Think outside the box

Two popular cable channels are putting increased emphasis on cross-media executions in an effort to pursue waning TV audiences.

A&E Television Networks, which owns A&E and the History Channel, created a dedicated cross-media ad sales team. The division is led by a mix of AETN veterans and newbies, which will work with the company's sales force to promote cross-media opps to advertisers.

On the other side of the galaxy, the Sci-Fi Channel is building properties amenable to multiple cross-media executions, including casual online games, technology-focused news sites and streaming shows.

New online-only series and games will tie into stories from Sci-Fi channel shows, hopefully drawing interest back to the boob tube.