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Media Intelligence : Media Trends+Strategy 2012
34 MEDIA Trends + Strategy free to air TV MEDIA Trends + Strategy 35 Quality content in all formats How has Free tV changed to keep pace with technology and consumers? New digital multi channels: all networks building and developing their online presence, with catch up TV, and also increasingly delivering apps, both for mobile phones and tablets. For instance, Nine has Fix-Play and Seven has Plus7; they are all playing in that space, and have their News and apps, which have proven very successful. All networks are using Facebook and Twitter, encouraging viewers to engage with social media. And the great thing is, people love to talk about television! What have been the major challenges in the current climate? Increasing competition from other services that are not as regulated as we are. The main challenges are holding our audience, even playing field in a regulatory sense. From our perspective, the industry is just getting on with the job, engaging our audience and advertisers directly. What do media buyers and planners need to know about Free tV? A key part of our business for the past decade has been to take the programming – quality Australian content – and make it available in all formats for viewers. Free TV is the home of great Australian content, hands down. As far as programming goes, two of the three networks have already launched their program line-ups for 2012. And that is one of the things the media planners and buyers need to know – the battle for eyeballs, time and attention, and advertisers has never been as intense. What are the trends in tV? According to Oztam the take-up figures for households with PVR [personal video recorders] are 42%. Having a PVR, whether that’s Tivo or Foxtel iQ, means people watch more TV. The major things people are talking about here and overseas is connected TV, such as Samsung’s Smart TVs. It’s TV that brings you over the air and Internet connection – offering more of a choice. 3D will be there but we’re looking at connected TV at the moment. What is clear is that people want to watch TV – when, where and what they want – over more than one platform. Content is still king. There’s a real mix – the reality, ‘peep-hole’ programs, drama across the networks and overseas programming (however) 70% of our investment is in local content. What developments can we expect in the year ahead? 2012 will be a very big year! Next year is an Olympic year, there will be a new contract for Australian AFL and probably a new deal for the NRL as well. We expect to see new local dramas launched, and of course the other big thing for the industry is that the government will be selling off almost half of the broadcasting UHF band by end of the year – 126 Mhz. The rest of the UHF spectrum will most likely be sold off to the telcos for their 4G or LTE to deliver video and TV-like content to mobile phones. Another major event is the Government’s final Convergence Review is likely in March 2012, so we expect their response and changes to be announced mid-year. In our submission, we sought a permanent reduction in licence fees to allow us to compete in this highly competitive market. Julie Flynn Chief Executive Officer Free TV For information on your sector go to www.mediabiznet.com.au TV to complement smart devices What are your main challenges in planning advertising strategies and choice of medium in this new age of media? Today’s consumer is a digital native, or related to one. The explosion of communications channels and the pace of change around use of those channels are certainly keeping the modern marketer on their toes. It is no longer enough to book some taxi backs – or in the case of TV stations, to create some 30 second spots to throw around the schedule and hey presto, an audience. Today, we plan upwards of six or eight different communications channels for every single promotion. This is increasing the time and complexity for my internal team, as well as our agency partners. It is also critical to have the best, most current, information about the channels, their impact and use. The only way to do this is to hire young people who have the energy and enthusiasm to keep seeking out the new! Our agency partner Razor is fantastic at keeping us across new trends as well. How are you integrating the variety of digital offerings into cross-media platform initiatives? The question would be better phrased as ‘how are we not’! SBS’s DNA is a cross-platform media organisation. We have content available on telly, radio, at .com at m.com, on apps, on DVD, on Twitter, on Facebook, magazines, books and more. Often the same content initiative available differently on all those platforms (like our recent hit Go Back to Where You Came From which was a huge hit on TV, trended number one on Twitter, set records for catch up downloads, and is now available on DVD). Digital plays an ever increasing role in our communications through SEO, SEM, blogs, PR and social media. Where do you envisage the positioning of the agency in the media buying and planning mix in the next three to five years? Life for agencies seems to be getting more and more complicated. As the wider world becomes more automated, agencies are bucking the trend and having to give more hands-on attention to the mechanics of buying burgeoning and complex new channels. I guess they are just going to have to hire more young people! What is the “next big thing” to impact on media which could change the nature of the game? Mobile web access. Already studies show that rich media devices have changed the game. In a recent US study, findings included: iPad users spend most of their time with the device in front of the TV; 87 per cent of tablet users access online content (the dominant activity for this device); peak time for tablet use is between 7pm-9pm, which is TV’s peak time; and 86 per cent of mobile internet users watch TV with their mobile devices. I can see a near future where the TV and smart devices are used in complement much more; and a longer-term future where TVs will gather dust. Jacquie Riddell Director of Marketing SBS p32-35_freeToAir.indd 35 30/11/11 7:26:31 PM
MT Resource Guide 2011
MT Resource Guide 2012