Is television out of touch when it comes to marketing itself?

In response to Derek Jones’ Standing out in a world of TV clutter article, John Billett, director and owner of Johnbillett.com, wonders why so many media businesses fail to market themselves…

“Despite all the evidence published over the years that marketing media works, most channels and programmes fail to understand that on-air promotion is only useful for people currently watching the channel.  If they want to attract viewers currently not watching or watching elsewhere then other media have to be used.

How is it that not one TV channel or programme has ever tried to reach me via email, text, twitter or via my website?

Even Sky, who probably know more about my viewing habits than anyone, are content with on-air promotions and a general magazine targeted to “everyone”. Why haven’t they digested my viewing and ensured I am contacted about viewing opportunities for similar programmes?

It’s sad that so many media are stuck in manufacturing, and have never invested in marketing. The media businesses that rely most on marketing investment for much of their revenue are just plain out of touch when it comes to marketing themselves.”