Viamedia and Hearst Television ran a multi-month market test built around WLWT-TV in Cincinnati to insert addressable advertising inside MVPD streams that carry broadcast signals. MediaKind - formerly Harmonic - supplied the advertising SaaS layer for last-mile household delivery. Hearst distribution VP John Robertson said the group wants to target households inside a DMA, not just the whole market, while keeping linear reach. Viamedia president Evan Rutchik argued linear still carries a large concurrent audience and that addressable broadcast inventory can be bought with the accountability planners expect from advanced TV products. Parrot ADS handles decisioning across linear, CTV, and programmatic paths. On this deployment, select Hearst inventory can be activated with Comscore-style audience data, Deal IDs, and Magnite ClearLine execution. Operators involved in the pilot said a station like WLWT could see monetizable impressions rise by roughly one quarter when inventory previously excluded from addressable buys opens up. Hearst is a supporting member of the Go Addressable trade group. Traffic and sales teams at participating affiliates still need documentation on how programmatic orders respect political windows, exclusivities, and make-good rules before the model scales beyond pilot markets.