But these are side issues compared with what media buyers see as the meat of the deal: Kontilai and NBR Worldwide's desire to extend the brand of “Nightly Business Report.” Their plans include expansion to the Web and radio, and opening up more opportunities to reach the attractive “Nightly Business Report” audience, which media buyers say has strong demographics comparable to those of CNBC or CNN.
“I think this is an opportunity for the program to expand in ways that the new company has resources for,” Schneider said.
NBR Worldwide plans “Nightly Business Report” brand extensions that include “targeted programs and social media, exploring new distribution arrangements, creating licensing opportunities and, lastly, launching an exciting new companion website to www.pbs.org, www.nbr.org.”
In a statement, Kontilai, whose representatives didn't respond to interview requests, said: “We are extremely excited about expanding the opportunities available with the program while at the same time fully preserving and maintaining the mission and tradition of education and quality news reporting that have made both "Nightly Business Report' and PBS such a great success.”
Mike Paradiso, CA Technologies' VP-area field marketing-East, is intrigued by the possibilities for “Nightly Business Report.” He said the program has often been in the “consideration set” for CA, but “we've never pulled the trigger.”
In the past, barriers have included PBS' requirement for a 26-week schedule and limitations on use of creative. Paradiso said he might be attracted by the capability to reach the “Nightly Business Report” audience across a number of media platforms. “It would depend on how integrated it is,” he said. “It's nice to say that you can put that together, but are they really integrated?”
Kohnen sees potential in Kontilai's background as a provider of educational videos and said that he anticipates a move into mobile and iPad applications for “Nightly Business Report.”
“I wouldn't' be surprised if you could download their iPad app by the end of the year,” he said.