Traditional TV Needs To Throw Away The Rulebook

Traditional TV Needs To Throw Away The Rulebook
SHARE
THIS



With streaming services Stan and Presto battling it out for viewers right now, and Netflix getting in on the action at the end of March, chief content officer at SBS, Helen Kellie, says traditional broadcasters need to reinvent themselves.

“We’ve kind of have to reinvent our rulebook and rewrite our rules,” she told the audience at the Broadcasting Digital Media Summit in Sydney. “We need to be a bit agile in how we look at things. In terms of how we commercialise our content, how we fund it, how we market it and how we schedule it.

“I think we have to throw the old rulebook away.”

Jonathan Holmes, former host of Media Watch and media columnist for Fairfax’s The Age moderated the panel, which also included Andrew Maiden, CEO of ASTRA, Elizabeth Ross, CEO of Freeview and Shaun James, director of Presto and video on demand at Foxtel. Holmes suggested the biggest challenge commercial broadcasters are facing at the moment is the fact they can’t get past the disruptive ads.

“With alternatives so easily available, isn’t that the real challenge for commercial free-to-air?” he asked.

Freeview’s Ross doesn’t see ads as a big problem though. She replied: “One reason why there is so much great television on the commercial free-to-air (FTA) networks, that’s clearly reaching 10 times as many people as the highest rating show on pay TV, is because there’s funding coming from advertising. It’s a business.”

The big moments such as sport and reality shows on TV draw a number of viewers for the FTA networks, however Holmes wondered how worried the advertisers are on dwindling numbers.

“10-15% of viewing is time-shifted viewing, so you’re still looking at over 85% of viewing is all viewing live,” replied Ross.

“I think the networks understand there is some resistance to advertising, there’s no question about that. They have to be more clever with the way they position their advertising breaks, they’ve got to be aware of the ‘wear-out’ factor and I think you’ll find, more and more, they’ll become more creative.”

SBS’ Kellie also believed networks shouldn’t become a one-stop shop. Outlining how SBS has a number of commercial and FTA models, Kellie stressed they are giving the consumer content whenever they want it and in whatever format.

She said: “Don’t be too precious about ‘we only do this model’. Audiences cross over these models. So don’t separate them like they’re different worlds, they’re not.

“I stream, and I watch live TV. I bet everybody else here does too.”

Please login with linkedin to comment

aama Advertising Standards Bureau aussie apples Family Feud holden cruz milka cola Sport

Latest News

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]

Agent99 Adds The Distilled Spirits Council Of The U.S &  Helen Tarrant To Portfolio
  • Marketing

Agent99 Adds The Distilled Spirits Council Of The U.S & Helen Tarrant To Portfolio

Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue
  • Campaigns
  • Media

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue

Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]

Influencer Marketing Agency Komodo Announces New TikTok Offering
  • Marketing

Influencer Marketing Agency Komodo Announces New TikTok Offering

Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19
  • Opinion

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19

According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope.   Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]

Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open
  • Media

Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open

Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]

by B&T Magazine

B&T Magazine
ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au

Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]

Fifth Dimension Expands Executive Leadership Team
  • Marketing

Fifth Dimension Expands Executive Leadership Team

Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO).  As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]