Ten Network has confirmed that it will relaunch it digital platform in September this year.
Channel 10 CEO Hamish McLennan said this morning that the network is currently “re-engineering” its digital platform, and more details of the new offering will come to market next month, ahead of a September launch.
McClennan told Mumbrella360 that the network must drive a digital ethos, “so when we sit down with our clients we can say this is how we drive social engagement … here’s the app that will support the brand, here’s the website that will have catch-up TV, and a lot of engagement around that."
He added that “the line in the sand” for relaunching the new digital service is September.
Last year, B&T reported that Network Ten was looking at a tie-in with Google as it stepped up its bid to find a digital partner.
McClennan, who also confirmed that Ten is likely to rebrand in the near future, said that Ten had “a red hot go” at pinching the international cricket from Nine, but was unable to get over the line at the end of the bidding.
He said the network met with Cricket Australia and asked for a fair and reasonable price for the rights, then the network “added 20 million” to that price.
Commenting on Ten’s recent woes in the FTA market, McClennan said there was no easy fix to turning around the network’s fortunes, that it was going to take time.
He added Ten should have moved to an earlier demographic sooner and that it was a mistake to launch Eleven before One, while he also hinted that the Simpsons may move back to Eleven by the end of the year.
McClennan agreed with Channel Nine CEO David Gyngell comment yesterday that Ten needs to know exactly what it stands for in the current FTA market to get itself back on track.
He said that network was "chopping the tail off the younger demographic" because younger people are not watching the TV the same way as they used to.
He also predicted the Australian version of The Bachelor will be huge, describing the reception from media buyers to the show as “electric”.