In my MediaVillage article last month, I noted the growth of cross-promotion on linear networks. I suggested that cross-platform promotion is more efficient than cross-channel promotion. "Most streaming services are a collection of content from multiple linear channels plus the entire back catalog," I wrote. "Instead of airing different spots promoting different shows on different linear channels, streaming promos can point viewers to a single entertainment destination. Overall, you get more bang for your promo buck, and help alleviate attribution confusion." At the time, I had no idea that Discovery was taking that strategy and putting it on steroids.
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