Why Broadcasters & Movie Companies Need to Watch Out
Speaking at ad:tech Sydney earlier this week, Jeff Cole, founder and director at research and policy institute Center for the Digital Future, was not optimistic about the future of TV, radio and cinema.
According to Cole, the end of free-to-air television is near.
He said: “I think if we look at the future free-to-air television: CBS, ABC, NBC in America [or] Seven, Nine and Ten here … people have been talking about the death of free-to-air television since I was a little boy. I never believed in it. It’s still here.
“But I think we can now see the end of free-to-air television in the US and in Australia.
When discussing how he believed the end of free-to-air television would unfold, he spoke about Jeff Bezos – American tech entrepreneur and investor.
“Jeff Bezos decided he didn’t want to buy a studio, he could have bought any of them. He decided he wanted to build one.
“And he started putting money into programming and began winning Oscars and Emmy’s and now has a pretty impressive television and film operation.
“But Bezos has also decided he’s interested in sports. And he’s started to buy streaming rights. Little ones. So too has Facebook and Google (YouTube).
“I think when the next AFL contract or cricket contract, just as when basketball and NFL football in the US, I think Amazon is going to bid on those sports.
“As I said to CBS in America about the NFL, ‘when that comes up for biding, who is going to outbid the richest man in the world? Not you'”.
Cole said he believes when Amazon, Google and Facebook get American basketball and football, and cricket and rugby here, it will be the collapse of free-to-air television.
He continued: “They won’t go bankrupt and disappear. They may become on-demand, over-the-top services. But without sports, Seven, Nine and Ten just don’t work.
“You can only watch so much Married at First Sight”.
Cole said free-to-air television is already losing money on sports because “sports codes really know that they can’t get more money out of the free-to-airs”.
He added: “So I think that’s what finally brings down free-to-air in the UK, America and Australia”.
Cole also added that broadcasters and movie companies need to be aware of driverless car, suggesting the car is set to become “the second most important media environment in our lives”.
He said: “We’ll consume more media in our cars than anywhere else in our lives. That’s going to be a big problem for radio. If you’re listening to radio in your car now, [with driverless cars]you’re going to be watching television.
It’s also important to note the line between film and television has completely blurred, according to Cole.
He said: “Historically when somebody became a big television star, the first thing they wanted to do was to get out of television as quickly as possible and become a movie star.
“Today, there’s actually more status in television, and more money for production and television than film.
“Film used to have three major advantages over television: bigger stars, bigger stories and bigger screen.
“Today, the biggest stars you will find in over-the-top television. Big Little Lies part two premieres in two months with Reese Witherspoon, Nicole Kidman and the addition for a season of Meryl Streep.
“Bigger stories? What could be a bigger story than The Crown?
“And bigger screen? A movie theatre is a bigger screen, but the average Australian household buying a television set is 55 inches or bigger. So the screen in the theatre is bigger and better. But it’s not as big and better as it used to be when we were watching 22 inch sets.
Cole added: “The line between television and film has blurred. If you look at people under the age of 16, they actually don’t see movies as a premium experience over television”.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.