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New boss signals older demographic for TEN

"I would like to see an older demographic come in," says new TEN CEO Hamish McLennan.

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Ten LogoTEN’s new CEO Hamish McLennan has signalled TEN is set to skew broader rather than returning to its youth demographic.

Speaking to the Senate Committee on Media Reforms, McLennan was asked about the network’s target audience: “Would it be fair to say that the community you’re interested in satisfying, their public interest in what they’re viewing maybe different to, for instance, SBS, ABC, Channel Seven?”

He replied: “We have had an extreme youth focus over the last few years. I’m not sure it’s entirely appropriate.

“It’s my first day on the job but I’ve been asked by many people what my view is.

“The issue here really is what is a sustainable model for Channel TEN? I think we can be youthful in terms of how we go to market.

“But I would like to see an older demographic come in. I think all good television networks have diverse programming and pick up different audiences on the way through.”

TEN last attempted to move towards an older demographic when it launched ELEVEN and updated its early-evening News line-up on TEN.

20 Responses

  1. In general, young people have more disposable income because they’re not leaving home until much later. The money that would have gone on rent/mortgage is now available for toys, tech, cars, clothing, etc.

    Older people may have the cash because they’ve paid their house off, but still tend not to spend it. They buy less groceries once the kids have all left, have got all the furniture they want, and use less of everything (especially if not working f/t). About the only thing they spend more on is medical care.

  3. Hey, Ten execs. Just because I’m old doesn’t mean I’m dead. I can enjoy a ‘youthful’ comedy as much as any teenager, change channels to pick up a documentary on Impressionist art, change channels again to try and find the NHRA Funny Car finals all while testing Ubuntu 13.04 (Raring Ringtail) on my desktop and updating my Facebook page from my iPhone. So don’t for one minute think you know what I want.

    But, here’s some free advice. Don’t treat me like a fool and think you’ll win me over with re-runs from the 90s/80s/70s or even the 60s. Those shows were good then, now they just suck even if you ‘re-invent’ them.

  4. The 16-39 demographic is valuable because it is hard to get. It is being being chased by everyone but specifically the internet, Nine, Eleven, Go!, ABC2 and now the new SBS2 who are doing a better job than Ten.

    There are networks that chase older viewers ABC1, 72 and Gem. And those networks are doing better than Ten in that demographic.

    There is even a network for males who sit on the couch drinking beer and watching TV all day but can’t afford Foxtel — Mate

    The is nothing new in McLennan’s statement — Ten needs more viewers and it can’t be choosy.

  5. I really can’t keep up.

    Ten used to be 16-39 focused with The Simpsons and 90210 and Neighbours and Idol.

    Then they went 18-49 primary and 16-39 secondary.

    Then with the “news revolution” and Negas and 2.5 hours of news in the evenings they went 18-49 primary and 25-54 secondary.

    Now they have dropped that and back to 18-49 / 16-39.

    Now they wanna change again???

  6. Gee wiz the first thing I thought of was us old farts, but then I realised he may have meant old darts.

    Because I always thought a sensible mix of age demographic relating to time of day and week/weekend/month/season etc.programmed selectively for various demo’s, asigning demo’s to each multi channel, may have been some good targets to aim at.

    Just as long as some p_ick didn’t keep moving the targets all over the network, and not use the 24 hours of a day as niches to fill at his will, or with some blindfolded programmer throwing programmed named darts at those moving targets, making it nearly impossible to ever get a bullseye, no matter how sharp and how many expensive darts you have bought to throw.

  7. I, as one of the older demo ….is still here TEN…constantly peeking in and trying to watch…you are not helping….hope you can sort it….I use to watch TEN a lot…
    @ shazz …I have been trying to get that point across for years…older folk have cash to splash….most own what they have…no mortgages etc….primed and ready to be advertised to….

  8. @C-Boy: Ten News at 5 is actually one of Ten’s top performers, probably owing at least in part to its timeslot. And while The Project isn’t going to win its timeslot any time soon, one has to consider that it’s up against Today Tonight and A Current Affair. It’s going to take a miracle to topple those two. The Project provides a valuable alternative.

    Ten tried serious (in both 6pm and 6:30) with their 2.5 hour News overhaul and that didn’t work out so well.

  9. Ten need to get rid of The Simpsons (it’s better off at Eleven) and possibly The Project (replace with a current affair program that is more serious and less comedy-ish). Also ratings for their early evening news might improve heaps if they move it to 6pm. Most people are still driving home from work at 5pm!

  10. @ shazz, I disagree, the current youth market has a vast disposable/discretionary income. Way more than the previous gen, however they do not watch tv in the traditional sense, but access their entertainment through a wide and diverse range of media.

    As for ch10, they just want an audience in any way they can get it. Their previous younger audience that they have always chased….has actually got older, they just need to catch up

  11. TasTVcameraman, The Range is a Southern Cross Austereo produced program & is only aired in regional Eleven areas (metro Eleven has The Loop). I think The Range should be shifted to the SCTen/TDT/DDT channels because the demos are all wrong for country music being on Eleven.

  13. How about they start treating their longest running show (The Bold and the Beautiful) with a bit of respect. All this editing just drives viewers away, we end up viewing it by alternate means. TEN will never listen or learn.

  14. Shazz…I agree with your thoughts but it was Murdoch that changed Ten’s strategy from a mix of programs to a pure youthful focus.

    Maybe he missed the data and basic observations about Television.

  15. I think this is just an acknowledgement of the demographic reality of Australia. We are getting older – very fast. Our population is ageing but not dying off like in the past. Instead life spans are growing substantially with increasing numbers living into their 80s.

    Also on the other side not only is the youth population declining, it is also getting much poorer with less access to employment and housing. So their discretionary spending is declining. While older people are often loaded with cash and assets.

  17. The whole older thing works with some of the shows that they are given through network deals anyway…like L&O: SVU, The Good Wife and Blue Bloods just to name a few all skew older

  18. There’s a huge audience that would gravitate to a 45+ television network but please, don’t show repeats of shows from the 70’s & 80’s.
    Many of the ABC programs are designed for this demographic so it will be interesting to see what programmers at TEN come up with that will be their point of difference in the market. Good luck.

  19. Good idea, how about a “rage” styled show with old film clips say 20 years ago Abba stuff and some of the great folk clips, Eleven have made a start with The Range” now complete it with some older music clips, something that the baby boomers are able to relate to

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