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Cross-Media Promotion

Jonathan Hardy

Cross-Media Promotion is the first book-length study of a defining feature of contemporary media, the promotion by media of their allied media interests. The book explores the range of forms of cross-promotion including synergistic marketing of mega-brands such as Harry Potter; promotional plugs in news media; repurposing media content, stars and brands across other media and outlets; product placement, and the integration of media content and advertising.
Incorporating specialist literature, yet written in a clear, accessible style, the book combines three areas of study: media industry practices, media policy, and media theory. It examines the dynamics of cross-media promotion across converging media, drawing on a range of examples from the United States and the United Kingdom. Synergy and intertextuality are explored alongside critical debates about the ‘problems’ of cross-promotion. The book also offers a critical evaluation of media policy responses from the late 1980s to the present, which the book argues, have failed to grapple with the problems of media power, market power and commercialism generated by intensifying cross-media promotion.
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7. Convergence and Cross-Promotion in Digital Television



Convergence and Cross-Promotion in Digital Television

This chapter examines the growing complexity of cross-promotion in UK television and evaluates efforts to address and revise its regulation over the last decade. Programme promotion has always been an integral part of the ‘flow’ of broadcast output (Williams 1974). It was accepted as normal behaviour by broadcasters and remained largely unregulated outside of general rules on programme content. As UK broadcasting expanded, limited cross-media promotion between the public service broadcaster’s two channels BBC1 and 2 was incorporated as an acceptable practice of programme promotion, providing information of interest and benefit to viewers. However, if the provision of programme information has been seen as enhancing consumer welfare, ‘promotion’ of commercial services has been treated differently. Principles of editorial integrity and the separation of editorial and advertising informed regulatory rules which have acted upon broadcasters’ promotion of their related goods and services, affecting what could be promoted, where and in what form.

Cross-promotion in UK Television

The cross-promotion of goods and services in which broadcasters have an economic interest has been regulated according to such factors as the ‘place’ of promotion (whether within programmes, in ‘promotional time’, in designated advertising time), the character of the product or good promoted, and the characteristics of the promotion itself. Three main types of promotion need to be distinguished as these have been subject to different regulatory treatment. ← 191 | 192 →

(i) Programme trails and announcements

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