“We Are All Battling To The Death For The Very Last Viewer”: Nine’s Adrian Swift
The future of TV is without a doubt in a steady position, but this doesn’t mean it’s a cake walk, says Nine’s head of content and production Adrian Swift, who thinks TV has to sing more than ever for its supper.
Speaking to B&T, Swift believes that free to air television is still the big player in the game, and strongly believes in commercial TV.
“What we need to realise is we’re still the biggest gorilla in the forest and do what we’re good at which is driving a mass of audience in one place at one time and delivering them an advertising message which is cogent for that audience,” he said.
“The challenge is simply choice. In the old days the challenge for Channel Nine was to stop people from going to Channel Seven, the challenge for Channel Nine in 2016 is to stop people from going everywhere else.
“And actually, you’re never going to stop people. Our role is to try and keep people with us as long as we can, engaged to the greatest extent that we can. We are all battling for the death for the very last viewer.
“Where you used to have people staying with you through the evening, all those rules are starting to change, they are much harder to achieve. What that does is it puts a lot more pressure on individual programs, now things like tent poles where people would stay for the program in the middle of two other big programs; those sort of things don’t work the same extent that they used to.
“The one thing you can say about television is despite dire predictions of its demise, people have spoken too soon. Television is really the only mass market which still stands, a million people in one place at one time, Free to air television is still the thing that can deliver that.
“And around those big events- sports, news, big reality franchises, big event television- those audiences are still huge.”
Swift is firm in his belief that while Subscription Video on Demand services like Netflix are seriously shaking up the game, it simply can’t compete when it comes to FTA TV’s biggest weapons – live and local.
“The two biggest trends are live and local. People want to see things in the moment, they want to see things that are live and are happening there and then; things the nation can talk about, things they can participate in, tweet about, post or share in a moment,” Swift said.
“And local content, ten years ago every network in the country had a great American drama or crime procedural at 8:30. Those shows just don’t work anymore. People want to watch local content and that’s a huge opportunity. Nine is investing in 2016 a lot more money than it ever has in local content.
“They [SVOD] are challenges but by the same token, what they do is take eyeballs, but at the moment they’re not taking advertising,” he added.
“The reality with most subscription show is unless your Netflix and you’re talking a year sitting in your subscription library you’re still not getting anything like the same sort of numbers as you’re getting for free to air television in one place at one time. It’s a completely different model.
“In some ways what it actually does is it helps pay for content that starts on free to air TV. Whatever you say about Netflix, Stan and Presto the bulk of their libraries are old subscription and free to air content. That is the bulk of their content. In a way they are just another way of monetising content which has been on free to air.
“So is it eating some of our lunch because some of our eyeballs, post 9:30, will drift to those places? Yes. Is it fundamentally changing who we are and what we do? No it doesn’t because we are about generating a big audience at one place at one time.”
When talking sport and the big drawcards of FTA TV, Swift confirms that one thing “only FTA TV can really do” is get “millions and millions of people watching in one place at one time”.
“When so many new media have grown, people always assume they see any decline in an old medium means its doomed,” he said.
“Actually what’s becoming clearer, in some ways subscription, online, pay-to-download, any other form of video consumption is kind of circling around the edge of our orbit. In some ways it’s just confirming what we are – we are the big, lots of people in one place at one time medium. That’s still the biggest chunk of the advertising market.”
“Free to air is about really cogent ideas which sell themselves. It’s about clear scenes, it’s not about morally ambiguity. It’s clear what’s going on. They deal with the big scenes of life today rather than windows of strange or odd worlds that we haven’t seen.
“We are about big universal trends; those things apply to a drama or and they can apply to a cooking or renovating show, and frankly they can apply to a game of rugby league where it is about winners and losers. The morally righteous versus the less so.”
Please login with linkedin to comment
#notanotherchild adrian swift Advertising Standards Bureau brand expression Cannes Lions future of tv programmingLatest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.