level of utility and access back to the community. 0:13:28.360 --> 0:13:31.640 We think it is really valuable and helps these programs resume. 0:13:32.600 --> 0:13:35.000 And now do you have the deal in place with 0:13:35.280 --> 0:13:38.120 um Open Table or whatever to so that so that 0:13:38.200 --> 0:13:40.760 they can click right through the remote control or whatever 0:13:40.840 --> 0:13:43.200 to make that to make that reservation or is that 0:13:43.240 --> 0:13:46.880 next year? That's that's probably next year. But Open Table, 0:13:46.920 --> 0:13:48.840 if you're listening, please give me a call. That sounds great, 0:13:49.120 --> 0:13:51.600 but it does seem like, you know, and especially now 0:13:51.720 --> 0:13:54.880 now we're really going to get into wonky wonky territory. 0:13:54.960 --> 0:13:57.840 But as we get into a t s C three 0:13:57.920 --> 0:14:03.280 point oh, that that kind of functionality should be pretty ready, 0:14:03.280 --> 0:14:07.160 you know, should be much more easily handled by broadcasters. 0:14:07.280 --> 0:14:11.720 If I understand all of that, right, I know, you know, absolutely, yeah, 0:14:11.720 --> 0:14:19.400 So I think the sort of promised interactivity that we 0:14:19.440 --> 0:14:21.560 have been we have been looking for in the future 0:14:21.600 --> 0:14:26.640 of broadcasting. Uh. Certainly, I think my entire career UM 0:14:26.760 --> 0:14:29.960 and and probably predating my career. UM, it feels like 0:14:30.000 --> 0:14:32.680 we are in the world that that is now happening. 0:14:32.960 --> 0:14:37.760 UM and UH certainly opportunities with a t SC three 0:14:37.800 --> 0:14:43.360 dot OU and in in my world and streaming, UH, 0:14:44.080 --> 0:14:47.920 we're already seeing the kind of beginnings of interactivity in 0:14:47.960 --> 0:14:53.280 the streaming space, even even just um sort of simple 0:14:53.840 --> 0:15:01.320 models of uh the sort of higher CPM interactive advertising 0:15:01.400 --> 0:15:07.560 that runs in video on demand services. UM, that that 0:15:07.680 --> 0:15:12.120 kind of offering to the consumer where they they're they're 0:15:12.160 --> 0:15:15.120 having a little bit more of a dialogue between them 0:15:15.160 --> 0:15:18.880 and the and the big screen. UM. I think there's 0:15:18.880 --> 0:15:23.080 a there's an enormous opportunity, and especially as our focus 0:15:23.440 --> 0:15:30.760 is deepening a relationship and deepening engagement with local consumers, 0:15:31.160 --> 0:15:33.360 I think there's a there's a ton of opportunity there 0:15:33.360 --> 0:15:36.280 for us. We know that there's so much investment going 0:15:36.320 --> 0:15:40.480 on in in that area of digital tools that enable 0:15:40.560 --> 0:15:43.160 that kind of conversation. That's what we're definitely here. From 0:15:43.320 --> 0:15:46.080 the investment side, we're always focused on what's the next 0:15:46.080 --> 0:15:49.880 studio and people are saying actually infrastructure, ticketing apps or 0:15:49.920 --> 0:15:51.680 the hot thing. But it makes sense. You know, you've 0:15:51.680 --> 0:15:53.760 got to you've got to facilitate it and we're all 0:15:53.760 --> 0:15:56.080 spoiled now we want it just we wanted a couple 0:15:56.080 --> 0:15:58.720 of clicks and oh, there it is. You know. Um, 0:15:59.160 --> 0:16:01.800 let me ask, so do you own? Does First own 0:16:01.880 --> 0:16:04.120 all the content? Is there? Is there any kind of 0:16:04.160 --> 0:16:06.840 licensing going on or do you I'm guessing you produce 0:16:06.920 --> 0:16:10.040 it using a lot of the station resources. So there's 0:16:10.040 --> 0:16:13.280 a there's a small amount of content that is licensed 0:16:13.280 --> 0:16:16.200 on Very Local, but the vast majority of what you 0:16:16.200 --> 0:16:18.920 see on Very Local UH is produced and owned by 0:16:18.960 --> 0:16:23.080 Hearst UM and this is really these are our programs 0:16:23.120 --> 0:16:29.000 that we have developed and defined specifically to highlight these 0:16:29.040 --> 0:16:33.360 markets and UH and you know, put put a lot 0:16:33.400 --> 0:16:36.480 of work into what is what is the best way 0:16:36.560 --> 0:16:38.840 to produce a show that is going to reflect this 0:16:38.960 --> 0:16:45.760 sitting don't surf around. We'll be right back with more 0:16:45.920 --> 0:16:49.920 on the future of local TV with Hearst Televisions Andrew Fitzgerald. 0:16:56.720 --> 0:17:00.520 And we're back with more from Hearst Televisions. Andrew Gerald. 0:17:01.760 --> 0:17:06.000 First has very well established Esquire, Costropolitan, you know magazines 0:17:06.040 --> 0:17:09.080 that have also a lot of content resources. Is there 0:17:09.080 --> 0:17:13.119 any Is there any cross pollination there? Absolutely? Um, So 0:17:13.440 --> 0:17:16.880 on Very Local, we have a few properties that are 0:17:17.840 --> 0:17:22.640 built by Herst magazine, so uh, the Delish food brand, 0:17:22.760 --> 0:17:25.600 we have um some shows under the Delicio food brand. 0:17:25.640 --> 0:17:29.560 We actually have a show from Esquire called In Transit, 0:17:30.160 --> 0:17:34.120 which is a celebrity interview show hosted by Dave Holmes 0:17:34.880 --> 0:17:38.160 in which he's um interviewing celebrities in an airport bar 0:17:38.760 --> 0:17:43.120 as they travel to different destinations around America, talking about genius, 0:17:43.160 --> 0:17:47.400 that's a career, their career, and also where they're where 0:17:47.400 --> 0:17:51.199 they're headed to. HM, well that's cool. Who um for 0:17:51.280 --> 0:17:53.639 the content that airs on Very Local? Who sells that? Does? 0:17:53.760 --> 0:17:55.840 Do you have a dedicated sales team or is the 0:17:55.920 --> 0:18:02.280 advertising sold by the individual station groups? So it's the 0:18:02.320 --> 0:18:05.840 advertising and Very Local right now is a mix of 0:18:06.000 --> 0:18:10.879 some locally sold through our Hearst any screen product and 0:18:10.920 --> 0:18:15.520 then some programmatic which is run by a team that 0:18:15.600 --> 0:18:20.159 handles our programmatic sales at large. It would seem intuitively 0:18:20.200 --> 0:18:22.159 that it's a great way to bring in advertisers that 0:18:22.200 --> 0:18:24.879 wouldn't maybe yet have the heft to be on linear 0:18:25.320 --> 0:18:27.520 at this stage. Is that Is that a fair assessment 0:18:27.560 --> 0:18:29.760 that you can it allows you to bring in people 0:18:29.760 --> 0:18:32.440 that it wouldn't otherwise be on the air. Well certainly 0:18:32.640 --> 0:18:36.639 for our so our first any screen product predates Very 0:18:36.680 --> 0:18:40.119 Local by I think about two years, and the idea 0:18:40.200 --> 0:18:45.840 there was to offer local advertisers the opportunity to be 0:18:45.920 --> 0:18:50.200 in the streaming landscape. Um. And so you know, through 0:18:51.080 --> 0:18:54.760 UH going out in the marketplace and finding the right 0:18:54.840 --> 0:19:00.439 inventory matches for local advertisers goals um. And now with 0:19:00.640 --> 0:19:04.600 very Local, we we are helping to connect those same 0:19:05.400 --> 0:19:11.040 local advertisers with audience consuming her television content um and 0:19:11.080 --> 0:19:15.040 we expect that to continue to increase um. And so 0:19:15.160 --> 0:19:19.800 it is I think the the opportunity right now is 0:19:22.000 --> 0:19:26.320 with our existing advertising relationships in local markets, how do 0:19:26.359 --> 0:19:30.720 we help bring those advertisers into this whole new world 0:19:30.800 --> 0:19:35.879 of advertising, whether whether that is within Very Local expanding 0:19:35.880 --> 0:19:44.040 out through streaming via her stanny screen Yah mhm um. 0:19:44.080 --> 0:19:46.640 What do you think? What do you find in terms 0:19:46.680 --> 0:19:49.720 of audience profile, the difference in the audience profile of 0:19:49.760 --> 0:19:52.560 people that watch tune into Very Local, whether it's the 0:19:52.560 --> 0:19:55.480 original content or a newscast versus what you'll what you'd 0:19:55.480 --> 0:19:59.760 see on the linear mothership station in the market. So 0:20:02.200 --> 0:20:07.040 very Local audience is pretty much as mass market as 0:20:07.040 --> 0:20:15.960 our linear stations, UM, with with perhaps a slightly younger event. Um, 0:20:16.240 --> 0:20:21.600 not surprising, but the but yeah, it is to be 0:20:21.680 --> 0:20:27.600 in the broadcast industry. Is your your market is very 0:20:27.680 --> 0:20:32.320 much general general mass market and your your affinity area, 0:20:32.440 --> 0:20:37.040 your interest graph is people care about the place that 0:20:37.080 --> 0:20:40.080 they live. Do you think about how you program very 0:20:40.119 --> 0:20:42.800 local so as to not in any way, you know, 0:20:43.040 --> 0:20:46.600 cannibalize a line linear audience or is that not a concern? 0:20:46.640 --> 0:20:48.800 Do you feel like you fish in different ponds in 0:20:48.920 --> 0:20:51.560 terms of in terms of the content that runs on 0:20:51.680 --> 0:20:53.920 Very Local and the content available you know that might 0:20:53.920 --> 0:20:56.600 be available say on the weekend on one of on 0:20:57.320 --> 0:21:02.919 one of the stations. Um, there there is not outside 0:21:02.920 --> 0:21:10.080 of the newscasts and other station produced uh, other stations 0:21:10.119 --> 0:21:14.320 produced content. Um, there is not a ton of overlap 0:21:14.440 --> 0:21:17.240 between what is airing a linear channel and what is 0:21:17.280 --> 0:21:21.640 airing and very local. Um. You know, the linear channel, 0:21:21.680 --> 0:21:24.760 in addition to our locally produced content, includes content from 0:21:24.760 --> 0:21:29.360 our syndication partners, content from our our network partners. Um, 0:21:29.760 --> 0:21:31.639 none of that is appearing in Very Local and so 0:21:32.440 --> 0:21:35.560 and then on the very local side, it's very it's 0:21:35.560 --> 0:21:40.480 actually quite rare for us to take original content that 0:21:40.520 --> 0:21:42.960 has been produced for Very Local and run that on 0:21:43.000 --> 0:21:49.080 the linear side. UM. Part of our Labor Day UH special, 0:21:49.840 --> 0:21:56.360 the More to Explore special is about highlighting these original 0:21:56.400 --> 0:21:59.960 shows that are exclusive to our streaming platform for our 0:22:00.080 --> 0:22:11.040 linear audiences. UM. We we think about for the audiences 0:22:11.080 --> 0:22:17.680 of the two platforms. On streaming, we're really looking at 0:22:19.520 --> 0:22:24.040 either an audience of folks that just are not consuming 0:22:25.040 --> 0:22:29.480 linear channels and so we're we're sort of offering them 0:22:29.520 --> 0:22:33.800 the local news and more. And then four audiences that 0:22:33.840 --> 0:22:39.160 are consuming content on our existing linear channel. They're they're 0:22:39.160 --> 0:22:43.119 already in that market. We're really viewing Very Local as 0:22:43.119 --> 0:22:46.480 an opportunity for them to deepen their engagement with that 0:22:46.600 --> 0:22:52.280 local station. UM, and so things like the value proposition 0:22:52.320 --> 0:22:59.160 for that consumer is these television stations produce absolutely incredible 0:22:59.680 --> 0:23:05.880 local news specials UM. And you know most just about 0:23:05.880 --> 0:23:08.680 all of our stations are are winning awards for their 0:23:09.359 --> 0:23:13.840 UH Deeper Chronicle investigations, which are half hour specials which 0:23:13.880 --> 0:23:17.840 air once or a couple of times on linear. With 0:23:17.920 --> 0:23:21.720 a Very Local platform, we can host those in perpetuity 0:23:22.400 --> 0:23:24.919 as video on demand assets. I see them, you know, 0:23:25.000 --> 0:23:27.919 you see especially like every year in the Peabody finalists 0:23:27.920 --> 0:23:30.359 and winners, you see you see these great these things 0:23:30.359 --> 0:23:32.920 that sound just on the surface to sound like amazing 0:23:33.000 --> 0:23:36.639 local investigations and they would air once or me and 0:23:36.720 --> 0:23:39.560 maybe be rerun a week later and then and that 0:23:39.640 --> 0:23:41.440 there is a lot and I will give hers to 0:23:41.440 --> 0:23:43.680 shout out. It is one of just you can tell 0:23:43.800 --> 0:23:45.679 that it's it's one of the few groups that are 0:23:45.720 --> 0:23:50.440 still really investing in sort of deep local investigative work. 0:23:50.440 --> 0:23:52.520 And that is you know, it's it's a shame to 0:23:52.600 --> 0:23:55.199 see that, to see that dwindling. So shout out to 0:23:55.240 --> 0:23:58.520 Hers for continuing that investment. And then it it makes 0:23:58.560 --> 0:24:01.320 so much sense for you too, and and pro tip 0:24:01.520 --> 0:24:04.320 around Peabodies that you could package and say, you know, 0:24:04.359 --> 0:24:06.440 because it's really like a lot of people are seeing 0:24:06.440 --> 0:24:08.399 these things and they sound you know, they sound like 0:24:08.440 --> 0:24:13.080 really impactful, impactful TV. Yeah. Absolutely, And I think the 0:24:14.080 --> 0:24:18.280 you know, for for us to be able to even 0:24:18.359 --> 0:24:22.560 better highlight that journalism that's happening in our in our 0:24:22.600 --> 0:24:27.080 local markets is that is as as much fun as 0:24:27.119 --> 0:24:30.919 we're having making original content that is travel shows and 0:24:30.960 --> 0:24:34.800 cooking shows. Um, it is really so core to very 0:24:34.800 --> 0:24:39.160 local is our delute to better highlight that local news 0:24:39.160 --> 0:24:44.280 content and increase the potential audience and the amount of 0:24:44.320 --> 0:24:47.600 time that that that content is accessible to people. Much 0:24:47.600 --> 0:24:51.720 of the production that is happening within Very Local is 0:24:52.240 --> 0:24:56.639 is actually independent of stations. Uh. And so we we 0:24:56.720 --> 0:25:01.080 have been for many of the shows were producing. We're 0:25:01.119 --> 0:25:05.320 operating in a in a new landscape. Interesting. Yeah, one 0:25:05.359 --> 0:25:07.479 of the many one of the many arenas that is 0:25:07.560 --> 0:25:11.760 adjusting to a lot you know, both more global and 0:25:11.840 --> 0:25:16.600 more hyper hyperlocal at the same time. Right. Uh, Andrew, 0:25:16.840 --> 0:25:19.720 I so appreciate, I so appreciate your time. My last 0:25:19.800 --> 0:25:22.760 question for you might be my toughest, but but but 0:25:22.840 --> 0:25:25.240 let me ask you at this point, is Very Local 0:25:25.320 --> 0:25:27.760 are you in a cash flow positive situation or are 0:25:27.800 --> 0:25:31.960 you still in building mode? Uh? We're still in building mode. Um. 0:25:31.960 --> 0:25:36.679 But we are so encouraged by the growth of the 0:25:36.680 --> 0:25:41.200 product and the connection that we're building with audiences. UM. 0:25:41.240 --> 0:25:45.159 So we're we're feeling very bullish on the product, truly. 0:25:45.200 --> 0:25:49.040 Andrew really appreciate. Uh. I love local broadcasting. I am 0:25:49.080 --> 0:25:51.640 really interested to watch its future. And I really appreciate 0:25:51.680 --> 0:25:54.159 you letting me lob questions at you about your effort. 0:25:54.160 --> 0:25:57.840 It's really interesting, and I think folks, even well outside 0:25:57.840 --> 0:26:00.320 of her market should go check out Very Local because 0:26:00.320 --> 0:26:02.280 I can tell you're putting a lot into it. If 0:26:02.440 --> 0:26:04.000 if I can, if I can give the plug. The 0:26:04.119 --> 0:26:06.240 Very Local app is available in any market in the 0:26:06.359 --> 0:26:09.600 United States. Uh It's on Roku and Amazon Fire and 0:26:09.800 --> 0:26:13.399 all of the other O, T, T and T TV categories, 0:26:13.440 --> 0:26:16.040 and we're on mobile. You can find us on on 0:26:16.119 --> 0:26:25.680 iOS and Android too. Thanks for listening. Be sure to 0:26:25.840 --> 0:26:28.679 leave us a review at Apple Podcasts. We love to 0:26:28.720 --> 0:26:32.240 hear from listeners, and please go to Variety dot com 0:26:32.280 --> 0:26:36.119 to sign up for the free Strictly Business newsletter, and 0:26:36.240 --> 0:26:39.560 don't forget to tune in next week for another episode 0:26:39.680 --> 0:26:40.720 of Strictly Business.