Nine exec joins ABC

2012-12-04_2338In an unexpected industry move, Adrian Swift, who has been Nine’s Director of Development and Digital, is joining the ABC as Head of Content and Creative Development.

Swift, who has overseen such shows as The Voice, and  Big Brother  for Nine, this week gave an interview in which he frankly described the Voice finale as having disappointing ratings.

Swift was also integral Nine’s strategy for apps, social media, web sites and catch up and has had two stints at SBS, including as Head of Sport and a decade of production roles in the UK.

“Adrian is one of the most highly regarded production executives in the country,” says Director of Television Richard Finlayson. “His experience across public broadcasting, digital media, and in building broad, engaging shows for Nine, gives him a unique perspective to lead ABC Content into the challenges ahead.

“He’ll be joining a first class team of creative leaders, with a slate in good health and we are delighted to have him on board.”

“Nine has been a big part of my career from my early days as a reporter, to becoming a producer, to my latest executive role,” said Swift, “and the past three years working with Michael Healy, David Gyngell, Andrew Backwell and the team at Nine have been a highlight.

“Joining the ABC is very much a creative decision. To have the ability to help the National broadcaster in its significant role in reflecting and defining Australian culture through the most powerful medium of all – television – is an opportunity I just couldn’t turn down.”


  1. I agree ‘newbie’ a massive loss for Nine. Adrian is a wonderfully creative and innovative leader in our industry. The ABC have chosen well.

  2. Kudos to Richard Finalyson for a great hire. As previously pointed out on this site ABC’s post 830 prime-time schedule has failed to connect with the audience this year and the ratings reflect that. Without BBC premium content the ABC must step up into the premium content vacuum that has been left behind. Hopefully Adrian Swift will breath new life into the dreary, conservative and risk-averse (Spicks and Specks reboot?) content cabal that has been in place for too long. It’s hugely important the key content positions are churned from time to time to bring fresh energy into the organisation.

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