Now is the Time for Every Business to Have Their Own Custom TV Channels

In this time of various versions of divisiveness in our population, our media outlets are pointed out as among the most egregious at aggravating this situation.

It is okay when a TV channel is being played in a residence or a known and non-changing audience, but often it puts businesses with TV viewing audiences in a difficult situation. 

Which channel is best for their audience?

The answer unfortunately is too often no single channel serves this purpose.

This hit home for our company recently when an auto dealership reached out to us.  They were trying to mediate customers arguing over which cable news network to put on their lounge TV.  They wanted to know could we provide a solution that would entertain their customers.

Of course we could, and did…not only with a channel that would entertain but also inform and make their visit more enjoyable and focused on the auto dealership viewing audience.

With this backdrop, it was encouraging to see a company take public their encountering the “what channel is best” situation ( 

Unfortunately, this company’s solution is to remove the most divisive channels, even though the remaining ones could still not be of interest to viewers.

Instead of providing what their viewers want, they decided to eliminate the channels currently causing disagreements.

So what next?  When someone renting an apartment says they don’t want to see anything for home improvement, or someone on a strict diet wants no cooking shows?  The way broadcast/cable TV is going it will soon be impossible to find a channel a business can play that will not offend someone.

Why shouldn’t every business have its own custom built and maintained channels?

The technology and infrastructure is in place to make this possible, whether the company does it themselves or uses a service from a company like ours.

We at Unified Brand have shown that every business can have its own television channel(s).  Every channel is custom-built and maintained for that company’s viewers.  The channels are unique for the day, time and potentially different viewer demographics pertaining to every TV screen.

As this is a new concept for companies to grasp, we recognize it is a first step to recognize broadcast/cable TV is not sufficient.  They are starting to recognize at the base level it is condescending to their visitors and employees.  The more brand aware businesses are seeing what it can mean to provide more meaningful communication.

Planning your AutoVision and NetNeighborhood TVs for the NFL!

Tonight it all starts again!  I know with Roethlisberger and Edelman prominent on my fantasy team I will be in front of the TV.

But what about the AutoVisionTV and NetNeighborhood screens within your store?

If your TVs can display external TV channels will you allow it?

After years of witnessing this, if there is not a process in place that all your staff knows for this, I can guarantee you will see a bunch of "Kathy and Hoda" playing on your TVs tomorrow morning (or "Price is Right" on Monday); or worse they will have "No Signal".

We suggest you develop a process and then let everyone on your team know:

  • If you have the capability to display external TV channels, on which TVs will they be allowed and to make sure they are returned in the morning.  This includes instructions for how each need to occur.
  • If you don't have this capability, let them know this, and some ideas on how to let customers know (who will inevitably ask to watch it).

If you need any help putting this together, please reach out to our team and we will be glad to provide you some templates.

Why shouldn't EVERY business have their own TV channel(s)?

Unified Brand started to help businesses unify their brand (duh!), primarily through the use of digital signage.  The intent was to ensure business visitors would get messaging that reinforced the brand communication experienced via other media, in a more timely and focused manner...based on the business having a visitor onsite, ready to watch the TV.

While this is not revolutionary, what we have discovered is too often digital signage is built and purposed as digital "signs", not as digital "TV's".

We have found the highest effectiveness is when the business positions the visitor as a TV Viewer.  We determine the environment associated with the viewer; where they they be watching, what are their demographics, how long will they watch, is it different from time of day/day of week, etc...just like a "normal" TV channel does.

Then we consult with the business on what messages they want to communicate.

These items converge into our buidling the most effective TV channel possible for that particular TV location (including channel changes over time).

This isn't rocket science, every TV channel on your cable box does this very thing at a mass market level.  They differentiate the viewer based on demographics (ie, ESPN for sports, CNN for news, et al);  but NOT customized for each TV screen location.

We do!  The newest technologies allow for us to do this for a different channel on potentially every TV screen in a business in a cost-effective and heavily user-customizable way.

In an auto dealership the viewers are different factors such as dwell time (5 minutes in the service drive, 15 minutes in F&I, 30 minutes in Showroom, potentially hours in the service lounge); purpose (service specials, new car features, parts specials, vehicle maintenance education, etc.); thus allowing for each to be different, specific, and customizable!

So I wonder, why shouldn't EVERY business have their own TV channels?