Ten to drop youth focus after steep loss

Ten to drop youth focus after steep loss

Network Ten plans a shift in strategy as it looks to recover from the massive $243.3 million first half loss announced this morning.

The embattled broadcaster has revealed that it’s looking to move away from the strong youth focus of recent years to grab a share of the older market.

“We need to identify which audience it is we want to target,” said Ten's new CEO Hamish McLennan, who described the company’s financial performance as “unsatisfactory.”

“We’ve had a strong youth focus in the past, but I think it’s fair to say that these viewers are most promiscuous in market place.

“Without a major shift in strategy, we’re looking at a slightly older skew. We’re doing analysis at moment to see where the advertiser base sits … where the money is, and how that will correlate to our programming.”

McLennan added that Ten’s “extreme youth focus”, which led to the commissioning of progammes such as The Shire, “is not quite right for us”.

He described the current advertising market as “choppy” and said that there’s a bit of uncertainty in the market about what will happen around the federal election in September.   

“We’re in the business to grow our market share,” said McLennan, who added that he's confident there’s still a viable role for Ten in Australia.

“More sport would be good for the network,” he added, “but we’ll only do it in a prudent, selective sense.”




Please login with linkedin to comment

Latest News

Adobe Launches Express Mobile App With Firefly AI
  • Technology

Adobe Launches Express Mobile App With Firefly AI

Adobe has launched a new Adobe Express mobile app, giving users Firefly AI on the go. Adobe Express is the all-in-one AI content creation app that makes it fast and easy for anyone to ideate, design and share standout social media posts, videos, flyers, logos and more. Millions of users around the world are turning […]

ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
  • Media

ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane

ThinkNewsBrands in collaboration with the Independent Media Agencies of Australia (IMAA),  continued the in-person education rollout of the Publishing & News101 learning module yesterday, extending its reach to independent media agencies in Brisbane. That means Queensland has become the second state to benefit from the special in-person training and certification program. The program delves into […]

B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
  • B&T TV

B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn

B&T had the honour of travelling to GroupM’s lush North Sydney offices to chat with Tatiana Patrón and Missie Saroyan, who had travelled all the way from the US to see how we do things down under. Patrón is an associate client investment lead in Wavemaker’s New York office, while Saroyan serves as a programmatic […]

HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
  • Campaigns

HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square

HoMie, a Melbourne-based streetwear label that supports young people affected by homelessness or hardship, has turned traditional buy-one-get-one-free retail offers on their head with a special promotional campaign developed by Town Square. HoMie has launched ‘Give One. Get One,’ where for every HoMie hoodie purchased for Youth Homelessness Matters Day, fellow streetwear label Champion will […]

Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
  • Campaigns

Thinkerbell Takes Us Back To Summer In Latest Work For XXXX

Lion and Thinkerbell have launched new work for XXXX Summer Bright, reminding everyone that it’s a beer to drink all year round. The idea is now live across social, digital and OOH. It centres on the insight that around here, unlike most places in the world, we only have one season really, summer. So it’s […]

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]