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TVB Forward 2017: In a Drifting Landscape, Local Plunges Ahead

Local television—and its ability to adapt to an increasingly digitized ecosystem—has become quite the hot topic. 

At the recent TVB Forward 2017 Conference, industry experts shared their views on how local broadcast television can not only adapt, but thrive. Local TV acts as a powerful influence in communities because of its trust among viewers, its connectedness to the community, and its ability to forge closer relationships with brands.

TVB Forward 2017 was full of highlights—from new measurement protocols and adapting social media to local TV brands to ascertaining the financial health of certain important sales categories.

Toward a Better Measurement
TV measurement capabilities are certainly seeing meaningful strides forward: The big announcement at the start of the meeting was that Live Viewing +1 will be the new local currency to measure delivery. This should more closely match local TV with national measurement and has the capacity to post additional impressions to help meet delivery goals. The Television Bureau of Advertising (TVB) has also been working with the Media Rating Council on a best practices document for conducting an audit.

Read the full article on the Videa blog.

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