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Digital Stations — What Are They, and Why Should You Care?

by Media | April 25th, 2013

This blog post was written by Senior Media Buyers Jenny Druckenmiller and Darron McKnight.

What are Digital Stations?

When the media team refers to digital stations, we are talking about digital substations that are carried by major networks. In 2009, the FCC required broadcasters to stop sending analog signals and switch to digital signals. One of the benefits for TV stations is that digital allows “multicasting” or sending out more than one network on the same radio frequency. Now, instead of a TV station only having access to channel 5, they can use 5.1 for their main network and use 5.2 and 5.3 for other networks.

Digital stations include: Bounce, RetroTV, Me-TV and This-TV. Bounce is an African-American entertainment network, Retro TV, airs classic television shows, Me-TV, offers programming from the 50’s through the 80’s, and This-TV showcases classic movies. These networks can be carried by any TV station.

NBC and ABC have created their own dedicated digital stations to be carried by their local affiliates. NBC’s digital station is Cozi, which airs news and lifestyle programs as well as classic shows from NBC’s library. ABC has Live Well Network, which focuses on home, health and lifestyle programming. These stations air programs that they own, can cheaply produce, or are not as expensive to acquire as current prime programming.

Why Should You Care?

We have been buying digital stations since 2009 and have found them to be extremely efficient and effective for driving calls. Utilizing digital stations means lower rates, added frequency to your schedule and greater exposure for your firm.

More questions? Contact your Client Services team today.