Why FAST Channels Need to Look Like Legacy TV Channels to Succeed
FAST channels, or free ad-supported streaming television, are a new and popular form of streaming content, that offer free linear and on-demand content to viewers, across various genres and platforms. FAST channels are monetized through advertising, which can be traditional, interactive, or programmatic. FAST channels have many advantages over legacy TV channels, such as lower costs, higher flexibility, and wider reach.
FAST Channel Challenges for Broadcasters
However, FAST channels also face many challenges and risks, such as increasing competition, changing regulations, and evolving consumer preferences. To survive and thrive in the streaming market, FAST channels need to look like legacy TV channels, in terms of content quality, user experience, and brand identity. This is because advertisers’ expectations and TV audience demands have not changed, and they both think streaming should make it better, not worse. Here are some reasons why FAST channels need to look like legacy TV channels to succeed:
- Content quality: FAST channels need to offer high-quality and engaging content, that can attract and retain viewers, and that can compete with the content offered by legacy TV channels and other streaming services. FAST channels need to invest in content acquisition, production, and licensing, and to ensure that their content is relevant, diverse, and original. FAST channels also need to comply with the content standards and regulations of the streaming industry, such as ratings, captions, and parental controls. Content quality is a key factor that influences viewers’ and advertisers’ satisfaction and loyalty, and that impacts FAST channels’ revenue and reputation.
- User experience: FAST channels need to provide a smooth and seamless user experience, that can enhance and personalize viewers’ enjoyment and convenience, and that can match or exceed the user experience offered by legacy TV channels and other streaming services. FAST channels need to distribute and deliver their content across multiple platforms and devices, such as Samsung TV Plus, Roku, and Amazon Fire TV, and to integrate with various ad networks and partners. FAST channels also need to optimize their content discovery, navigation, and playback features, and to minimize their buffering, loading, and ad frequency issues. User experience is a key factor that influences viewers’ and advertisers’ engagement and retention, and that impacts FAST channels’ performance and growth.
- Brand identity: FAST channels need to create and maintain a strong and consistent brand identity, that can differentiate and position themselves in the streaming market, and that can align with their target audience and genre. FAST channels need to design and customize their own channel interface, layout, and features, and to upload and manage their content library and schedule. FAST channels also need to communicate and promote their brand message and value proposition, and to leverage their brand awareness and recall. Brand identity is a key factor that influences viewers’ and advertisers’ perception and preference, and that impacts FAST channels’ competitiveness and sustainability.
Therefore, FAST channels need to look like legacy TV channels to succeed, by offering high-quality content, smooth user experience, and strong brand identity. FAST channels need to learn from and emulate the best practices and standards of legacy TV channels, while also innovating and improving their own streaming solutions. FAST channels need to meet and exceed the expectations and demands of viewers and advertisers, and to prove that streaming can make it better, not worse.