Media Needs More Risk Taking Because No One Knows What Works: Chrissie Swan

Media Needs More Risk Taking Because No One Knows What Works: Chrissie Swan
SHARE
THIS



TV and radio personality Chrissie Swan says media outlets need to take more risks with their content because audiences are fast becoming tired of the “same old same old”.

Swan, talking to B&T prior to the announcement of her new TV show Long Lost Family on Ten, singled out the Ten Network for trying new things and not just rehashing the tried and tested.

“I don’t think anybody knows 100 per cent what works in media and what doesn’t these days,” Swan said of what makes a successful program.

“But hats off to Ten, their shows have really worked this year. I think people don’t give Ten enough credit for taking risks, they’re not just recycling everything we’ve seen before.

“Take Spelling Bee, that was hugely successful and had never been done anywhere in the world before and that’s exciting to me.

“Audiences get fatigued with the same old same old and that’s the key – mix it up,” she said.

Swan will join co-hosts Sam Pang and Jonathan Brown on Nova breakfast in Melbourne in the new year but disagrees that seasoned presenters mean the Millennials are turning off traditional radio.

Rather, Swan said, it’s harder for young announcers to get a break in radio because you need runs on the board and time to develop your skills as a presenter.

“(When it comes to radio) I think audiences do like familiarity too, so in that way I think its actually harder for younger people to get a start on-air,” she said.

Not that Swan – a former advertising copywriter – has advice for budding stars wanting to follow her footsteps into a TV and radio career.

“I’ve never had an act; I just turn up and be myself. I don’t have a routine;  I’m not a comedienne. I think it’s honesty and I also think if you can get people to relate to it, that always works… that “Oh my God I can’t believe she’s saying that” gets them every time,” she confessed.

Please login with linkedin to comment

Latest News

Does TikTok Really Make Sense For Microsoft?

Does TikTok Really Make Sense For Microsoft?

In this guest post, Alex Watts (pictured), DDB Sydney Head of Social, discusses his thoughts on the potential Microsoft/Tik Tok acquisition and whether the deal actually makes any sense for Microsoft… Trump is calling for a ban, China’s calling it a “smash and grab,” but the real question is – does buying TikTok really make sense for Microsoft? TikTok is […]

QMS Sport Rebrands As Media Tech

QMS Sport Rebrands As Media Tech

Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]

Design Studio Nightjar Launches Publisher Platform For Sneaker Freaker

Design Studio Nightjar Launches Publisher Platform For Sneaker Freaker

Sydney-based design and technology studio Nightjar have launched a new website for Sneaker Freaker. Founded in 2002, the street culture magazine is the first and only international footwear magazine. From its roots as a DIY-style fanzine to today’s global coverage, its print pages and online platforms document every colab, custom, limited edition, retro reissue, Quickstrike, Hyperstrike […]

Former Haystac Head Of Strategy Launches PR Toolkit For Small Businesses

Former Haystac Head Of Strategy Launches PR Toolkit For Small Businesses

Haystac’s former National Head of Strategy, Haylie Marchant (pictured) has launched The PR Toolkit – an online resource and DIY PR platform educating and empowering small and medium sized businesses to do their own PR. Offering a mix of free resources and easy-to-use how to guides, the one-stop-shop for DIY PR covers media relations, media […]

Malcolm Turnbull & Janine Allis Elevate BIPOC Voices In Australia With New Series

Malcolm Turnbull & Janine Allis Elevate BIPOC Voices In Australia With New Series

One Love Australia has launched a new social change initiative that will see a raft of high profile individuals, including former Australian Prime Minister Malcolm Turnbull and Boost Juice’s founder, Janine Allis, take part in a video interview series set to turn racism on its head. The initiative – titled #ShareThePlatform – will see these […]

Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter

Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter

Resolution Digital has been awarded the Australia’s Agency of the Quarter award in the prestigious Google Honours program. The Honours program for 2020 recognises the achievements of the very best performance marketing agencies and providers across Australia and New Zealand. The program consists of 3 quarters, 43 agencies and over 500 individuals; measured on account […]

Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm

Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm

Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]