Broadcasters need to “rely less on own show promos”

In response to Derek Jones’ Standing out in a world of TV clutter article, David Spon-Smith, consultant at Accenture, joins John Billett’s discussion – Is television out of touch when it comes to marketing itself?

“There is an element of ‘preaching to the converted here’, which makes it difficult to grow share or audiences, which is the litmus test of most TV channels and will determine subsequent revenue growth (or decline).

However, one thing worth pointing out, is the often huge premiums broadcasters attract when using a rival channel or even another competitive media. It is not often you see Sky promotiong themselves on C4 for instance.

Conversely, another great example is the premiums attached to newspapers when they advertise on TV as well.

However, John is right regarding the somewhat ‘traditional’ approach that many broadcasters use when targetting their consumers.

Let’s hope the growth of VOD can create the necessity or demand for some ‘test and learn’ marketing that will help TV broadcasters branch out further and rely less on ‘own show promos’.”