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WASHINGTON, D.C. Requiring cable operators to offer programming a la carte could drive smaller channels out of business, forcing ad buyers to turn to network TV and away from highly-targeted cable purchases, a leading media planner said on Thursday.
Jon Mandel, co-CEO of Mediacom USA, said lesser-known channels that depend on assured carriage to establish an audience and cultivate an advertiser base would likely suffer. “If they’re not in the home, they’re never going to get discovered,” Mandel told a symposium hosted by the Federal Communications Commission.
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