signage a viable operation. They Local broadcasters and
can provide relevant local multichannel operators generally
content and branding support already have local production
to network owners or for their facilities and teams in place. This
own networks. They also can enables them to build on their
link advertisers and content or existing infrastructure to imple-
network owners because the lo- ment video-based signage net-
cal broadcaster knows the local works. The result is creating new
and we’re familiar with the basic businesses and local advertisers revenue while relying on legacy
equipment and the key players – well. So they can help provide a partners and relationships.
ad agencies and advertisers.” link or sales channel to the right “It’s a low-risk, quick-to-mar-
Morris agrees. He says that advertisers for a given network ket strategy,” says John Holmes,
broadcasters can use their local or content provider. “Their local- marketing manager for public
presence, their content and their ness is really their advantage,” displays, Sony (Booth C10515).
relationships to make digital Morris says. While implementing a digital
signage operation presents an
InfoCaster digital signage systems from Harris opportunity for growth, there
(Booth N2502) drive graphics and live video/audio are some issues to keep in
content to more than 150 screens throughout mind. “Being able to target and
the World Market Center Las Vegas. manage the content, promo-

rate revenue.

GINEERING

tions and the advertising, and to make sure they’re reaching the intended audience without adding a great deal of staff or infrastructure is very important,” Morris says. “Those systems, quite frankly, are just emerging.”

In addition, if broadcasters are going to build out networks, they’ll need high-quality and scalable architecture. They’ll need a network operations center – either in-house or contracted; displays; digital-signage media players; servers, switches and other networking devices; scheduling software; distribution software; logging and proof of playback reporting; and content and customer relationship software. ●

Out-of-Home Media Mobile TV Show Highlights Content Production & Post Broadcast IPTV