CTV - Internal Wiki

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Notes for future entries

Industry models/knowledge

Current working corporate development plan

Industry topic memos/overviews (i.e. measurement, programmatic, etc.)

Dallas learnings

Updated: 9/5/24

Phase I: Market research

Competitive analysis:

• Underserved opportunity – other OTA stations in market

Opportunity:

• audience size – 50k+?20k+?
• type – OTA penetration, income level indicator of DR

Opportunity:

• advertiser mix – casinos, regional outreach, other regional

Cost:

• Off set up by DR?

Geographic analysis and qualifying signals

Activation:

• Audience Choice
• List of qualifying signals
• Preliminary proforma – revenue side

Phase II: Procurement

Shop availability

• Determine Station relationship type – transactional vs partnership
• Determine Station stability
• Determine Station tech growth potential

Activation:

• Begin discussions with potential Stations

Phase III: Contract Negotiations/License clearing

Key terms to consider:

Costs:

• Term: want 2 year
• Cancellations: 6 months notice for room to pivot
• Music licensing: covered by Station
• FCC requirements: fulfilled by Station, not relevant if not primary
• Bandwidth allocation: ok if dynamic encoder
• Additional fees: annual one time fees, Titan
• Insurance requirements: liability of $1M ok, for E&O, not to cover station tower tech
• Possibility of live: TBD
• Ad allocation to Station: none

Programming license clearance:

• Verify all content licenses covered
• Assess additional costs
• Set up plan of notification to programmers

Technical set up prelim:

• Equipment costs
• Set up timeline estimates
• T&B feed set up
• Other transport set-up elements

Activation:

• Final executed agreement with Station
  • Start date to closely coincide with launch date
• Final programming schedule
• Preliminary tech timeline

Phase IV: Installation/Pre-launch Activities

Technical Installation

Sales preparation

Marketing Activities

Accounting set up

Activation:

Phase V: Launch and monitor

Phase VI: First assessment (3 months)

Phase VII: Second assessment (6 months)