Ken Kolb

Congratulations! Your direct response television (DRTV) commercial has been produced, and you’re ready to go. The next step is to determine which media outlets will best serve your requirements while working within the DRTV parameters. Depending on whether you choose a long-form infomercial or a short-form 30- or 60-second spot (referred to in the business as 30s and 60s), your options will vary. But first, let’s take a look at how the television medium is evolving these days, thus affecting the opportunities for advertisers. Changes in the Broadcast Environment Gone are the days when all we had were local ABC, CBS, NBC and an independent station in

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