Trade shows are usually the perfect storm for hyperbole, at least until Faultline arrives, so we were surprised by the lack of a notable craze surrounding free ad-supported streaming television (FAST) at IBC 2022. It is hard to attend a virtual summit these days where there are not at least a few sessions dedicated to the burgeoning ad-supported streaming format. However, 2022 has upheld our certainty that brick-and-mortar events are the best test of what actually brings the crowds in, as well as – more importantly – what actually keeps the lights on. While FAST is of intrigue to many, highly profitable it is not. Many of our conversations with vendors centered around their nimble strategies for serving a low…