FAQ: What Is a Satellite Media Tour (SMT) and Co-Op TV Segment?
If you’re a pet brand trying to get media coverage in 2026, you already know the reality: earned media is harder than ever to secure. Newsrooms are shrinking, affiliate links dominate product coverage, and local TV is increasingly pay-to-play.
That’s where Satellite Media Tours (SMTs) and co-op TV segments come in.
At PawsPR.TV, we use these proven broadcast strategies to help pet brands get guaranteed television exposure in markets across the country.
This FAQ breaks down exactly how it works—and why more brands are shifting away from traditional PR toward this model.
What Is a Satellite Media Tour (SMT)?
A Satellite Media Tour (SMT) is a series of live or pre-recorded television interviews that are distributed to multiple local TV stations across the country.
Instead of pitching one outlet at a time, an SMT allows a spokesperson to appear on dozens of stations in a single day.
How does an SMT work?
A spokesperson (often an expert or host) is booked for back-to-back TV segments
Interviews are conducted remotely via satellite or studio
Each station airs the segment as part of its news or lifestyle programming
Why do brands use SMTs?
Reach multiple markets at once
Deliver a consistent, controlled message
Gain credible, broadcast-style exposure
What Is a Co-Op TV Segment?
A co-op TV segment is a shared television feature where multiple brands participate in a themed segment.
Each brand contributes financially and receives equal airtime within the segment.
At PawsPR.TV, these segments are typically positioned as editorial-style product roundups, such as:
“Top Summer Essentials for Pet Owners”
“Holiday Gift Guide for Pet Lovers”
How does a co-op segment work?
Multiple non-competing brands are grouped into one segment
Each brand receives a dedicated portion of airtime
The segment is hosted by an on-air expert
Can a brand own an entire segment?
Yes. Brands can:
Participate in a co-op segment, OR
Book a full dedicated segment exclusively for their product
How Does PawsPR.TV Work?
PawsPR.TV was created by Paws PR, the original pet PR agency, to solve one of the biggest challenges in modern media: lack of access to consistent, high-quality coverage.
Instead of relying solely on earned media, we offer:
Guaranteed TV placements
Professionally produced segments
Distribution across multiple local markets
What makes PawsPR.TV different?
Guaranteed exposure (not pitching and hoping)
Editorial-style storytelling (not traditional ads)
Built specifically for pet brands
Why Brands Are Moving Beyond Traditional PR
The media landscape has changed dramatically.
Today:
Fewer journalists are covering more stories
Product coverage is driven by affiliate revenue
Local TV segments often require payment
That means even great brands struggle to get visibility.
What’s the alternative?
A hybrid model:
Strategic earned media (when possible)
Paid broadcast opportunities like SMTs and co-op TV
Frequently Asked Questions
Is earned media still possible?
Yes—but only when a brand has a truly compelling story. Product-only pitches are much harder to place.
How much does a co-op TV segment cost?
Costs vary depending on distribution, but co-op segments allow brands to participate at a lower investment than a full segment.
What kind of brands benefit most?
Pet product companies
Veterinary brands
Pet wellness and lifestyle brands
What kind of reach can I expect?
Segments are distributed across multiple local TV markets, reaching hundreds of thousands to millions of viewers.
Ready to Get Your Brand on TV?
If you’re tired of waiting for media coverage that may never come, it’s time to take a more strategic approach.
PawsPR.TV helps pet brands get in front of the right audience—on television, at scale.
Contact us to learn more about upcoming segments and availability.