ThinkTV Expands To Form The Premium Content Alliance

ThinkTV has extended its remit to form the new Premium Content Alliance, alongside NewsMediaWorks.

The new alliance will work to promote the value of premium content to advertisers and marketers.

ThinkTV will still exist, alongside new entity ThinkPremiumDigital and existing industry body NewsMediaWorks, which has been renamed to ThinkNewsBrands.

The Premium Content Alliance will now exist as the majority shareholder of all three arms of the business.

ThinkTV CEO Kim Portrate will take on the role of inaugural CEO of the Premium Content Alliance.

“Australia’s premium content creators have come together to protect something all Australians hold dear: professionally produced content – from news through to the entertainment programs they love – across broadcast, print and online publications,” Portrate said.

“Ensuring the future sustainability of these treasured assets – in light of the business practices of global digital platforms – is critical today, tomorrow and into the future. It’s time to stand together to champion the value of locally produced premium content to brands.

“What we’re launching today is so much more than an organisation. We’re launching a crusade to protect something beloved by our community.”

Portrate will continue to work with ThinkTV.

It follows the establishment of ThinkTV in 2016, which was created as a vehicle to promote advertising on television.

The Alliance will extend into premium digital and news publishing.

Like ThinkTV, The Premium Content Alliance will commission research to provide insight into how professionally produced content can deliver positive outcomes for businesses and brands.

ThinkPremiumDigital will work on highlighting the benefits of premium video and display environments, while ThinkNewsBrands will continue to promote the effectiveness of advertising in premium news environments.

Members join on

The founding members of the alliance are: Foxtel Group, Foxtel Media, Network 10, News Corp Australia, Nine and Seven West Media.

Leading the new group as the inaugural chair will be News Corp Australasia executive chairman Michael Miller.

“Media companies today are multi-media businesses, and Australian advertisers are seeking media partnerships that provide wholistic marketing solutions. Marketers require campaigns that bring together effective combinations of broadcast, digital and news media.

“This new industry alliance will provide advertisers, agencies and marketers with clear evidence of how best to use media combinations for their product or service, in a varied range of trusted media environments.

“The Premium Content Alliance will support companies to utilise trusted media and premium content to grow their reputations, customers and businesses,” he said.

Network 10 CEO and executive vice president ViacomCBS Networks Australia & NZ Paul Anderson said: “This is an exciting time for our industry. Marketers and brands need a trusted voice when planning campaign investments. The Premium Content Alliance brings together Australia’s leading media companies to demonstrate the power trusted, proven media have in this process.”

Nine CEO Hugh Marks said: “Proven media delivers results for brands. The creation of The Premium Content Alliance enables domestic publishers to speak with a united voice on the benefits for marketers and agencies in working closely with The Alliance’s members to deliver real results.”

Seven West Media CEO James Warburton said: “The Premium Content Alliance is a great initiative that we support. Expanding on the important work that ThinkTV has delivered, this initiative will bring this same attention to the power of premium content across proven media to grow brands and businesses, in the face of unregulated digital giants.”

Foxtel Group CEO Patrick Delany added: “When Australia’s leading content owners and producers first came together in partnership under ThinkTV, it was incredible to see the size and sophistication of the audiences they drew. With the launch of The Premium Content Alliance, we are breaking new boundaries and breathing life into even more opportunities for marketers and advertisers keen to maximise engagement with the right audiences and get the most out of their investments.”

the iab responds

Australia’s online advertising industry body the IAB has welcomed the creation of the alliance.

“The Premium Content Alliance is a marketing body that will undoubtedly play a useful role for publishers and media owners wanting to articulate their points of difference and position their own products positively to market. We look forward to working beside them to drive diverse and sustainable investment in digital advertising in Australia,” said IAB Australia CEO Gai Le Roy.

“IAB Australia will also continue to work closely with other industry associations including MFA and AANA to help shape the rules of play around measurement, Australian Digital Ad Practices, mentorship, global tech and policy work, Tech Lab standards, standardising terminology and supporting the broad media and marketing community.”