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Media Intelligence : 2009 - 2010
free to air TV Switching to digital a massive undertaking Vance Lothringer Chief Network Sales Offi cer, Network Ten How is Free to Air adapting to the challenge of new technologies? Television is a constantly evolving medium – with the quality of broadcasting continually improving and viewing experiences constantly getting better. At the moment, Free To Air networks are focusing on preparing for their digital multi-channels. Network Ten has taken the lead in this area, starting with our decision back in 2005 to invest in fully digitising our broadcast architecture. This means we are able to capture, store and manage our content in a world-class digital management system. We also took a huge step in 2007 when we launched TEN-HD, exercising the platform we’d built and in the process, educating our stakeholders on the value of high defi nition digital broadcasting. This groundwork helped pave the way for Network Ten to launch a new digital channel ONE-HD which is available on channel 1 and repointed in standard defi nition on channel 12. The other technology that impacts the Free To Air market is the explosion of the internet as an entertainment medium. Network Ten launched its digital media unit at the end of 2006 and, since then, online and mobile formats have become an integral part of Network Ten’s offering to viewers and clients. The starting point for all our Digital Media is great television content. Viewers go online to extend their viewing experience. Our Digital Media Production team works closely with key sponsors and the show’s production team to leverage online opportunities, resulting in exclusive footage that fans can’t get anywhere else. … And what about the transfer to digital? Preparing for the switch-off of the analogue signal in 2013 is a key issue for the industry. The switch from analogue to digital is a massive undertaking which involves government, broadcasters, manufacturers, retailers and viewers. In addition to leading the digital revolution with our digital content, Network Ten is playing an educational role in this process. We’re including on-air segments explaining the world of digital TV to audiences, we’re participating in the government’s switch- over initiatives and we’re part of the industry marketing platform, Freeview. How has advertising been impacted by the GFC? In the current global economic climate, the market remains short. Now, more than ever, the challenge is for advertisers to get real value for their spend by directing their advertising dollars closely to their target markets. Network Ten helps clients maximise the advantage of television by offering targeted advertising opportunities in the infl uential under-50s demographic. By doing so we offer clients greater effi ciency and less wastage of their advertising dollars. We offer clients a range of ways to leverage their brands, from placement of commercials in programs with a specifi c demographic appeal for clients, to sponsorships of major franchises, which can include integration opportunities through television, online and mobile formats. With ONE, our digital multi-channel, we’ve opted for a reduced minutage, high integration advertising model which is particularly suited to sport. A number of advertisers like Panasonic and Harvey Norman have taken the opportunity to fi rmly entrench their brand position at the forefront of the digital revolution by coming on board early as foundation sponsors for ONE-HD. mediabi net The networking, search and information site for the advertising, media and marketing industries Z Kate was looking for a TV network and a radio station covering the NSW North Coast and Sydney to reach a key market for her client. mediabiznet.com.au helped her. comprehensive contact details with links to advertising rates, websites and more for more details call 02 9327 3876 • www.mediabiznet.com.au MEDIA Trends + Strategy 20 p16-17,19_freeToAirTV.indd 19 p16-17,19_freeToAirTV.indd 19 3/7/09 11:52:54 AM 3/7/09 11:52:54 AM .com.au
MT Resource 2010