How FAST Strategy Is Changing as the Ecosystem Matures
As we move well into the era of FAST 2.0, 在早期为FAST带来成功的策略还能带来回报并确保持续增长吗? Is it time for FAST pioneers to re-innovate? YouTube黄金时段频道的成功能给FAST品牌带来什么经验呢, less Wild West-like FAST ecosystem? Evan Shapiro, CEO, ESHAP, discusses these questions with Cameron Saless, Chief Business Officer, Trusted Media Brands, Chris Knight, President & CEO, Gusto Worldwide Media, and Evan Bregman, General Manager, Streaming, Tastemade in this clip from Streaming Media Connect 2023.
夏皮罗提到，可信媒体品牌是FAST的创新者和早期推动者. He asks Saless, “How are you emulating that early mover advantage? 既然你看到了生态系统的本质变化，你将如何在你的业务中模仿这种创新周期?”
萨利斯强调，由于有大量的选择，建立品牌资产对任何媒体业务都是至关重要的. “我们不只是把我们在这些不同平台上的内容放在FAST上,” he says. “We built out a team that comes from television. 我们打造以人才为导向、高制作价值的电视节目和模式. So you have to create a different experience there, and then you have to figure out how to pay for all this. And part of that is the packaging. 我们正在与丰田和KitchenAid等公司进行大规模合作，帮助他们以各种方式接触到受众, and going forward, we want to lean into that.”
Chris Knight of Gusto TV says, “我们正在四个不同的平台上制作四个不同的合拍片.”
Shapiro says, “So, just to clarify, 你正在为分销合作伙伴制作不同的节目，这些节目将在你的频道和他们的平台上播出?”
奈特说:“如果有一个节目能引起某个平台合作伙伴的共鸣，我们就会联合制作. “We split the costs.“这进一步强调了利用不同平台的合拍片来区分自己并创造收入的重要性.
Tastemade的Evan Bregman谈到了不断发展的“渠道”概念,，其中包括可以以各种方式消费的免费和付费内容的品牌页面. “If you want to see the future of what a channel looks like,” he says, “I highly recommend everyone spend some time looking at those YouTube channels that have primetime channels in them. The NFL is obviously the big one. There are many others, including Tastemade, that have a primetime channel on there. This is what a channel will look like in the future. It is a branded page with free and paywall content. 它有短格式和中间格式的内容，以各种不同的方式分发. 它的营销方式是将你带向付费体验, but you can consume that content whichever way you want. The key to that, like Cameron [Saless] was saying, 你是否熟悉这个品牌，是否来这里消费该品牌的产品.”
Watch full sessions from Streaming Media Connect November 2023. 流媒体连接2024目前也将持续到2月22日. Register here. We'll be back in person for Streaming Media NYC on May 20-22, 2024. More details here.
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