Broadcasters are missing the mark on getting visibility for their upgraded tech. If discoverability isn’t prioritized, they risk becoming obsolete.
Broadcasters have poured significant resources into advanced transmission technologies like ATSC 3.0 and HD Radio, which boast features like 4K HDR video, improved audio, targeted advertising, and better emergency alerts. However, these innovations are rendered useless if they remain hidden within complicated user interfaces. If consumers can’t easily find local news or sports, they’ll gravitate toward options that are more readily accessible.
The way users experience broadcast content is heavily influenced by design choices made in software. In many vehicles, traditional AM-FM radio is buried beneath layers of menus, overshadowed by Bluetooth, Apple CarPlay, Android Auto, and various streaming services. Smart TVs often default to home screens filled with streaming apps, with broadcast options relegated to a submenu labeled “Live TV” that may not even be visible. As a result, broadcasting is being sidelined in users’ daily media consumption.
This lack of visibility has serious implications. Consumers naturally choose the path of least resistance, and when local broadcasts require extra effort to find, they’ll often stick to what’s easiest to access. The current strategy of upgrading transmission capabilities without addressing discoverability could be a gamble — one that may not pay off if users don’t know where to look for these enhanced options.
To reverse this troubling trend, three critical initiatives are essential for broadcasters:
1. **Zero-Friction Access**: Broadcasting must become a seamless part of the user experience. Getting to “Live TV” or “Radio” should be a one-click operation directly from the home screen. Automatic setup should occur upon connecting a device to an antenna or tuner, complete with prompts like, “We’ve found 32 free local channels.” If users have to navigate through complex menus to find local broadcasts, the industry has already lost.
2. **Consumer-Friendly Language**: The terminology used should resonate with consumers. Rather than framing content in technical terms like “Antenna” or “Tuner,” broadcasters should categorize it under engaging labels like “Live & Local.” Local news, sports, and weather should be featured prominently alongside streaming options, making it easier for users to discover content by program or topic, rather than just by channel numbers.
3. **Design for Habits**: The goal isn’t just to impress consumers once, but to foster daily engagement. Allowing users to pin their favorite local channels to their home screens or car interfaces can enhance habitual use. Integrating voice commands for easy access to local content will also help. Utilizing the rich metadata features of ATSC 3.0 and HD Radio can create engaging experiences that highlight the advantages of broadcast over streaming options.
Broadcasting serves the public interest, yet current UI trends obscure its value. The industry needs to advocate for better placement within user interfaces, emphasizing its reliability, local trustworthiness, and independence from bandwidth limitations. These unique attributes offer advantages that streaming services can’t replicate, but only if consumers can easily locate them.
Ultimately, the battle at hand is about visibility rather than technology. Discoverability has become the new signal strength. If broadcasting aims to maintain relevance, it must transition from focusing solely on transmission improvements to enhancing the overall user experience.
