While Free to Air networks are frantically chasing younger viewers and grocery buyers, they are ignoring viewers aged 55+, according to Foxtel Director of Television Brian Walsh.
“There is great opportunity in super-serving senior Australians, because Free to Air networks are abandoning that demographic in a big way,” he told the Australian International Documentary Conference earlier this week.
“That’s fine, that’s their commercial decision. Even the ABC is quite controversially abandoning some of its commitment to senior Australians.
“So we see that as a great opportunity for us. We will be investing a lot more heavily in that demographic gong forward.”
Last week ABC announced the end for The Doctor Blake Mysteries, still its highest-rated local drama.
While Foxtel is less dependent on advertising for its revenue, it can devote more programming to subscribers young and old. Three years ago Walsh threw a lifeline to the axed A Place to Call Home, now one of its most successful dramas.
“A Place to Call Home was an example of where the Seven Network dropped the show because it was skewing too old for advertisers,” Walsh continued.
“In my world we don’t care how old the eyeballs are, as they are valuable customers.”