As acquisition has increased in the broadcast world, it has always surprised us of the general reluctance to exploit the new and huge opportunity for cross promotion between services that an increase in portfolio size brings.
Too often channel heads are reluctant to ‘infect’ their channel with promotion of a sister network or VOD offering, whatever the mutual benefit to both.
This gain exists in almost all cases whatever the size of the promoted or recipient service.
Whilst cross promotion shouldn’t just be for cross promotion sake, it is a life-blood of portfolio marketing, enabling broadcasters to maximise reach and engagement with potential audiences. Arbitrary quotas, usually set at considerably too low a level, hinder portfolio and business capability.
Does your portfolio fish where the fish are?