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

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.




Latest News

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]

Leos Appoints Clare Pickens As CEO
  • Advertising

Leos Appoints Clare Pickens As CEO

Reports of Pickens demanding new corner office with wingback chair greatly exaggerated, says Publicis PR team.

Russel Howcroft & Freddie Young Headline AdMission Podcast
  • Advertising

Russel Howcroft & Freddie Young Headline AdMission Podcast

Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals
  • Marketing

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals

According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights
  • Technology

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights

Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio
  • Marketing

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio

Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]