It’s a question I raise given a media article today suggests 10 has contradicted itself over whether the multichannel rebrand was gender-skewed channels or demographic-skewing.
The stoush with (former) Fairfax Media-owned AFR Boss magazine has thrown light on it all.
An Age article claims a high-level Network 10 executive claimed a relaunched multichannel was “male-skewed” last year.
10’s general counsel Stuart Thomas told Fairfax senior legal counsel Linda Gough the channel was a “sports orientated programming, predominantly male skewed and generally light entertainment” that would not have a focus on business content.
This apparently contradicts 10’s chief content officer Beverley McGarvey said 10 Peach would target 16-to-39-year-olds while 10 Boss was aimed at “women and men over 40”.
In the end 10 Boss was renamed as 10 Bold.
Yes it’s a problem if top-level TV folk are contradicting one another. Yes it’s a problem if you name a channel Boss and it is male skewing (it implies females are not bosses too).
But as the annual Multichannel Survey reminds us, there are already channels that are gender skewing without the sky falling in.
7Mate caters for “all male viewers” with live sport, comedy, animation, movies, and real life factual programs. 9Life targets Women 18-54 with lifestyle and reality television content.
If 10 want male and female-skewing channels the market will soon tell them if there is room. Surely a bigger question is when will they get a third multichannel? That’s impacting on shares.
Right now 10 Bold seems to be doing quite well regardless of its name. It’s the main channel that is the big concern. And the better story.