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Media Intelligence : 2008 Intelligence
free to air TV Seven Network – Defining the times Forging deeper relationships and creating content. James Warburton, Chief sales and digital officer – Seven Media Group talks to MT+S. number of platforms and push eyeballs online, or do things in magazines. Often we are taking a television property – and in many cases it is a TV led idea – and actually pushing it through and taking that TV experience through to the other media. On the other side of the coin, there have been some things that have been more online or magazine led. In the case of Mums and Bubs, it was effectively the Huggies domain, which created content that led through to a television show. Coca Cola Live and Local saw Yahoo! come up with the concept and we were just the supporters of a much larger online place. It is a very diverse period in time where I think we are getting traction in the market for operating truly as a group. Shortly it will play out further with our extensions into things like TiVo. How has the launch of the new 7HD been received? What we are looking for is a number of partners to come on board. Our offering to market is not just about selling 30-second spots, it is about having partnerships and much more about content creation and looking at a much deeper relationship with HD watchers. It is quite a robust plan. What does the HD technology offer to advertisers? The ability to do dramatically more with a commercial break. They will have more of a sense of ownership across the channel and with a lot less clutter. With the changes in cross media ownership laws, there has been a lot of demand for cross-platform deals. How is Seven capitalising on this? We have very quickly come together cohesively as a group. A while ago we announced the Seven Media Group Connections which really just formalised the way we had been working together across our assets. The addition of Yahoo!7 was probably the catalyst that excited the market towards where we are going now. What you will find is that we now have the ability to engage quite deeply across a 36 MEDIA Trends + Strategy What will the launch of TiVo mean for advertisers? Ad avoidance has been in the marketplace for a long period of time. It’s not like TiVo comes into the marketplace and ad avoidance is there. That is the first thing that people need to understand. Ultimately, it comes back to the fact that people with TiVo actually watch more television. They do watch a lot of time-shifted television, but they watch it within three days, and they often record many more programs. There are ad awareness studies that show, even in fast forward mode, that if the ads have been seen there is actually a greater level of association and engagement, because people are closely watching. TiVo actually has a number of deeper advertising opportunities. When you fast forward through a break, potentially, there is the ability for clients to actually buy that banner and to put an offer up. It is a much more interactive and full experience. What do media buyer/planners need to know going forward? Certainly, the biggest things are going to be the rollout of TiVo and the HD opportunities, together with a number of deeply layered Connections packages. We will continually come up with innovations. That is what we are about.