WIN’s Affiliate Deal With The Ten Network Set To Cause Headaches For Agencies

WIN’s Affiliate Deal With The Ten Network Set To Cause Headaches For Agencies

The ongoing feud between WIN Corporation and Channel Nine could end as early as today with the Bruce Gordon-owned WIN set to sign a five-year affiliate deal with the Ten Network for content.

WIN, which covers extensive parts of regional Australia, had a deal in place with Nine to run its content. However, Nine Entertainment wants to stream its content live over its 9Now internet channel. WIN legally  challenged the move but it was rejected in the NSW Supreme Court last Thursday.

Both Seven and Ten already live stream content over the internet via their Plus7 and Ten Live streams respectively.

Nine also signed an affiliate deal with Southern Cross Media Group last week meaning WIN had little choice but to sign a deal with Ten for content. Southern Cross and Ten also signed a deal for northern NSW last week, where WIN does not have any stations.

The deals are important as regional networks reportedly represent over a third of all viewer eyeballs in Australia.

However, the new deals could prove a real headache for agencies unprepared for the switch or with existing deals in place that are no longer valid. Many campaigns are booked against expected audience numbers, which would be cast into doubt following the eventuality of the new agreements.

Agencies also have no idea if and where big events – such as the Rio Olympics in August – will air in some regional centres. Meaning booking ads against them is set to prove problematic in the short term.

Speaking in The Australian this morning, Peter Horgan, managing director of OMD, said of the shake-up: “No industry embraces disruption lightly and it’s likely to cause a short-term revenue hiccup.

“No business likes disruption and obviously it’s not a decision they took lightly.

“We recognise that, and we also recognise that there was a commercial rationale for doing the switch,” he said.

Dentsu Aegis Network Australia chief executive Simon Ryan agreed the new deals would see short-term pain for lon-term gain. “With any change like this you’re going to see some minor changes in top-line revenue, but I think you’ll find longer term, as things get evened out, it’s a good thing,” Ryan told The Oz.


Latest News

Tracey Spicer (Journalist & Presenter) at Radio Alive 2018 at Radio Alive 2018
  • Media

Tracey Spicer: Commercial Radio Home To “Some Of The Most Toxic Workplaces”

Media veteran Tracey Spicer has delivered a grim assessment of Australia’s commercial radio industry in how it deals with sexual harassment in the workplace. Speaking as part of a panel at the Radio Alive 2018 conference in Melbourne on Friday, Spicer said she has witnessed “tremendous change happen at the very top end of town” […]

by B&T Magazine

B&T Magazine
Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At 2018 Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]