UPDATED: Ten ‘catching-up’ Seven and Nine
Ten’s use of its catch-up service Tenplay as a way to scramble up more viewers has Nicole Turley, chief investment officer at MediaCom putting her hands together for the network.
“Ten has done particular well at this, and in many ways needed to,” she said.
“Ten’s leading the charge in terms of having previews and trying to build momentum around their audiences. It makes sense for them to release their content earlier.”
Catch-up services used to be purely that, a catch-up service, however recently TV networks such as Ten are beginning to offer online only content and VIP showings instead of using the service as a place to re-broadcast programs.
Just last week Ten released the first episode of the fifth season of the widely acclaimed drama Offspring for 48 hours or up to 20,000 views, whichever came first.
The preview garnered 20,000 views in under 24 hours, the “fastest that we’ve ever reached the viewing limit,” according to Ten’s chief digital officer Rebekah Horne.
“Expectations and behaviours around media consumptions, plus the voracious appetite for premium content such as Puberty Blues and Offspring, provides new opportunities to drive engagement, word of mouth and social buzz from fans who have previewed the shows prior to broadcast,” she said.
“This is an invaluable way to drive awareness and interest in the broadcast of these shows.”
While the exclusive content available on Tenplay may have been well received, Steve Allen at Fusion says the network’s ratings weren’t really affected.
“Did not seem to do much for its ratings even though the ‘views’ as publicised, were pretty impressive.
“It is another form of promotion and sampling to build word of mouth and anticipation,” he said, adding that ultimately it’s another form of trying to up the viewership.
Jane Clinch, digital director of Vizeum Sydney agrees with Turley that Ten is one of the networks currently at the head of the pack on this, arguing Seven and Nine generally use the catch-up service for its original purpose.
“Seven and Nine are yet to implement this kind of strategy, they seem more focused on using online for extended program content or just catch up,” she said.
“Networks like Ten, SBS and ABC are focusing on their brands in the over-arching sense, promoting programs across their platforms and really considering today’s audience behaviour.
“So long as Seven and Nine continue to significantly lead the TV market and make larger margins and profits from TV I think they will continue to push broadcast first and foremost, with online platforms being a secondary consideration.”
However according to a Yahoo!7 spokesperson, the catch-up service for Seven (Plus7) is already exuding exclusive content on its site.
The site is benefitting from the company’s global content deals such as the back catalogue of Saturday Night Live and original Yahoo!7 content such as The Flip Side, Sketchy, Losing It with John Stamos, Tiny Commando and First Dates.
These programs helped the catch-up service grab five million full episode streams.
Also in support of the season two premiere of A Place to Call Home, Seven uploaded the entire first season for the audience to binge-watch on.
“This is the first Yahoo!7 has released content in a full season and it was very well received, collectively the first seasons’ episodes achieved 100,000 full episode streams,” the spokesperson said.
Nine has also released four episodes of Love Child prior to its TV broadcast earlier this year, with the network claiming they were the first to utilise this tactic.
Victoria Buchan, director of communications and public relations at Nine said: “We had a massive success with it and it certainly was the first time anyone had done it, and obviously Ten noticed the success and have copied it with Offspring.”
Clinch suggests that when Netflix becomes available in Australia this might force the networks to change up their tactics and even though a lot of Aussies are currently accessing the streaming service illegally, the number is “not enough to persuade the larger networks to take notice”.
“Although the fact that we are already the leading nation in illegal downloading hasn’t seemed to make much of an impact to Seven or Nine,” she said.
Sebastian Rennie, chief investment officer at MEC, believes the uploading of exclusive content can be a tactic to hype up the program on social media and get people talking.
“If you can show someone a new episode or sneak a peek, hopefully they will become rating recruiters as they can comment on social media, so it can be used a tactic to help market show as well as a tactic for content demand,” he said.
The audience profiles and genres of the programs are also crucial elements within TV, with Rennie believing Ten are “playing to people’s wants and needs”.
Clinch from Vizeum agrees: “Broadcasting online first/offering seasons upfront works for certain types of programs like drama or comedy series.
“However I can’t imagine reality TV will be offering a season upfront, with the whole formula based on cliff hangers and live decisions and results.”
Ultimately Clinch believes there are a number of tactics networks are testing the waters on in order to keep their audiences.
“I’d like to see a time where it didn’t matter whether a person watched a program online or on TV, but the reality is TV ratings and revenue are the priority for most networks. Networks that continue to test different cross platform broadcast options will lead this space.”
Please login with linkedin to comment
Latest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.