TV Rivals Combine Powers To Create Uber Industry Body!

TV Rivals Combine Powers To Create Uber Industry Body!
SHARE
THIS



The TV networks are casting their differences aside and joining forces to create a brand spanking new research and marketing body called Think TV. TV executive and panellist on Gruen, Russel Howcroft, is spearheading the initiative as chairman.

While speculation was rife the free-to-air networks were on the cusp of linking up, nothing had been confirmed until today. Think TV will include networks Seven, Nine and Ten and subscription service Foxtel.

The new body will promote the benefits of TV, which has had a rather hard slog in recent years with the onslaught of Netflix and audience fragmentation. The Australian is this morning reporting many TV executives are fed up with hearing about the death of TV and want prove otherwise.

“Think TV is without doubt the most potent and collaborative initiative that television broadcasters have developed in 20 years,” said Howcroft in a statement.

“Much industry debate follows the ‘ping pong’ shifts in digital media with many assumptions then linked to television’s impending doom, assumptions which are fundamentally flawed. There is an urgent need to clarify for advertisers conflicting and confusing digital measurement claims and misinformation about the impact of advertising in many digital channels,” he said.

“It’s hardly new news but advertising in broadcast viewing environments – linear and digital television – remains amazingly resilient, effective and brand safe. Television is not going anywhere, it’s broadcasting everywhere.”

There’s no CEO for the body just yet, but an appointment is expected sometime in June.

Media commentator and academic, Professor Karen Nelson-Field, praised the new industry body, saying the TV sector needed something like this to re-establish its baseline, “a baseline that has shifted largely due to the falsely generalised sound-bytes from digital case studies that are quickly turned into ‘best practice’ – often by those who stand to gain the most from their acceptance,” she said.

“Despite the sensationalised claims that television has lost its sparkle, at the end of the day when buying media for the purpose of growing a brand, the two most important considerations are cumulative unduplicated reach potential and audience quality in terms of reaching more light buyers – television ticks both of these boxes.

“Have I become a television-only evangelist? No. I consider myself media-agnostic and think all media have a role to play. But I do think the pendulum has swung too far and each medium should be considered on its real merits.”

Think TV is to be modelled off the similar British version, Thinkbox, and will bring material examples to media buyers and advertisers of the benefits of TV.

“It’s incredibly cluttered out there for people and advertisers,” Howcroft added. “But television, contrary to popular commentary, remains unrivalled when you look at the amount of time people choose to spend with any content on any screen. Broadcast quality content is also a proven advertiser-friendly environment, which will increasingly become a rare concept.”

Please login with linkedin to comment

ARN Billabong Family Feud pokemon think tv

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]