‘It’s Time To Re-Conceptualize Linear Television’


Broadcast television programming is structured, like time itself, in a linear fashion. That, of course, is by design.

Dayparts and programming were developed to mirror the patterns of daily American life.  Of course, those conceptual schedules – even before COVID-19 rampaged the world – were more of a relic of the way America used to be than a reflection of where work, culture and society is headed today, notes Raghu Kodige, the co-founder and Chief Product Officer at Alphonso who was named CEO of LG Ads on July 14.

But, on the whole, “this structure still mirrored lifestyle patterns for a good portion of America and facilitated attraction of, and advertising to, audience segments desired by marketers.”

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