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Seven, Nine, TEN to lock arms in fight for advertising

New marketing group for FTA advertising to be modelled on Britain's Thinkbox.

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Seven, Nine and TEN are to join forces with a new marketing body, Think TV, as it faces increased competition from online giants including Facebook and Google and Netflix.

Fairfax Media reports it will be modelled on Britain’s Thinkbox and launch within 3 months.

Think TV is already a marketing brand for Free TV Australia which represents FTA commercial networks, but the new body is expected to become a separate organisation, with its own chief executive and budget for research and marketing.

 

Yesterday TEN CEO Paul Anderson said TEN was competing for advertising dollars against the foreign online giants which continue to send billions of dollars of advertising revenue directly offshore.

“This is putting us at a major competitive disadvantage and threatening the future of free-
to-air broadcasting and, in particular, the Australian content ecosystem,” he said.

5 Responses

  1. Cliche’s abound, pigeon’s…roost, what goes around…comes back to bite you, treat your customers like dirt, etc. Aussies spend $15B per year on advertising and FTA’s share is becoming smaller.
    To be fair, there are no computer bots on sofa’s pretending to watch ads or click remotes and the sales effectiveness of “new” media is yet unproven.
    I have 5 email addresses to control spam and only 1 has my real name, location and age (sorry David). I may pay for all the ads but I don’t have to look at them!
    There’s an election coming up and a swag of our money will surely boost FTA’s bank balances. Now there’s an idea…

  2. Yes, 10 has a lot of the blame on themsleves I feel. Also, this ridiculous ‘off times’ and late starts for programes startings is terribly annoying and gives no reason to want to follow any of the channels. We have moved to the ‘off channels’ for the older shows, we only watch a few of the new or staple ones. Some of the programs that have done 10 good for years get treated like garbage. I rarely get any offerings of reminder that “such and such’ a show is on at a particular time unless its a few hours before and this is from twitter. I often get up them about particluar shows that still bring in ratings that never seems to get a mention anymore. And yes yezza, we have been telling them about it for years. I get more info more often from google alerts. I do follow David’s blogs now on twitter but most info seems to be about Australian shows?

    1. I write on AU, Int, FTA, STV and Streaming. While FTA is dominated by AU titles they will comprise the bulk of timeslot changes. In the past week networks have moved international shows without telling me, so it’s a challenge.

  3. Yesterday TEN CEO Paul Anderson said TEN was competing for advertising dollars against the foreign online giants which continue to send billions of dollars of advertising revenue directly offshore.

    “This is putting us at a major competitive disadvantage and threatening the future of free-
    to-air broadcasting and, in particular, the Australian content ecosystem,” he said

    Fair point, however if fta stations had not treated their viewers with such contempt for so long, maybe the global players impact would have been a little less. Lousy programming decisions combined with many garbage offerings and a complete lack of foresight means they only have themselves to blame. Folk on this site have been warning of this situation for years…

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