Connected TV (CTV) platforms have become the most strategic discovery surface in today’s media ecosystem. Whether on Roku, Fire TV, Samsung Tizen, LG webOS, or Google TV, the home page is now the first and often the only place where viewers decide what to watch. As fragmentation grows and advertising supported streaming accelerates, visibility on these home screens has become a powerful revenue lever for content owners, FAST channels, and streaming platforms.
Yet despite the importance of prime placement, very few companies can actually verify what their users see at home. Sponsored tiles, hero banners and featured carousels are negotiated with platforms, but teams rarely know whether these placements appeared consistently, behaved correctly, or guided viewers toward the intended content. In an environment where attention is scarce and switching is easy, this lack of real-world validation has significant economic impact.
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Media companies today face constant pressure to find new ways to engage audiences, build loyalty, foster deeper interaction, and reduce churn. As viewing behaviors continue to evolve, the television, once the most passive screen in the home, is ready for reinvention.
That’s where Vianeos’ V.comm for TV comes in: a breakthrough that merges communication and entertainment into one seamless experience, turning traditional viewing into a meaningful connection.
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Streaming platforms and content owners are facing immense pressure to acquire, localize, and distribute content rapidly across numerous territories and platforms. In other words, do more with every asset, and do it faster than ever before.
Audiences now expect content to be available everywhere, in their language, on the device of their choice, and often in multiple versions or formats. At the same time, media and entertainment (M&E) leadership is asking tough questions (and rightfully so) about return on investment, margin, and which titles really justify additional budget.
That intersection between rights, scheduling, and monetization defines the current M&E playing field and has become the heart of the modern content chain. The rapid transition from linear broadcasting to on-demand content consumption has heightened the urgency for speed and flexibility, but also for something more fundamental: a mindset shift focused on agile, rapid-response operations across the entire media supply chain.
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Don’t be fooled. We are in the midst of the biggest opportunity ever seen for broadcasting.
You’re thinking, “how’s that possible when 2025 marks the year when…”
- …more than half of Americans prefer news via social media.
- …streaming has surpassed linear in total viewing hours.
- …the creator economy is pulling in more ad revenue than traditional media.
Doesn’t that define a decline, not an opportunity?
Only if you dig your heels into the old ways and resist adopting a multiplatform, creator-native business model.
This article will outline tips for creating value with new approaches to distribution, measuring success and monetization.
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As new members of IABM, we wanted to share our thoughts on some of the big challenges affecting the industry and why personalization is no longer seen as a bonus feature but a necessity. As technology becomes more accessible, as well as the opportunities it brings, it can also raise questions about privacy, sustainability and scalability.
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The IABM Technology and Trends Roadmap isn’t just for industry technologists to use as a reference. IABM has discovered industry execs using it as a starting point for their keynote speeches: product line managers are using it to plot their own products; and corporate board members get a better understanding of where the company’s products sit on the adoption curve, hence a better grasp or risks vs gross margins. This also assists marketing activities by giving an indication of how best to promote products within M&E and adjacent/vertical market areas.
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The shift toward live IP video delivery has unlocked new possibilities for broadcasters, content providers, and production teams. This transition is enabling greater flexibility in content distribution by supporting delivery of high-quality video across multiple platforms with lower latency, improved scalability, and reduced infrastructure costs. However, with greater flexibility has come greater complexity.
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As television consumption continues to evolve, service providers must embrace new technologies to remain competitive. The traditional model of content delivery, where viewers passively consume programming on rigid schedules, is long gone. Today, audiences expect seamless, personalized, and on-demand experiences that cater to their preferences, interests, and habits. At the same time, monetization strategies are becoming more sophisticated, moving beyond basic subscription models to incorporate advertising, hybrid AVOD/SVOD approaches, and real-time data-driven revenue opportunities.
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In the television world, generating new revenue can be a significant battle. Broadcasters and video service providers face growing competition for eyeballs, changing viewer demands, cost pressures, and an array of regulations, amongst other challenges. As the television industry evolves, broadcasters and service providers need to find new ways to attract viewers, engage audiences, and increase revenue.
This article will highlight some of the key challenges that broadcasters and video service providers face when monetizing content and offer innovative solutions for generating new TV revenue, including personalized FAST channels, targeted TV advertising, tailored content packages, and shoppable TV.
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In the realm of sports, AI technology is helping content managers and rights holders activate their content in a way that enables them to reimagine the value derived from live sporting events, as well as their archival content, unlocking new revenue opportunities in a dynamic landscape.
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