AMC Networks and Disney Just Jumped on Board This New Normal in TV Advertising
The displacement of conventional cable TV by streaming alternatives continues, this time at the hands of the channels themselves. On Wednesday, AMC Networks (NASDAQ: AMCX) -- the name behind Sundance TV, IFC, Shudder, AMC, and other popular television venues -- announced it would join a so-called addressable television ad initiative started by a trio of cable names last year.
That decision follows a similar one Walt Disney (NYSE: DIS) revealed a week ago, when the media giant announced it would be joining an addressable TV beta program developed by TV-ratings name Nielsen (NYSE: NLSN). AMC was already participating in Nielsen's experiment that got going in January, as were Comcast's (NASDAQ: CMCSA) NBCUniversal, ViacomCBS' CBS, Discovery, and others.
One doesn't have to read between the lines. The players that have the most to lose from the demise of cable as well as the most to gain from the rise of streaming are embracing addressable television. That strong interest raises a few questions: Why? And what is it?
Source Fool.com
