Network Ten’s new boss Hamish McLennan has said plans to capture a wider audience will not see the broadcaster walk away from its core youthful demographic.
McLennan told B&T that the Ten brand will remain “fun, playful and irreverent” as it looks to capture a share of the over-35s and over-40s.
“All we are saying is that there was a laser focus on extreme youth that led to programming choices that I think, in hindsight, didn’t fit us well,” McLennan told B&T.
“What I mean by that is Being Lara Bingle and The Shire.
“We just need to moderate our approach a little bit and be careful that we don’t alienate consumers and then also, where possible, look for a slightly wider demographic.”
McLennan, who now owns 3.13 million Ten shares, said his first priority when he joins Ten on March 18 will be to stabilize the schedule and invest in the network’s programming.
“I think our recovery has to be a programming led recovery ultimately,” he said.
“It is not ultimately about dramatic cost cutting but we will always be prudent where we need to be.”
McLennan said there were no cost-cutting plans but then added, “I haven’t even officially started yet so it is too early to tell”.
“But the reality is we have a tight ship to run but, as I said before, we are looking at how we invest in the business and get our programming right.”
Sport – particularly cricket – is a focus for Ten as McLennan believes it will help the network capture viewers that are outside of its “fragmenting” and “fickle” core audience.
“By virtue of getting a property like that we are going to end up with an older male demographic and I think there are good business reasons why that could suit us well.”
Asked if Ten would be competitive in the fight for cricket, McLennan said: “We won’t tip our hat to what we are exactly going to do but, as you know, our balance sheet is the healthiest it has been in years and we will think creatively around how we bid for those rights.”
Earlier today, Ten announced that chief marketing officer Tony McMaster had left the business but McLennan remained tight-lipped on any future staff changes.
Media analyst Steve Allen told B&T earlier today that it is Ten's board which is "culpable" for the network's poor performance. Allen said the board are "flipping and flopping" when it comes to the broadcaster's strategy.
McLennan declined to comment on board matters but added: "My initial discussions with the board have been nothing but positive. They are deeply committed to the success of Ten and I have been really impressed by all that I have met."
Please login with linkedin to comment
Reckitt has leveraged internal research to launch its new Future of Work Strategy. The research uncovered key highlights for employees working for the consumer healthcare organisation in Australia, which form the foundations on which the Reckitt Future of Work model was created. Completely based around flexibility, the approach offers employees a hybrid model where they […]
With Google abolishing third-party cookies and Apple continuing to push privacy-first solutions, marketers are on the lookout for new ways to reach engaged customers, while remaining compliant with rules and regulations. To help these marketers, Australian data commercialisation company smrtr has recently released a new whitepaper Through the Looking Glass: The Rise of Hypothesis-based Marketing. The whitepaper looks […]
The high-profile defamation trial continues to provide twist and turns, as Roberts-Smith corrects evidence he has already given, and politician Andrew Hastie is expected to give his own. Roberts-Smith corrected evidence he previously gave in court on Friday, managing to make the defamation case against Nine even more complicated. According to ABC News, the former […]
We’ve dished out plenty of reminders, but believe us when we say that NOW is the time to submit your entry for B&T’s Women in Media Awards 2021, presented by Are Media. On-time entries for this year’s Women in Media Awards close TODAY (Monday 21 June at 5pm AEST). And, while you can submit entries after this date for […]
A recent report by reviews.org has found that 46 per cent of Australians say they are addicted to their phones. Reviews.org also found that Australians spend 17 years of their life, and an average of five hours a day, staring at their phones. 1,000 Australians were interviewed for the report, which found some startling insights […]
Wales has proven itself the surprise package of EURO 2020, advancing to the final 16 over the weekend over more fancied rivals. It was the team’s 2-0 win over Turkey last Thursday that caught everyone’s attention and gave the Welsh enough for-and-against points to advance through to the semis. Welsh TV station S4C also got […]
celebrity chef Manu Feildel, best known for hosting My Kitchen Rules, will see his contract with Seven end this month. My Kitchen Rules, initially a ratings juggernaut for Seven, ended in 2020. Despite persistent rumours that the show would make a comeback in 2022, in a May interview with TV BlackBox, Seven’s director of programming Angus […]
Zurich has been co-principal partner of Melbourne Football Club since 2018 and the sponsorship arrangement broadened in 2020 when Zurich also became Co-Principal Partner of the club’s AFLW team. CEO of Zurich life & investments, Justin Delaney, expressed his excitement at being able to continue the successful partnership. “We’re thrilled to extend our partnership with […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]