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The power of film and video to shape our perceptions of a place are rarely surpassed, except by actually experiencing the place in person.
And with YouTube, Vimeo, GoPro, and hundreds of channels in high-definition, the choices of what to watch and how are greater than ever. The traditional travel video programming isn’t dead, but how, when and where we see it has radically changed. And what we expect to see as viewers continually challenges media brands to rethink how they distribute their programs, how viewers discover them, and the devices they watch them on.
Once brands get viewers, what they do with them has changed, too. Brand integration and partnerships integrate advertising deeper into the content, while digital analytics offer greater insight into the habits of their viewers.
To better understand what we see and why we’re seeing it, we’re speaking today with two leaders in travel programming. Ross Babbit is SVP Programming at Travel Channel, where he’s led the team that over the last year has overhauled the channel’s programming so that it can better reach not just cable subscribers but viewers on the web and through its smartphone and tablet applications.
We’re also joined by Betsy Sanner Ayala, VP of Programming and Production at PlanesTrains+Automobiles. PTA launched its on-demand digital channel in 2014 and can now be seen online as well as through Roku, Amazon, Sonifi, and in-flight on Delta Air Lines.