Content creators of different forms and sizes aim for two significant factors: audience and relevance. These two factors are contingent, meaning to say, the one needs the other to exists, or in this case, to gain revenue.
Every content creators of various niche aspire to establish a network, of course, on a larger scale. There’s the 24/7 linear channel setup which requires expensive artilleries, and there’s microchannel, a new generation of low-cost television.
As we headed towards the “post-cable” era, where traditional television is gradually losing its relevance, and advertisers opt to transact directly to content providers, setting up channels has never been as vital compared to recent years.
In today’s modern era, where audiences opt to use the web for all sorts of entertainment or traditional cable and broadcast services, content creators have more opportunities to market their services in a much larger scale. Adding to the influx of viewers that plump on web-based delivery, is the increasing number of consumers that choose to watch shows or materials via their mobile devices.
Dawn of Microchannels
FreeCast‘s defines microchannels as a low-cost web and over-the-air (OTA) distribution that provide content creators a more effective and more accessible television platform. If that’s a bit difficult to digest, think of Facebook Watch as an example, where content creators stream videos or materials for monetization and sponsorship acquisition.
If you’re a small and mid-sized content provider, attracting a deal with media companies to carry the channel is impossible. Hence, affordable distributions are the most effective way to build your audience slowly and entice advertisers.
Gold Mine For Content Creators
Cheddar is a millennial-focused finance channel that first broadcasted its services via Facebook. Cheddar relied on affordable distribution options and incorporated new ways to monetize its services to turn the company from zero to a $200 million worth acquisition.
The web-native channel moved to a subscription-based model, brand partnerships, and most importantly, they distributed their high-quality and in-demand contents to various streaming platforms. And by that, Cheddar grew as a reputable company at par to media giants of today.
Takeaways
Cheddar’s story is a testament that, indeed, there are silver linings in microchannels. The advantages brought by web-based TV distribution is an avenue for content providers to transact directly with relevant brands and create or distribute materials that drive businesses, at the same time, gain high profit.
FreeCast’s CEO, Bill Mobley, details that targeted channels, even with small audiences, are way more effective than a national network. Advertisers of particular brand aim for a specific channel that tackles the same niche since every audience is a prospect.
