Some media agencies will take on a selection of clients and do not focus on just one industry. Then there are agencies who do focus on just one element of business clients. For example, there are some media agencies who only offer services in TV Planning.
As with any industry, there are always challenges that must be overcome. In the TV Planning this is no exception.
Media Agencies that are working with TV clients have to be able to develop a plan that will allow them to increase leads and at the same time keep costs down. They have to keep on top of what technology is bringing into the equation and how the agencies that the media agency is going to use will implement this.
TV entities have to build their brand in order to keep their viewership up and this is where the media agency has to be really good at what they do. It is a trickle-down effect because most TV conglomerates rely on their advertising clients to generate the profits needed to keep them on the air. This places a big responsibility on the media agency who is going to specialize in TV clients.