In the face of declining ad dollars and increased competition from tech giants like Facebook and Google, traditional networks are turning to alternative revenue streams and innovative strategies. While linear advertising revenues continue to decline, app businesses and investments in startups have become crucial drivers for growth.

Turner CEO John Martin announced that Boomerang, a subscription service offering cartoons, has roughly 150,000 subscribers. The company also successfully runs FilmStruck, which offers curated movies for viewers. These initiatives help Turner gain control over the consumer experience and cater to specific audiences’ interests.

A+E Networks have leveraged their investments in Atlas Obscura and Vice, providing new avenues for marketing dollars and expanding network reach. Dubuc highlights that Viceland attracts an upscale audience similar to Bravo, even if it hasn’t seen significant subscriber growth yet. However, these numbers appeal greatly to marketers.

Fox’s acquisition of ad-tech firm TrueX four years ago is another example of networks seeking innovative ways to enhance consumer experiences while navigating a rapidly changing media landscape. As technology executives at major studios suggest, in today’s world, it’s crucial not only to be broad but also to go deep - establish deep relationships with consumers through apps and other channels.

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