Launching a FAST channel in 2024: Everything you need to know

1. Curate a compelling content library
2. Select a future-proof technology partner
3. Define your FAST Channel’s identity
4. Monetise smartly with targeted advertising
5. Optimise for multi-platform accessibility
6. Syndication: Expand or retain control?
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The digital landscape in 2024 is brimming with opportunities for content creators and distributors, and one of the most compelling avenues is launching a FAST (Free Ad-Supported Television) channel. As traditional TV continues to decline, FAST channels are quickly becoming the new frontier in media consumption. They offer a blend of traditional linear television experience with the flexibility and scalability of digital platforms. In this article, we’ll explore the steps you need to take to successfully launch your own FAST channel in 2024, with a focus on key strategies that will set you apart in this competitive space.

1. Curate a compelling content library

Content is the cornerstone of any successful FAST channel. However, the key in 2024 isn’t just about quantity — it’s about strategic curation. Thematic content channels resonate well with audiences, as they cater to specific interests, making them more likely to attract and retain viewers. For instance, if you have a wealth of classic sitcoms, a channel dedicated to '90s nostalgia could be a hit. The aim is to create a channel that offers something unique and compelling, encouraging viewers to tune in regularly.

Pro tip: Diversify your content sources. Consider acquiring niche, high-quality content that might not have a home on mainstream platforms but has a dedicated fan base. Aggregating such content can position your FAST channel as a go-to destination for specific genres or themes.

2. Select a future-proof technology partner

Your choice of technology partner will directly impact the success of your FAST channel. In 2024’s crowded OTT landscape, it's essential to work with a partner who offers comprehensive solutions for content management, delivery, analytics, and monetisation.

At Simplestream, we've partnered with major brands like Channel 4, PBS America, and Blaze — from content creation and seamless delivery to real-time data analytics and ad monetisation. Our track record and client stories show that we know how to make FAST channels thrive.

Critical considerations:

• Ensure your partner supports multi-device streaming and has a robust infrastructure for global reach.

• Look for seamless integration with major ad networks and advanced targeting capabilities to maximise your CPM (Cost Per Mille).
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3. Define your FAST Channel’s identity

One size does not fit all when it comes to FAST channels. The structure and presentation of your content should align with your target audience's viewing habits. For example, a news-focused channel might benefit from a traditional EPG (Electronic Program Guide) structure, whereas a channel dedicated to kids' content might be better served by a continuous loop of short episodes.

Key Formats to Consider:

• EPG/Scheduled broadcasting: Ideal for news, sports, or talk shows where the timing of content is crucial.

• Looped content: Perfect for channels focused on background entertainment, like music videos or relaxing ambient visuals.

• Thematic playlists: Great for niche audiences, offering curated content blocks that cater to specific interests.

4. Monetise smartly with targeted advertising

In 2024, the power of advertising on FAST channels lies in precision. Thanks to advancements in Server-Side Ad Insertion (SSAI), you can deliver highly targeted ads that resonate with your audience, resulting in higher engagement and, ultimately, higher CPMs. Leveraging data-driven ad placements allows for better audience targeting, which not only enhances the viewing experience but also boosts your revenue potential.
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Popular monetisation strategies:

• Dynamic Ad Insertion: Insert ads based on viewer demographics, behaviour, and viewing patterns for maximum relevance.

• Programmatic Advertising: Automate your ad sales to maximise fill rates and ensure you’re getting the highest possible CPM.

5. Optimise for multi-platform accessibility

In today’s digital ecosystem, your FAST channel must be accessible on multiple platforms to capture a broad audience. This means developing apps for smart TVs, mobile devices, and streaming boxes. Additionally, having a responsive web-based platform ensures that your channel can be accessed on any device, anytime, anywhere.

Best Practices:

• Focus on UI/UX design to provide a seamless experience across all platforms.

• Use real-time analytics to monitor performance and make data-driven decisions to optimise content and ad placements.

6. Strategise syndication: Expand or retain control?

Syndication is a double-edged sword. On one hand, it can significantly broaden your channel’s reach by distributing your content across multiple platforms. On the other hand, it can dilute your brand and control over content distribution. In 2024, the decision to syndicate should be based on your overall business goals. If you aim to build a strong brand presence and a loyal viewer base, consider retaining control by focusing on your own platform.
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Considerations:

• Evaluate the revenue-sharing models of potential syndication partners.

• Consider the long-term brand implications of syndicating your content.

Conclusion

As the demand for ad-supported streaming grows, now is the perfect time to enter the market with a well-planned, strategically differentiated FAST channel. Start by choosing the right partner, like Simplestream as our Channel Studio service offers the tools and support you need to bring your vision to life.

Whether you're a content creator looking to expand your reach or a media company diversifying your offerings, launching a FAST channel could be as easy as booking a demo with one of our experts!