Multi-Platform Content Promotion. Press, Radio and Television on the Fragmented Media Market Cover Image

Multiplatformowa promocja treści. Prasa, radio i telewizja na sfragmentaryzowanym rynku mediów
Multi-Platform Content Promotion. Press, Radio and Television on the Fragmented Media Market

Author(s): Weronika Świerczyńska-Głownia
Subject(s): Media studies, Communication studies, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Wydawnictwo Uniwersytetu Jagiellońskiego
Keywords: intermedia competition; multiplatform content promotion; media product; media market;

Summary/Abstract: The contemporary media market is characterized by intermedia competition consisting of ways to gain the attention of the same viewers, listeners, readers and users through various media platforms. Although each medium differs in content and operates in its market, the similarity of their spheres of activity provokes competition between them. In order to achieve the market success, in the fight for the attention of the recipients, the content senders reach out for a wide range of available promotional tools. These activities are carried out on available and diverse content distribution platforms. This article is therefore aimed at discussing the activities of television and radio broadcasters as well as editorial offices in the field of multi-platform promotion of content within the realm of intermedia competition. The considerations were based on the analysis of selected activities in the field of content promotion used by television and radio stations as well as editorial offices. The undertaken analysis allowed the author to describe the ability of the content senders to reach the current and potential recipients with multi-platform promotional activities, which determine the ability of media institutions to build a competitive advantage and maintain the digitized content market. In the near future, traditional forms of promotion will gradually decrease in favour of interactive forms of promotion. The presence of broadcasters on digital platforms such as social media, along with the use of various applications and communication tools for promotional activities will soon determine the market position of the content sender.

  • Issue Year: 2019
  • Issue No: 1 (237)
  • Page Range: 44-63
  • Page Count: 20
  • Language: Polish