For TV, Media Trade Groups, Growth Means Expanding Into Competing Areas

TV/media-based business trade groups need to keep growing in a disruptive world. And that can mean spillover, as they extend into sometimes competing professional disciplines.

Promax, the TV marketing group that has been around since the 1950s, is now expanding global membership efforts to include a digital marketing and theatrical marketing emphasis.

Steve Kazanjian, president/chief executive officer of Promax, says there is certain level of “melding” between many marketing areas -- for example, among small-screen TV and big-screen theatrical practices.

The 10,000-member group of TV marketing executives is getting a bit of rebranding; PromaxBDA is now Promax. The group is also launching a marketing campaign, “We Love What You Do,” starting around Valentine’s Day.

Three years ago the Cabletelevision Advertising Bureau became the Video Advertising Bureau, adding national broadcast members, like CBS and Fox, as well big theatrical screen sellers of advertising such as  National CineMedia (NCM) and Screenvision.



Long before this -- almost a decade before -- you had the likes of the National Association of Television Program Executives thinking outside its box. For most of its history, NATPE centered around the selling of TV programs, off-TV networks and first-run content to local TV stations -- part of the big U.S. TV syndication business.

NATPE now focuses its events around all video content for many platforms -- international, cable, OTT, digital and otherwise -- all to support development, production, financing, and distribution.

One can understand these moves with this ongoing question: Where is the growth in the media/entertainment world -- and how can we gain members and interest?

We have known for a long time that there is much spillover. The Interactive Advertising Bureau began primarily in catering to the independent non-traditional TV/media businesses, as a competitor to the likes of local TV networks, broadcast and cable, and TV stations.

Now you can see the likes of digital-oriented businesses -- Warner Bros, Viacom, Turner, Hulu (owned by the four major TV companies, Walt Disney, Fox, NBCUniversal, and WarnerMedia), Meredith and others -- offering events/presentations at the spring IAB Newfronts event in the hope of gaining attention and dollars from the big upfront TV advertising market in the summer.

At times you can call all these companies partners, frenemies, or even full-time competitors, when the situation fits.

Future business considerations will obviously mean many more new cross-platform, cross-media industry acquisitions, and then the game will change again. Specific media discipline trade groups will do the same.

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