Redefining Ad-Funded Monetization for Television Broadcasting and Video Content Monetization.

Alright, listen up. The world of ad-funded monetization for film, episodic TV, videos, and linear broadcasting is undergoing a seismic shift. Over the past few years, a new player has emerged on the scene: FAST, or Free Ad-Supported Streaming Television. It’s a clever model, curating linear television feeds using providers like Wurl and Amagi, then distributing them to platforms on a revenue-sharing basis. But don’t be fooled—this isn’t just a walk in the park.

The FAST Model: A New Frontier

FAST has become the go-to method for delivering content in a way that feels like traditional TV but operates in the digital realm. The beauty of it lies in its simplicity and accessibility. New technology companies saw an opportunity and pounced, recruiting services eager to exploit the low barriers to entry. It was a masterstroke, really. But as with all things that seem too good to be true, there’s a catch.

The Cost of Content

Let’s get one thing straight: creating new film and TV content, broadcasting live sports, and maintaining linear TV channels isn’t cheap. These ventures come with historic business models, overheads, and costs that can’t be ignored. On the flip side, businesses are willing to pay top dollar for ad-break spots within this content. It’s a delicate balance of supply and demand, where advertisers’ cash meets the high costs of content production.

The Ad-Tech Middlemen
Here’s where it gets murky. The ad-tech businesses—the intermediaries who facilitate these transactions—are taking a lion’s share of the earnings. They’re the unseen hands, skimming off the top and leaving broadcasters and content creators with less than their fair share. It’s a classic case of the middlemen making out like bandits while the real talent, the ones producing the content, are left to pick up the scraps.

The Transparency Issue

The lack of transparency in this ecosystem is staggering. Broadcasters and content owners are often in the dark about how their ad inventory is being sold and at what price. This opacity breeds mistrust and frustration, making the entire industry feel like a rigged game. The ad-tech companies are playing by their own rules, and everyone else is just trying to keep up.

The Future of Ad-Funded Media

If this industry is to survive, let alone thrive, there needs to be a reckoning. Greater transparency and fairness are essential. Broadcasters and content creators deserve to know how their work is being monetized and to receive a fair share of the revenue. Only then can we move towards a more equitable and sustainable future for ad-funded media.