Three-Pillar Market Activation
Turn a distribution deal into local demand through three coordinated teams
- Difficulty
- Advanced
- Time to result
- ~ongoing to results
- Steps
- 5
- Confidence
- 98%
Three-Pillar Market Activation begins after a broadcaster or distributor signs. The first pillar is broadcast partnership: local teams coordinate programming, marketing, sales, promos, highlights, time slots, and supporting content through frequent cross-departmental meetings. The second is social media, which keeps the property culturally relevant and grows demand outside the broadcast schedule. The third is the athlete ecosystem: scouts and relationship owners develop local stars whose participation can accelerate national interest. Evidence moves across the system, so audience response informs scheduling, promotion, content, and recruitment. Chatri describes this as the recurring structure ONE uses in markets including Japan, China, the United States, Thailand, and the Philippines, replacing the mistaken belief that the contract itself completes distribution.
Origin
Chatri says he initially thought a broadcast contract finished the work, then learned that local ratings require weekly coordination across broadcast, social media, and athlete ecosystems.
Core principles
- 01Signing distribution does not guarantee attention
- 02Partners need continuous programming and promotion coordination
- 03Local social relevance and local talent reinforce broadcast demand
- 04Market development is a recurring operating system rather than a one-time contract
How to run it
- 1
Secure active distribution
Choose a partner capable of reaching the target audience and willing to collaborate beyond merely carrying the content.
Pro tip Clarify the partner's programming and promotion owners before signing.
Watch out A prestigious logo without operational commitment can still bury the content.
- 2
Install the broadcast cadence
Bring programming, marketing, sales, and other relevant teams together regularly to improve placement, promos, highlights, and supporting content.
Pro tip Use weekly cross-functional meetings in strategically important markets.
Watch out Do not treat scheduling as a one-time negotiation.
- 3
Grow local social relevance
Create and distribute platform-native material connected to local athletes, language, culture, and audience behavior.
Pro tip Use social response as an early demand signal for the broadcast team.
Watch out Generic global content may not create local relevance.
- 4
Develop the talent ecosystem
Scout, sign, and support credible local athletes whose stories and performance can give the market a direct stake in the property.
Pro tip Coordinate talent priorities with broadcaster feedback.
Watch out Do not sign a local name who fails the property's quality standard.
- 5
Close the evidence loop
Share viewership, social growth, and athlete response across the three teams, then adjust promotion, content, and recruitment together.
Pro tip Track the market as one system rather than three departmental dashboards.
In the wild
ONE's local team meets its Japanese broadcaster across programming, marketing, sales, and other departments. They discuss time slots, promos, highlights, viewership growth, and requests for Japanese stars.
→ The broadcast relationship becomes a coordinated local growth program rather than a passive content license.
Common mistakes
Stopping at signature
A broadcaster has many competing programs, so signed content can receive poor placement and little promotion without continued work.
Running the pillars separately
Broadcast, social, and talent choices lose leverage when they do not share evidence or reinforce the same market priorities.
Is it for you?
Best for
It is best for media and sports properties expanding into countries where distributors, social audiences, and local talent all influence demand.
Not ideal for
It is not ideal when the product lacks a credible local audience or the organization cannot maintain ongoing in-market coordination.
From the transcript
“We have weekly meetings with cross-departmental.”
“What else can we be doing to grow the viewership?”
“there's kind of three pillars that once you establish a very strong partnership with the broadcast partner, you have a broadcast team that manages everything…”
From the episode
#814: Chatri Sityodtong, CEO of ONE Championship — From Dirt Poor to Top-10 Sports-Media Franchise, The $100M Breakfast, Dominating Social Media (30B+ Views/Year), Key Strategic Decisions, and The Moneyball of Fight Matchmaking
Chatri Sityodtong