Network 10 has unveiled its 2021 plans at its annual Upfronts event, and with that, quashed rumours of a sports rights switch with competitor Seven.
Earlier last month, industry murmurings suggested Network 10 may offload its Melbourne Cup carnival rights – which it snared from Seven in 2018 – back to Seven, and in turn receive rights back to the Big Bash League (which Seven took from 10 in 2018). Essentially, a re-swap.
Cash-strapped Seven has been embroiled in a big spat with Cricket Australia over the value of the BBL deal amid COVID-19. The issue escalated last week, with the AFR reporting Seven may take CA to the Australian Centre for International Commercial Arbitration (ACICA) over the matter.
However, speaking to B&T ahead of 10’s virtual 2021 upfronts, 10 chief of sales Rod Prosser and head of programming Dan Monaghan denied the possibility of a sports rights swap.
When asked if 10 had any intention of a swap, Monaghan simply said the Melbourne Cup – which is two weeks away – is the broadcaster’s main focus, while Prosser added: “The swap [rumour] is completely and utterly untrue.”
Prosser said sports rights need to “make commercial sense and be right for the network”, and it’s certainly true the BBL certainly made sense for 10 back when it held the rights.
When asked if getting the BBL rights back was on the cards, Prosser said “never say never”, but added there are “many factors” which go into whether 10 picks up a sport or not.
10’s big 2021 focus
So, if getting the cricket back isn’t on the cards for 10 just yet, what is its main focus and what commercial opportunities are there in 2021?
“No question, the biggest opportunity is the BVOD platform because that continues to grow and even during COVID,” said Prosser.
“A lot of time and investment will continue to go on to that platform. Last year we announced a brand new premium product, which is powered by UI, which is our premium pause product and did very well for us.
“Then there’s the evolution of that, which will be another product that allows advertisers to really integrate deeply into the BVOD and connected TV environment. There’s a lot of investment and time and effort being spent on innovation, particularly around the premium area on the BVOD platform.
Prosser said his main advertising focus for next year will centre on bringing the 10 playground together.
“I think that’s really important,” he said, “particularly as all of 10’s channels really focus on the core key demographics of under 50.
“We’ll be looking into how do we bring all that together for an advertiser and be able to have all those touchpoints within their campaigns.
“We’ll also be focusing on having the right research and insights, which is where the ViacomCBS business coming down her locally comes into play. They have a wealth of experience in the younger demos, so we’re bringing that skillset down here to really help our advertisers understand that demo.”
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]