Television is the new Florida recount

Television is the new Florida recount
SHARE
THIS



Television is “becoming the Florida recount” where you really can’t tell who won the next day, according to Paul Lee, head of the America Broadcasting Company (ABC)’s Entertainment division.

Now having to wait seven days to fully understand how a show is doing ABC has found on average a 33% growth of shows throughout the seven first seven days.

Lee also said he believed linear broadcast would remain the as the first platform for its viewing content for the next few years at least.

“We still think the broadcast platform will be the primary platform,” Lee said this morning, speaking at a media briefing as part of the annual Australian Broadcasting Digital Media Summit and Expo.

“We will make an episode of Revenge, it will air first on ABC, but if you think of how many platforms in the ABC and how many platforms around the world, it really is just the first viewing we will do on ABC, and then take it beyond.”

Remarking as well on the role of digital media, Lee believes there are two contradictory forces at work, with defined brands being the only ones able to survive in the fragmented universe of media today.

“On the one hand, we’re in a fragmented universe and more money on marketing is absolutely critical in order to break out from the clutter. It’s almost impossible to launch a show without real marketing behind it.

“On the other hand, the fact that you have with data mining and social media with the ability to, not just target the audiences, but multiply your message many fold, allows you to use your money that much more effectively.

“So one of them is pushing the investment down, the other is pushing the investment up. It’s a really interesting moment in marketing.”

Digital platforms have also massively transformed the marketing campaigns and how they will only work if all parts work together.

“No matter the marketing, the technology, the cinematic experience; it only works if you get it all right. Because if it isn’t, our tweets and Facebook and Instagram fans, they can tell their friends not to watch.”

The emotional connection for viewers is one such area Lee believes plays a significant role in ABC’s marketing campaigns.

“It’s not just about cinematic scope or social media engagement, you have to make the emotional connection as well,” he said.

“Our outdoor campaigns are now reflective of our social campaigns and not vice versa, but none of that works if we don’t create deeply emotional cinematic campaigns.”

News source: Annual Australian Broadcasting Digital Media Summit, Association and Communications Events

Please login with linkedin to comment

Latest News

Roseanne Set To Be Killed Off, As Plans For Spin-Off ‘The Connors’ Revealed
  • Media

Roseanne Set To Be Killed Off, As Plans For Spin-Off ‘The Connors’ Revealed

It appears a Roseanne-free version of Roseanne is set to get the go ahead with producers in the US green lighting plans for a spin-off show to be called The Connors. Roseanne – a revival of the long-running sitcom which ran from 1988 to 1997 – was swiftly axed following a racist tweet by the show’s star, […]

by B&T Magazine

B&T Magazine
Coke Turns Into Fanta In New Campaign To Fight Homophobic Slurs
  • Campaigns

Coke Turns Into Fanta In New Campaign To Fight Homophobic Slurs

As any gay man will tell you, when it comes to insults they’ve probably heard them all- Pillow biter, fairy or sword swallower to name just a few inappropriate ones. However, Coca-Cola in Brazil has turned a common local insult into a strong anti-homophobia campaign. Apparently, “this Coke’s a Fanta” is a common insult to describe gay men […]

by B&T Magazine

B&T Magazine
Ikon Communications Appoints Melissa Roberts As Melbourne Agency Director
  • Marketing

Ikon Communications Appoints Melissa Roberts As Melbourne Agency Director

Ikon Communications has appointed Melissa Roberts as agency director, Ikon Melbourne. Roberts will report directly to CEO Lesley Edwards and will take a key position on Ikon’s national leadership team. Edwards said she was delighted Roberts has decided to re-join the Ikon family to lead its burgeoning Melbourne office, as the agency embarks on an […]

HT&E Chairman Tenders Resignation Following Adshel Sale
  • Media

HT&E Chairman Tenders Resignation Following Adshel Sale

Here, There & Everywhere (HT&E) has announced that Peter Cosgrove has tendered his notice to retire as chairman and a director of the company. Cosgrove has been on HT&E’s board for 14 years and chairman of the company for five of those years. The resignation of Cosgrove comes just after oOh!media acquired HT&E’s outdoor media […]

by B&T Magazine

B&T Magazine
Cut out letters on keyboard
  • Advertising

Advertisers Should Enrich Australian Culture, Not Fake News Merchants

Australian News Channel CEO, Angelos Frangopoulos, has urged Australian advertisers to carefully consider how their media investments impact Australian society. Applauding the ACCC’s digital platforms inquiry, Frangopoulos said its outcome would be “absolutely critical”, not just for Australian media companies, but for Australian culture. “This is about Australian stories being told by Australians,” he said, […]

LinkedIn Launches Local Iteration Of Global #InItTogether Brand Campaign Via Edelman
  • Advertising
  • Campaigns
  • Marketing

LinkedIn Launches Local Iteration Of Global #InItTogether Brand Campaign Via Edelman

Professional networking platform LinkedIn has unveiled a consumer-targeted social campaign featuring Aussie members expressing their own takes on success. The campaign, titled ‘In It Together’, is based on the insight that the traditional notions of success have changed and is no longer defined by securing a corner office or a promotion. A survey conducted by […]

Weight Watchers Launches First Global  Marketing Campaign
  • Campaigns

Weight Watchers Launches First Global Marketing Campaign

Weight Watchers International has launched its first global marketing campaign that celebrates the liveability of the WW Your Way+TM program and how it’s possible to enjoy the foods, behaviours and occasions tied to the season, while continuing to develop healthy habits. The campaign is part of the company’s “Season of Impact” and marks two firsts […]

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Instagram Launches Long-Form Video
  • Technology

Instagram Launches Long-Form Video

Instagram unveils new eye-catching feature. Slicing onions while reading this will also make it eye-watering.

Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.