t was just another talent show on a saas-bahu channel, fighting for breathing space amongst a slew of assembly line reality TV serials. How did it get yuppie, pub-hopping youngsters to watch the show? Easy - a media partnership with India's biggest youth channel. This was MTV Networks and Sony TV who partnered to cross promote Sony's Fame Gurukul.

Cross promotions seem to be de rigueur in media circles these days. During the recent State-of-the-Nation poll, Hindustan Times shared content with CNN-IBN. Indian Express and NDTV often share content - with editor-in-chief Shekhar Gupta's Walk the Talk on NDTV getting prominent space in the newspaper. However, this kind of cross promotion simple. ... more