Sydney independent agency The Hallway believes Telstra's move to install an editorial arm of NRL Digital Media is a smart one.
The telco today announced leading sports journalist Nigel Wall (pictured) will head up editorial at NRL Digital Media, and is seeking 12 journalists to complete the new team
Wall's appointment is part of the five-year digital media and sponsorship agreement between Telstra and the Australian Rugby League Commission announced in late last year.
Jules Hall, managing partner at the Hallway told B&T the setting of a dedicated editorial team is a shrewd move by Telstra.
"Telstra has a history in content, they know what they’re doing," said Hall. "They know how to generate media revenue and content ad value. Just broadcasting the content is one route, but having editorial coverage, with indept analysis, then the intelligence is overlaid onto content, that’s where they will increase their media footprint and increase revenue around that.
"From agency perspective, it offers another opportunity for advertisers to reach an engaged audience … and offer a deeper level of engagement."
Telstra’s director of digital media and content Adam Good described Wall’s appointment as “a significant milestone in the establishment of NRL Digital Media”.
“We’re thrilled to have someone of Nigel’s calibre leading the editorial team that will bring unprecedented levels of coverage to Rugby League fans,” said Good.
“With a dedicated team of journalists based all around the country as well as producers injecting quality content into the NRL’s strong live and social media platforms, Nigel’s appointment will ensure NRL fans continue to enjoy unrivalled coverage and engagement with the game.”