In today’s digitalized and competitive world, brands must present themselves across all platforms, seizing every opportunity to be visible and demanding. Especially in the media and entertainment industries, you must represent everywhere and reach everyone. To accomplish this, the current global trend is Cross Media Optimization.
Simply put, Cross Media Optimization means that as a brand, you exist everywhere by using cross channels and making the best or most effective use of a situation or resource you have. For example, a TV News Channel/Brand can go beyond television by developing a mobile application, establishing a social media presence (Instagram, FB, Twitter, Youtube, and so on), ranking high in search results through SEO strategies, and so on.
I’d like to discuss the CMO strategies of two leading Indian media brands as examples. First, I’d like to talk about the television series “Naagin,” which was created by Ekta Kapoor and distributed by Balaji Televisions. Naagin has had the highest TRP rating in India. COVID 19, like any other series, was on hiatus. The series is available on Colours TV and the VOOT App. They had a great CMO strategy in which they were present in all digital Indian news and newspapers, had a presence in all social media with relevant topic usage, and were able to successfully re-capture their audience’s attention.
Hotstar is another example. Hotstar, which became Disnep+Hotstar after the lockdown, is an Indian over-the-top streaming service owned by Novi Digital Entertainment, a subsidiary of Disney’s Star India. In addition to the Star India Series, it releases Hotstar special movies and kids’ entertainment to take advantage of the lockdown period, with the goal of “Stories for All Ages.”
Cross-media optimization is critical if brands want to keep costs low while increasing returns. It may be a difficult task that takes years, but once the strategies are in place, decisions can be made with greater certainty.
Miss Bibliophile 