Southern Cross goes on discounting binge to boost market share SOUTHERN Cross Media has begun aggressively bundling and discounting its television and radio advertising rates to drive its market share as its revenues come under pressure and its mooted $4 billion merger with Nine waits on regulatory changes. Industry sources said the regional television and radio group had begun combining television with radio in advertising packages as an add-on to support its revenue share in the radio sector. The move comes amid growing speculation that Southern Cross's debt covenants have become an issue.