TV promos are a strategic necessity in today’s fragmented media landscape, where audiences continuously shift between platforms and channels. No longer limited to simple schedule reminders, they have evolved into powerful tools for audience engagement, brand communication and digital amplification. When well executed, these short-form pieces do more than inform viewers about what to watch next, they captivate attention, extend time spent on the channel and reinforce the brand’s identity. In a fast-changing environment, using TV promos creatively and strategically has become a key competitive advantage for broadcasters.

What are TV promos?

TV promos, also known as self-promotion, are short-form content created by television channels to promote their own shows, upcoming premieres, live events or thematic programming blocks. They typically include:

• Program and series trailers

• Teasers for special broadcasts

• Editorial identity pieces that communicate the channel’s values and positioning

Unlike traditional advertising, TV promos do not promote external products. They promote the channel itself, its content and its editorial line.

Direct impact on ratings

Channels that invest in well-structured TV promos tend to achieve stronger schedule performance. Strategic placement of these spots encourages viewer retention between programmes, while the intelligent repetition of teasers builds anticipation and boosts engagement.

In the current landscape of non-linear viewing habits, TV promos also help guide audiences. They function as a content GPS, helping viewers navigate the schedule and decide what to watch next and when.

More than promotion: a viewer retention tool

TV promos create a direct link between the channel and its audience. When well executed, they evoke curiosity, emotion and a sense of expectation. This results in longer viewing sessions and greater loyalty.

The quality of the promo is critical. When written, produced and edited with creativity and precision, it can be as compelling as the editorial content itself. A well-crafted promo integrates naturally into the viewer’s experience and enhances the overall storytelling of the channel.

Expanding reach through social media

TV promos are no longer confined to traditional broadcasting. When adapted for social media with formats tailored to each platform, they can greatly amplify reach and effectiveness.

Distributing these pieces across Instagram, TikTok, LinkedIn or YouTube helps channels connect with younger, digital-native audiences, extend the promotional cycle of shows and maintain consistency across all brand touchpoints.

Reinforcing brand identity

Beyond driving tune-in, TV promos play a strategic role in brand development. Their structure, tone and visual language must reflect the channel’s editorial values and personality.

A consistent promo strategy allows broadcasters to differentiate from competitors, strengthen long-term audience relationships and maintain editorial coherence.

wTVision can support you in this challenge. With a specialised team in graphic design, post-production and broadcast content, we create custom promos aligned with each channel’s identity and ready to perform across multiple platforms. Learn more about our Broadcast Design & Post-Production services.