Launching a FAST TV Service for a Leading Content Provider

Client Profile:
Our client is a prominent content distributor with a substantial library of high-quality content, typically licensed to various TV networks and streaming platforms. Facing an evolving media landscape with changing viewer behaviors and the growing popularity of ad-supported models, the client sought new opportunities to leverage their library more profitably and increase audience engagement.

Objective:
To develop a direct-to-consumer revenue stream through a Free Ad-supported Streaming Television (FAST) strategy, allowing the client to create a new set of audience-centered channels using their extensive catalog, all while building stronger relationships with viewers and advertising partners.

Strategic Recommendation: Embracing FAST TV

Global Media Consult recognized that the client’s unique position in the market made them an ideal candidate for launching multiple FAST channels. Through our FAST TV strategy, we advised them to leverage their library to create themed channels tailored to specific demographics and interests, delivering curated, ad-supported content. Our proposal outlined key objectives and steps, addressing not only the technological and operational requirements but also critical strategic considerations.

Key Benefits of the FAST TV Approach
  1. Revenue Diversification and Growth:
    By monetizing their existing library through ad-supported streaming channels, the client could access new revenue streams without significant additional production costs. This included ad sales, revenue-sharing agreements, and carriage fees. Additionally, thematic channels opened doors to new advertisers interested in targeting niche or local audiences.
  2. Customer Retention and “Lean Back” Experience:
    Understanding the importance of curated experiences, we helped the client design FAST channels that offer viewers a “lean back” experience with well-programmed, easy-to-watch content. This setup appeals to viewers who enjoy the simplicity of linear TV but with the on-demand flexibility of streaming, keeping them engaged and reducing churn.
  3. Replacing Underperforming Pay TV Channels:
    With pay-TV subscriptions on the decline, the client’s FAST channels offered a cost-effective alternative for audiences looking to reduce expenses without sacrificing quality content. This strategy proved to be a retention tool for viewers moving away from traditional subscriptions, helping to retain brand loyalty.
  4. Enhanced Audience Data and Personalization:
    FAST channels allowed the client to collect detailed insights on viewer behaviors, preferences, and ad consumption. Leveraging this data, we helped them tailor content and ad strategies to different demographics, refining the customer experience and enabling hyper-targeted advertising.
  5. Expansion into New Advertising Markets:
    FAST’s flexible ad model permitted the client to offer advertising opportunities to smaller, local businesses that previously couldn’t afford TV campaigns. This opened up a new segment of local and niche advertisers, enriching their ad inventory and expanding their client base.
  6. Funnel for Premium Services:
    The client could also leverage their FAST channels as a marketing funnel for premium services. Channels featured teasers of exclusive content available only to subscribers, driving viewers towards subscription-based, high-value offerings and strengthening the client’s content ecosystem.
  7. First-Mover Advantage in a Rapidly Growing Market:
    Recognizing FAST as a booming trend, particularly in emerging markets, we advised the client to launch their service early to secure their presence and “shelf space” before other competitors entered the scene. Their rapid launch established them as a significant player in the local FAST market, similar to the success seen by early entrants like Pluto TV.
  8. Strengthened Brand and Customer Loyalty:
    The direct-to-consumer model enhanced customer relationships by creating a more direct, personalized interaction with viewers, fostering brand loyalty. It also allowed the client to position itself as a go-to destination for diverse, specialized content.
Implementation Highlights

Global Media Consult collaborated closely with the client’s team to deliver a successful and timely FAST channel launch:

  • Content Curation and Channel Design: Leveraging our industry expertise, we guided the client in selecting and curating content to fit channel themes, ensuring appeal to target audiences.
  • Technology and Operations: We helped select a reliable, scalable streaming platform suitable for FAST TV and optimized to support dynamic ad insertion.
  • Marketing and Advertising Strategy: By using their customer data and insights, we helped the client craft personalized ad offerings, expanding their advertising reach while enhancing viewer experience.
Outcome and Impact

Within the first year, the client reported a 30% increase in overall revenue attributable to FAST channels and significantly improved audience engagement. Their FAST service became a top choice for audiences interested in ad-supported, linear streaming options, while simultaneously drawing advertisers eager to reach new market segments.

The success of this launch established a sustainable, profitable business model that continues to evolve, positioning the client at the forefront of digital transformation in the streaming industry.

Next Steps

With ongoing support from Global Media Consult, the client is now exploring further expansion opportunities in FAST TV, considering additional thematic channels, localized content variations, and further data-driven advertising innovations. This continued partnership reinforces their strategic evolution, ensuring they remain competitive and relevant in the fast-evolving world of media and entertainment.