New York,28Feb, 2017: The New York Times will air its first TV ad in seven years on Sunday’s broadcast of the Academy Awards on ABC, as the 166-year old newspaper looks to highlight independent journalism amid U.S. President Donald Trump’s attacks on the media as “fake news.”
The Oscars are among the pricier ad buys on television, with 30-second commercials going for between $1.9 and $2 million, according to ad-tracking firm Kantar Media. While ABC, owned by Walt Disney, does not comment on how much it receives from advertisers, a source with knowledge of negotiations said the Times’ ad buy was in that range.
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The Oscars is traditionally the most-watched non-sports event broadcast in the United States.
Since Trump’s November 8 election victory, the Times has seen an uptick in digital subscribers and revenue even as its business on the print side declines. During the Times’ most recent quarter, the paper added 276,000 digital subscribers and grew digital ad revenue by nearly 11 percent, accounting for more than 40 percent of its overall ad revenues.
People ride the subway as they read newspapers as the train pulls into the Times Square in Manhattan, New York, Feb. 17, 2017.
Building online readership
The New York Times, the Financial Times, The Wall Street Journal and Gannett are building on the online readership they gained during the 2016 presidential election by marketing unbiased reporting as a sales strategy.
Trump has repeatedly bashed the press. In a tweet last week citing The New York Times, NBC, ABC, CBS and CNN, he said the media was “the enemy of the American People!”
Last year’s Oscars broadcast attracted 34.4 million viewers, making it the third-lowest-rated Oscars since 1974. Still, only National Football League games and Fox’s airing of the final game of last fall’s World Series drew more viewers in 2016.
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Ad a response to ‘fake news’
The New York Times commercial is part of a broader brand campaign, the paper’s first in a decade, that aims to position the newspaper as a reliable outlet in the face of the rise of the “fake news” epidemic.
The company’s 30-second commercial repeats the words “The Truth Is” on screen, with voices in background getting increasingly louder, with different endings including “our nation is more divided than ever” and “alternative facts are lies.”
The ad ends with: “The Truth is more important now than ever.”(VOA)
When you choose to bring a new television home, you want to get the best value for money. Before you make a hasty decision at your local electronics store, it is worth your while to learn a few terms and understand their meaning. This will help you identify a Television that suits your needs and will give you the information you need for a specific TV purchase, be it a LCD, Smart, or LED TV .
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This is the frame around your television screen. The bezel has been receiving a lot of attention from TV manufacturers off late as they affect the aesthetic appeal of TVs. Companies are utilising thinner designs made of metals and high-end TVs are witnessing bezel-free bodies.
This is the number of times a display changes to match the video. Expressed in ‘Hz’ the refresh rate is hardware-related while the frame rate is media-related expressed as ‘fps’. In both cases the human eye cannot distinguish anything above 120fps/Hz.
A smart TV features an ethernet port and supports Wi-Fi. This helps you connect to various entertainment on demand platforms such as YouTube, Netflix, Hotstar, Voot etc. All smart TVs come with their own operating system that differs from manufacturer to manufacturer and may even feature voice support.
Streaming video service that deliver television content via internet data is also known as over-the-top service. Previously, data was transferred through satellite or cable. Since you are likely to have an internet connection at home, the option to watch TV via internet becomes cost effective.
HD or High Definition refers to a screen with a resolution of 720 pixels vertically. An increased number of pixels lead to a higher definition display.
High Dynamic Range
HDR enables your TV to display a broader array of colours, lightness and darkness than before. The HDR feature on televisions renders images more real than surreal, which is commonly seen in still images.
Light Emitting Diodes
Light Emitting Diodes are little semiconductors that glow as light passes through them. In TVs LEDs are used for backlighting, which means an LED TV is an LCD TV with light behind the screen.
Edge-Lit LED Backlighting
A cost-effective version of LEDs, a TV that advertises an Edge-Lit LED inserts a strip of LEDs around the bezel of a TV to brighten up the image and pump up the saturation levels. This comes handy in allowing manufacturers to produce thinner and increasingly sleek TVs.
For the purpose of television viewing,of 3840 X 2160 pixels. This closes in to a total of 8.3 million pixels. An increased number of pixels not only increases sharpness, but also allows you to view everything with more detail and texture.
This means TV manufacturers convert incoming sources of content to fit their 4K screens. This is done because content sources of actual 4K videos are still pretty limited and most content is shot in 1080i.
Commonly known as Full HD, 1080p is a resolution characterised by 1920 pixels horizontally displayed while 1080 pixels are displayed vertically across the screen. The ‘p’ means progressive scan, which is one of two methods of producing an image on a TV screen.
This technology allows Television manufactures to improve quality at reduced cost. This is done by adding backlight behind the visible screen to render images brighter and more colourful.
Contrast ratio between darkness and brightness
This is a number that allows you to see the difference in the levels of a television’s brightest and darkest colours or display. It defines how varied the images displayed on your television can be. Choose a higher ratio so that you see more depth in the images as a lower ratio results in the image appearing washed out.
Frames per second/ frame rate
Not to be confused with refresh rate, this is the number of frames per second that the video displays. Aim for a number higher than 120 frames per second.
Liquid Crystal Display
The word LCD continues to linger since the 1960s. LCD TVs featured without LED displays often deliver dull image quality. However, if you are looking for an inexpensive TV, an LCD TV may be a suitable choice.
Quantum Dots are used to improve colour and lightness of LCD screens. Quantum Dots are created by using coloured lights in contrast to white lights. They operate the same way an LED does and light up to match the image in front of it.
High Definition Multimedia Interface
The word HDMI port and cable gets thrown about all the time. This interface helps transmit both picture and sound to your TV and can allow you to connect to external media devices such as Blu-ray players, set-top boxes and your PlayStation console. Look for a TV that offers you 4 or more HDMI ports to be on the safe side.
The latest technology when it comes to elevating your viewing experience, Organic Light Emitting Diodes make their own light when current passes through them. This allows manufacturers to produce TVs that are thinner and lighter than LED TVs. They also respond better to light and colour much better.
With this information handy, you can choose a TV that suits your needs. You can use the EMI Network to choose from multiple TV offers on EMI. Check your pre-approved offer today to buy the perfect TV and sit back for the ultimate viewing experience.