B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • imaa
  • AFL
  • Pinterest
  • Anthony Albanese
  • Spotlight on Sponsors
  • AI
  • Agency Scorecards
  • Meta
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Media Needs More Risk Taking Because No One Knows What Works: Chrissie Swan
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media Needs More Risk Taking Because No One Knows What Works: Chrissie Swan
FeaturedMedia

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

John Bastick
Published on: 3rd December 2015 at 6:00 AM
John Bastick
Share
3 Min Read
SHARE

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.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising Standards Bureau, ARN, Kate Gibbs, pretty shady
Share
By John Bastick
Follow:
John Bastick has edited B&T since 2015, making him one of the title's longest serving editors. In that time he has overseen B&T's rise to fame and fortune. He is one of Australia's foremost authorities on all things advertising, marketing and media. Prior to editing B&T, John built a scintillating career as a pioneer in the highly successful Men's Magazine category.

Latest News

Delicious. Produce Awards Turns 20
16/07/2025
Mountain Dew & PYRA Launch ‘Dew Drip’ Fashion Capsule Via VaynerMedia
16/07/2025
Agency Scorecard: Publicis Worldwide
16/07/2025
Mushroom Killer Continues To Do The Numbers As Aussie Podcasts Dominate June Rankings
16/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?