This is the eighth installment of a series highlighting TV industry thought leaders who spoke at or attended WideOrbit Connect 2018. 

Lilly Broadcasting has good reason to believe in the power of local TV. The American broadcasting company, founded in 1999 by the Lilly family, currently owns and operates stations in markets throughout Michigan, New York, Pennsylvania, Hawaii, Puerto Rico, and the Virgin Islands.

At WideOrbit Connect, Lilly Chief Financial Officer Wade O’Hagan explained the importance of local TV for station audiences and the advertisers who want to reach them. He attributes broadcasting’s resiliency to its unmatched ability to deliver local community news on everything from feel-good stories to natural disasters affecting a region. “Strong local news is important in smaller markets. Where else is the public going to get that information?”

“Over the years, national ad buys have dwindled—especially in smaller markets. While local ads have gone up and down, depending on the general economy, they have stayed strong overall.”

Watch the full interview with Wade O’Hagan here: