The television industry is witnessing a significant shift as OBBM Network TV launches city-specific streaming channels across the United States, targeting evolving viewer habits and addressing growing distrust in mainstream media. This initiative responds to television viewership experiencing an upswing after a four-year decline, driven by changing lifestyle preferences and a desire for 'comfort' programming, as reported by Techreport.com. However, OBBM Network TV is tapping into a deeper trend: a hunger for alternative perspectives, particularly among conservative viewers who feel underserved by traditional outlets.
The network has identified a market gap left by what the BBC terms the 'Trusted News Initiative', which some argue has led to homogenized news content. OBBM Network TV aims to provide diverse viewpoints and locally focused content outside these established parameters. Larry Kortkamp of OBBM Network TV stated, "We're the other point of view, but we didn't like what we saw on many alternative mediums either. Angry, while warranted, is not attractive and doesn't build strong communities capable of withstanding global governance. We had to find a better way to strengthen conservative voices and we had to show our kids a better, higher quality of entertainment."
This approach is rooted in the belief that local confidence is crucial for rebuilding trust in media. By focusing on city-level coverage, OBBM Network TV provides viewers with information about local government, businesses, and community events that directly impact their lives. The rollout began in Q1 2024 with 18 local channels across Dallas-Fort Worth, followed by expansions to Florida's Space Coast, Houston, and Austin. The network plans to develop channels in Ohio, Colorado, and Wisconsin, with a goal of reaching 330 cities nationwide.
Content on these channels includes local news, civics education, family-oriented entertainment, and conservative commentary. The network emphasizes supporting local economies through targeted advertising, enabling businesses to reach community-specific audiences. This creates significant implications for HR vendors, as local businesses seeking to recruit talent or promote employer brands may find new advertising avenues through these hyper-local channels. The channels are available through popular streaming platforms such as Roku, AppleTV, and Amazon Fire TV Stick, with national programming accessible from each local channel.
For the human resources industry, this development presents both challenges and opportunities. HR vendors serving local markets may need to adapt their communication strategies to engage with communities through these new media channels. The network's focus on local economies suggests potential for partnerships between HR service providers and local businesses seeking visibility. Additionally, the emphasis on community-specific content could influence how organizations approach employer branding and recruitment messaging in different regions.
This innovative approach to television could reshape how Americans consume and engage with media in their communities. As the network expands, it may influence broader trends in media localization, content diversity, and the relationship between television and community engagement. The success of this model could encourage other media entities to reconsider their approach to local markets, potentially leading to a more diverse and decentralized media ecosystem with implications for how HR professionals and vendors connect with local talent pools and business communities.
