Television is “becoming the Florida recount” where you really can’t tell who won the next day, according to Paul Lee, head of the America Broadcasting Company (ABC)’s Entertainment division.
Now having to wait seven days to fully understand how a show is doing ABC has found on average a 33% growth of shows throughout the seven first seven days.
Lee also said he believed linear broadcast would remain the as the first platform for its viewing content for the next few years at least.
“We still think the broadcast platform will be the primary platform,” Lee said this morning, speaking at a media briefing as part of the annual Australian Broadcasting Digital Media Summit and Expo.
“We will make an episode of Revenge, it will air first on ABC, but if you think of how many platforms in the ABC and how many platforms around the world, it really is just the first viewing we will do on ABC, and then take it beyond.”
Remarking as well on the role of digital media, Lee believes there are two contradictory forces at work, with defined brands being the only ones able to survive in the fragmented universe of media today.
“On the one hand, we’re in a fragmented universe and more money on marketing is absolutely critical in order to break out from the clutter. It’s almost impossible to launch a show without real marketing behind it.
“On the other hand, the fact that you have with data mining and social media with the ability to, not just target the audiences, but multiply your message many fold, allows you to use your money that much more effectively.
“So one of them is pushing the investment down, the other is pushing the investment up. It’s a really interesting moment in marketing.”
Digital platforms have also massively transformed the marketing campaigns and how they will only work if all parts work together.
“No matter the marketing, the technology, the cinematic experience; it only works if you get it all right. Because if it isn’t, our tweets and Facebook and Instagram fans, they can tell their friends not to watch.”
The emotional connection for viewers is one such area Lee believes plays a significant role in ABC’s marketing campaigns.
“It’s not just about cinematic scope or social media engagement, you have to make the emotional connection as well,” he said.
“Our outdoor campaigns are now reflective of our social campaigns and not vice versa, but none of that works if we don’t create deeply emotional cinematic campaigns.”
News source: Annual Australian Broadcasting Digital Media Summit, Association and Communications Events
Please login with linkedin to comment
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
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 inaugural Best of the Best Awards. If you’re still going on your submission, it’s time to hit the panic button (but make sure you also hit the ‘submit’ button). And, if you’re confident […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.