Rebroadcast (RBC)

What is Rebroadcast (RBC)?

Rebroadcast (RBC) refers to the redistribution or retransmission of traditional broadcast television content over the internet to Connected TV (CTV) platforms. This process enables content originally delivered via terrestrial, cable, or satellite networks to be streamed on devices such as smart TVs, streaming media players, and set-top boxes.

Rebroadcasting allows broadcasters and content owners to extend their programming beyond the limitations of traditional distribution and reach digital-first viewers who prefer consuming television content via internet-connected devices.

How does Rebroadcast work in Connected TV?

In a CTV environment, rebroadcasting begins with the original content source, typically a linear broadcast signal from a network, channel, or local affiliate. This content is then captured and prepared for digital redistribution. Depending on rights agreements and platform requirements, the content may undergo encoding, transcoding, or repackaging to meet technical standards for online streaming.

The rebroadcast content is streamed using internet-based protocols—most commonly HTTP Live Streaming (HLS) or Dynamic Adaptive Streaming over HTTP (DASH). These protocols allow the stream to adapt in real-time to viewers’ bandwidth and device capabilities, ensuring a smooth viewing experience with minimal buffering.

To enable scalability and low-latency delivery across geographic regions, rebroadcast streams are distributed via Content Delivery Networks (CDNs). CDNs cache the content closer to the end viewer, reducing load times and improving playback quality on a wide range of devices.

The rebroadcasted signal can mirror the live programming of a traditional channel or be modified for digital platforms. Some services rebroadcast the exact linear feed, while others offer a curated or ad-supported version designed specifically for CTV apps.

How is Rebroadcast content monetized?

Monetization strategies for rebroadcasted content vary depending on the distribution model and audience targeting. Common approaches include:

• Advertising: Rebroadcast content often includes ad breaks that are monetized through programmatic or direct-sold inventory, including dynamic ad insertion (DAI) for more targeted delivery.
• Subscription Models: Some rebroadcast services operate under SVOD models, providing access to broadcast content behind a paywall.
• Pay-Per-View: For premium events, such as live sports or concerts, rebroadcasting may be offered on a one-time purchase basis.
• Platform Partnerships: Content providers may partner with smart TV manufacturers or app platforms for placement, revenue share, or distribution support.

These models allow traditional broadcasters to tap into new digital revenue streams without reinventing their core content.

Why is Rebroadcast (RBC) important for CTV?

Rebroadcasting bridges the gap between traditional television and modern streaming, making it possible for broadcasters to preserve their programming strategies while meeting evolving viewer expectations. As audiences increasingly shift from linear viewing to on-demand and app-based consumption, rebroadcasting offers a way to retain reach, relevance, and monetization.

For viewers, rebroadcasting provides flexibility and convenience. Whether it’s watching local news, live sports, or prime-time programming, CTV users can access broadcast content on their terms—without being tied to cable subscriptions or legacy hardware.

For broadcasters and content owners, rebroadcasting provides an efficient way to maximize content value, reach cord-cutters, and adapt to the increasingly digital-first media landscape.

Final thoughts

Rebroadcast (RBC) is a foundational tactic in the modern CTV distribution strategy. It enables broadcasters to extend their programming to connected devices while preserving the integrity and structure of traditional broadcast formats. For content providers, platforms, and advertisers, rebroadcasting is a scalable, flexible pathway to reach viewers and monetize programming across the rapidly growing CTV ecosystem.