Paramount’s Rod Prosser and Daniel Monaghan sat down with B&T to discuss 2022 and why advertisers don’t care about total people.
Since the ratings came out, both Network Nine and Network Seven have been arguing over who won the total number of people. Luckily or unluckily for Network 10, it hasn’t had to participate in that conversation.
However, neither Prosser nor Monaghan are concerned about not being in the total people space.
Prosser said: “We still have a very competitive offering within the demographics. At the same time, our competitors might say this and that, but we know we are stronger in demos. The advertisers are fixated on demographics.
“I’ve never seen a booking come through on total people. We only talk about total people when these ratings come out, but in the market, it is all about demographics,” he explained.
Instead, Network 10 focuses on the future and its specific demographics. It’s been a big year for the network. It has tried many things. From rating failures like Love Boat and The Challenge to 2022’s biggest new show, Hunted.
While it might be easy to point out the things that didn’t work, you also can’t say the network plays it safe. Instead, 10’s focused on giving audiences fresh choices, and while some don’t click, others do in a big way, like Hunted.
Both Prosser and Monaghan are unapologetic about the stuff that didn’t quite land.
Monaghan, “We took a few risks that didn’t pay off, but to have the number one show that is new to the market, it is an achievement.”
So does that mean in 2023, the network will again try new things? Yes.
Monaghan said: “We aren’t going to shy away from trying new things. We will do it again!”
Prosser explained, “You must take some educated risks to get the gold!”
Prosser also assures me that advertisers that bought into Love Boat or The Challenge didn’t end up disappointed, thanks to the breadth of Paramount’s brand.
He said: “If you integrate into any of our shows, particularly the big noisy franchises like MasterChef that is extended into Parmaount+, which is a huge reaching platform. So there’s big reach across our platforms.”
2023 will be all about mixing up its classic roster, like MasterChef and The Bachelor. So, while they plan to keep their flagship shows, they also plan to give them a bit of a facelift.
Monaghan said: “What we will do is evolve some of our established franchises and shows. We’ve moved The Bachelor to the Gold Coast. MasterChef is coming in shorter and snappier next year. Obviously, The Project is seeing fresh new faces on the panel!”
