Cross media is mostly used to extend an advertisement campagne, however not all advertisement campagne using multiple media are real cross media. In my opinion the definition of cross media is: in a project multiple kind of media are used (internet, television, mobile ect), but all media are individual products. Here are two examples of what I thing are good examples of cross media.
These days you can not watch a television show without being asked to vote or text message to support your favorite dancer or B-star. The first tv-format who successfully implemented multiple media is, of course 1999’s ‘BigBrother’. In this show 12 stranger were put together in a house for 100 days and where watched by dozens of cameras. The ‘adventures’ of these people were broadcasted live on the internet. And daily a summary of the feed was broadcasted on the television. The audience could call and email (maybe text message) to support their favorite person.
A program like AVRO’s 2007’s ‘Op zoek naar Evita’ (from the BBC-format ‘How do you solve a problem like Maria’) took this concept but changed it. The two media are not tv and internet but tv and theater. In this tv-show a jury is searching for the lead actress, the part of Evita Perron, in the musical/theater show ‘Evita’. This is also a vote/text message kind of show but it is mainly a mix between television and theater. The audience can participate in a musical through the use of television.
It is to bad television producers do not came up with new groundbreaking concepts…