In media the two practices 'The Voice of Holland' and 'Wie is de Mol' are chosen. The focus of those practices will be on online media. The cross media concept is used for this. Cross media concept in short is a distribution of content on various media channels. Cross media is a combination of digital and traditional media. 

The Voice of Holland is a dutch talent shows, wich uses a variety of media to interact with their audience. Different media's are for example their mobile phone app, called RedRoom!, the website, a board game and ofcourse their television programme. (Retrieved from http://www.thevoiceofholland.com)

For the programme 'Wie is de Mol' it is exaclty the same story. All those different styles creates a good interaction between the programme and the audience. First of all the different styles of media are television, a mobile phone app, the website, dvd’s and board games. On the mobile phone app you can vote, who you think the Mol is for example. 

The media is always moving and changing constantly influenced by different and new trends, such as more digital platforms, more digital television, more mobile applications and the consumer itself also wants to have more control nowadays. Changes and media choices are decided on bases of the concept. Cross media concept is a concept of communication goals, which exist of different media such as television, magazines, radio, games and mobile devices. Through the media there will be a message, which will be given through a story. An example for ‘The Voice of Holland’ is that they have a intergrated concept, which means that it is a concept which are truly combined with each other, so they complement each other.  The five criteria’s to have a strong cross media concept are: storytelling, medium specificity, usability, relevance and co-creation.

[Kyra Habermehl, (2012, October 9), How effective is the cross media marketing in the online world?]