Provide something that makes a real difference to your consumers' lives, and they will come. The days of just providing a simple tune-in message and expecting viewers to come are over; it has to be teamed with engagement tactics and add value to the viewers' lives.
Before the 2002 Winter Olympic games, it was almost impossible to walk past a Main Street storefront that was not boarded-up. Today, thanks to City Creek and other Downtown Rising redevelopment initiatives, there are no boards in sight.
While we tend to view ourselves and others around us in terms of predictably consistent personality types, time and time again behavioral science demonstrates that how we think and what we do varies dramatically by simple situational considerations like where we are.