Existing methods for the semantic analysis of multimedia, although effective for single-medium scenarios, are inherently flawed in cases where knowledge is spread over different media types. In this work we implement a cross media analysis scheme that takes advantage of both visual and textual information for detecting high-level concepts. The novel aspect of this scheme is the definition and use of a conceptual space where information originating from heterogeneous media types can be meaningfully combined and facilitate analysis decisions. More specifically, our contribution is on proposing a modeling approach for Bayesian Networks that defines this conceptual space and allows evidence originating from the domain knowledge, the application context and different content modalities to support or disproof a certain hypothesis. Using this scheme we have performed experiments on a set of 162 compound documents taken from the domain of car manufacturing industry and 118 581 video shots taken from the TRECVID2010 competition. The obtained results have shown that the proposed modeling approach exploits the complementary effect of evidence extracted across different media and delivers performance improvements compared to the single-medium cases. Moreover, by comparing the performance of the proposed approach with an approach using Support Vector Machines (SVM), we have verified that in a cross media setting the use of generative rather than discriminative models are more suited, mainly due to their ability to smoothly incorporate explicit knowledge and learn from a few examples.