RUN3TV: The Race Broadcasters Cannot Afford To Lose

LocalProximity
Written By Tim Hanlon

In today’s rapidly evolving media landscape, where viewers demand content on their own terms, the broadcasting industry faces a pivotal challenge: adapt or risk irrelevance. Enter RUN3TV, a revolutionary platform that merges the reliability of traditional over-the-air broadcasting with the flexibility and interactivity of digital streaming. RUN3TV is more than a technological advancement; it’s a paradigm shift in what it means to be a broadcaster in the digital age.

High Stakes in a New Frontier

Spun out of the Pearl TV consortium’s ATSC 3.0 Framework Alliance last June, the newly independent RUN3TV harnesses the power of NEXTGEN TV’s ATSC 3.0 A/344 Interactive Broadcast Standard technology to create a hybrid viewing experience that combines the strengths of broadcast and broadband. This is not merely an incremental upgrade; it’s a complete reimagining of broadcast television. By offering enhanced video quality, interactive features, and detailed viewer analytics, RUN3TV enables broadcasters to provide experiences previously exclusive to streaming video giants like Netflix or YouTube.

For broadcasters, the stakes couldn’t be higher. The dominance of streaming platforms and the fragmentation of audiences across digital and social media channels have eroded traditional television’s once-unassailable position as media’s primary entertainment and information vehicle. RUN3TV provides a potential lifeline — a way to remain competitive by delivering the interactive, personalized experiences today’s viewers expect, all while preserving the broad reach and reliability of over-the-air broadcasting.

Reclaiming Audience and Revenue

One of RUN3TV’s most transformative features is its ability to generate detailed audience insights. In an era where precise data drives content strategy and advertising, RUN3TV levels the playing field for broadcasters. With advanced viewership analytics, broadcasters can tailor content and advertising to meet the preferences of fragmented and tech-savvy audiences, including elusive millennials and Gen Z viewers. (A just-announced partnership with audience measurement firm TVision Insights hints at how this might eventually evolve.)

Moreover, RUN3TV unlocks new revenue opportunities. With features like dynamic ad insertion and interactive advertisements, broadcasters can provide advertisers with precision targeting and engaging formats that rival digital platforms. This capability not only increases the value of ad inventory but also offers broadcasters a way to counteract declining revenues from traditional advertising models.

Integrated Solutions for Fragmented Audiences

RUN3TV’s hybrid model addresses the critical challenge of audience fragmentation. By seamlessly integrating live, local content with on-demand capabilities, it meets viewers wherever they are, without forcing them to choose between platforms. Features such as program restart, advanced emergency alerts, and personalized viewing options provide a cohesive experience that keeps viewers engaged.

Additionally, RUN3TV empowers broadcasters to maintain their distinct competitive edge: live, local programming. By combining this strength with the interactivity and data-driven personalization of digital platforms, broadcasters can attract younger viewers who have historically shunned traditional TV.

Challenges on the Path to Adoption

Despite its promise, the road to widespread adoption of RUN3TV is not without obstacles. Upgrading to ATSC 3.0 demands significant investment in infrastructure, and not all broadcasters are financially prepared — or strategically willing — to make the leap. Consumer adoption also presents a challenge, as viewers need compatible devices to fully experience the benefits of the technology. Strategic partnerships with manufacturers have been choppy and more robust consumer education will be critical to overcoming these hurdles.

Regulatory issues further complicate the path forward. The FCC’s evolving policies on ATSC 3.0 require broadcasters to navigate a complex web of rules and standards, and a change in Presidential administration later this month is not likely to make the road any smoother in the near term.

A Call to Action

Still, RUN3TV represents the future of broadcasting — a future where linear and digital experiences can converge into more seamless, engaging, and profitable viewer journeys. Major broadcasting groups like Gray Television and Sinclair Broadcast Group are already investing heavily in this transformative technology, and RUN3TV is now available in nearly 100 markets, supported by an increasing number of NEXTGEN TV-enabled devices.

The next 12-18 months offer broadcasters have a narrow window of opportunity to more aggressively adopt this technology and secure their relevance in an increasingly competitive media ecosystem. Those who embrace RUN3TV can redefine their role in the digital age, offering viewers an unparalleled hybrid experience while opening new revenue streams and reclaiming lost audiences.

The race to RUN3TV is more than a technological shift — it’s a battle for survival. In this race, there is no silver medal. Broadcasters must adapt, innovate, and lead — or risk being left behind.

Tim Hanlon

Tim Hanlon is the Founder & CEO of the Chicago-based Vertere Group, LLC – a boutique strategic consulting and advisory firm focused on helping today’s most forward-leaning media companies, brands, entrepreneurs, and investors benefit from rapidly changing technological advances in marketing, media and consumer communications.

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