Why Customer Retention Management is so Important to the TV News Industries


Bridging the gap between TV news companies and their viewers is all about making broadcasts engaging and focusing on effective customer retention management. After all, increasing sponsorship value and viewership ratings is something every news channel seeks to achieve. The path to get there needs to be clear, though, and for this, a client retention agency is an invaluable partner for growth. Given that television is not a passive medium, many people use social media to share thoughts about content consumed live.

Live TV drives up to 87 per cent of the Twitter engagement during prime time alone. Broadcasters need to understand what the audience says in response to programming and how to derive benefits from it. One of the best ways to increase programming output is retaining customers by rewarding social audiences, for instance. A Nielsen study found only 47 per cent of TV show tweets included an official hashtag.

Hashtags are at the core of effective social media marketing and retention because trending keywords are a clue to what the audience thinks about your channel. Understanding client perceptions is the key to succeeding in the marketplace, where new channels are launched every day.


  • Building an Engaged User Base


Using on screen talent to engage with audiences is critical. There’s greater uplift in engagement when there are specific calls to action. Owned content attracts even more engagement for social media tweets and client retention. Creating quality content around your broadcast and extending the social reach of your network is what drives customer retention management in the present digital era. For example, simple, real-time polls can attract the attention span of multi-tasking viewers.


  • A Competitive Industry


Traditional broadcast networks are feeling the heat, because of a competitive industry. Disney, for example,  consolidated its properties including news channel ABC, sports channel ESPN and Disney’s cable networks into a sales division.

Discover, Univision and Viacom employees are also facing retrenchment. The days of selling TV shows in a linear process are over. To survive and thrive, TV news marketing and retention must focus on delivering customised solutions to clients. Ecommerce and custom content are the need of the hour.

When programmatic advertising took off, most media companies thought building relationships with customers could be automated. But client retention management is something the TV news industries need to focus on, if they seek growth, according to analyses by Forrester Research. Transition from over-the-air news broadcasts to digital is the new reality. Nearly ¾ of audience engagement happens over mobile devices, for example.

Cross platform targeting is the focus of media companies like Viacom, Turner and Fox. The media landscape is constantly evolving and news industries need to rethink their strategies to succeed.

Media companies, TV news channels, broadcasters and news networks need to focus on retaining clients, if they want to perform well in this present era, where streaming and video marketing are catching on. To compete with digital channels on an equal footing, and boost their value in the eyes of consumers, TV news industries definitely need to invest in professional customer retention management.

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