Free-To-Air Networks Set To Pull Ranks Into Own Marketing Body: Reports

Free-To-Air Networks Set To Pull Ranks Into Own Marketing Body: Reports

On the back of Google touting its YouTube ads nab more engagement than the traditional TV comes a report from Fairfax the Aussie TV networks are consolidating into an industry marketing body.

The group will aim to persuade advertisers to stick with the free-to-air (FTA) networks Seven, Nine and Ten, and will reportedly purge its spending in big digital channels such as Google and Facebook.

The marketing body will allegedly be modelled on the UK one called ThinkBox. Thinkbox is the marketing body for the commercial networks in Britain. It helps advertisers get the best out of the UK TV networks.

“TV today has more to offer advertisers than ever before, not least because this growing medium remains at the heart of popular culture and advertising effectiveness,” Thinkbox says on its site.

“From understanding how audiences engage with TV advertising, uncovering what the latest technological developments mean, explaining innovative and affordable solutions, and encouraging creativity to providing the rigorous proof of effectiveness that advertisers need, Thinkbox is here to help businesses meet their marketing objectives.”

The Sydney Morning Herald report the one Down Under will be called Think TV and is expected to launch in the next three months.

There is currently an industry body called Think TV and is the industry representative for the FTA broadcasters. It’s a marketing initiative from industry body Free TV. The report the new body will become a separate entity.

Comment has been sought from Seven, Nine and Ten.


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