ThinkTV Expands To Form The Premium Content Alliance

ThinkTV Expands To Form The Premium Content Alliance
SHARE
THIS



ThinkTV has extended its remit to form the new Premium Content Alliance, alongside NewsMediaWorks.

The new alliance will work to promote the value of premium content to advertisers and marketers.

ThinkTV will still exist, alongside new entity ThinkPremiumDigital and existing industry body NewsMediaWorks, which has been renamed to ThinkNewsBrands.

The Premium Content Alliance will now exist as the majority shareholder of all three arms of the business.

ThinkTV CEO Kim Portrate will take on the role of inaugural CEO of the Premium Content Alliance.

“Australia’s premium content creators have come together to protect something all Australians hold dear: professionally produced content – from news through to the entertainment programs they love – across broadcast, print and online publications,” Portrate said.

“Ensuring the future sustainability of these treasured assets – in light of the business practices of global digital platforms – is critical today, tomorrow and into the future. It’s time to stand together to champion the value of locally produced premium content to brands.

“What we’re launching today is so much more than an organisation. We’re launching a crusade to protect something beloved by our community.”

Portrate will continue to work with ThinkTV.

It follows the establishment of ThinkTV in 2016, which was created as a vehicle to promote advertising on television.

The Alliance will extend into premium digital and news publishing.

Like ThinkTV, The Premium Content Alliance will commission research to provide insight into how professionally produced content can deliver positive outcomes for businesses and brands.

ThinkPremiumDigital will work on highlighting the benefits of premium video and display environments, while ThinkNewsBrands will continue to promote the effectiveness of advertising in premium news environments.

Members join on

The founding members of the alliance are: Foxtel Group, Foxtel Media, Network 10, News Corp Australia, Nine and Seven West Media.

Leading the new group as the inaugural chair will be News Corp Australasia executive chairman Michael Miller.

“Media companies today are multi-media businesses, and Australian advertisers are seeking media partnerships that provide wholistic marketing solutions. Marketers require campaigns that bring together effective combinations of broadcast, digital and news media.

“This new industry alliance will provide advertisers, agencies and marketers with clear evidence of how best to use media combinations for their product or service, in a varied range of trusted media environments.

“The Premium Content Alliance will support companies to utilise trusted media and premium content to grow their reputations, customers and businesses,” he said.

Network 10 CEO and executive vice president ViacomCBS Networks Australia & NZ Paul Anderson said: “This is an exciting time for our industry. Marketers and brands need a trusted voice when planning campaign investments. The Premium Content Alliance brings together Australia’s leading media companies to demonstrate the power trusted, proven media have in this process.”

Nine CEO Hugh Marks said: “Proven media delivers results for brands. The creation of The Premium Content Alliance enables domestic publishers to speak with a united voice on the benefits for marketers and agencies in working closely with The Alliance’s members to deliver real results.”

Seven West Media CEO James Warburton said: “The Premium Content Alliance is a great initiative that we support. Expanding on the important work that ThinkTV has delivered, this initiative will bring this same attention to the power of premium content across proven media to grow brands and businesses, in the face of unregulated digital giants.”

Foxtel Group CEO Patrick Delany added: “When Australia’s leading content owners and producers first came together in partnership under ThinkTV, it was incredible to see the size and sophistication of the audiences they drew. With the launch of The Premium Content Alliance, we are breaking new boundaries and breathing life into even more opportunities for marketers and advertisers keen to maximise engagement with the right audiences and get the most out of their investments.”

the iab responds

Australia’s online advertising industry body the IAB has welcomed the creation of the alliance.

“The Premium Content Alliance is a marketing body that will undoubtedly play a useful role for publishers and media owners wanting to articulate their points of difference and position their own products positively to market. We look forward to working beside them to drive diverse and sustainable investment in digital advertising in Australia,” said IAB Australia CEO Gai Le Roy.

“IAB Australia will also continue to work closely with other industry associations including MFA and AANA to help shape the rules of play around measurement, Australian Digital Ad Practices, mentorship, global tech and policy work, Tech Lab standards, standardising terminology and supporting the broad media and marketing community.”

 

Please login with linkedin to comment

premium content alliance thinktv

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]