by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : 2008 Intelligence
free to air TV Free TV always in the picture RhondaBrown, marketing director of FreeTV Australia, explains why free to air television maintains its place in the big media picture. How is Free to Air TV adapting to changing media consumption habits, and new technologies such as time shifting, PVR and internet television? There have been lots of new and exciting developments within the Free TV landscape over the last 12 months. New technologies are giving Australian television viewers more options to view and engage with their favourite programming than ever before. Online video content has really taken off with massive increases in the amount of video being viewed in addition to the primary screening of the show. Video streaming and downloads of TV content are available on the network associated websites; Ninemsn, Yahoo!7 and ten.com.au. The most popular shows have their own dedicated sites with content such as behind-the-scenes footage, sneak previews and program highlights, in-depth information, competitions, live streaming, chat-rooms and a range of other interactive features. The mobile platform is also allowing viewers to engage with their favourite programming content outside of the home. Another big development has been the launch of Free TV’s new HD channels. The channels will no doubt increase the ‘opportunity to view’with a range of new and time-shifted programs on Australian screens, and all in full high definition picture and sound. On the programming front, the shortening of the screening window for popular Free TV shows imported from America, has been winning over audiences. Top ratings programs are now hitting Australian screens sooner; often within days of their US premiere. Other Free TV developments include the move by commercial broadcasters into the PVR space and the development of an industry Electronic Program Guide (EPG). What does the ongoing consolidation in the industry, combined with cross media ownership mean for advertisers? The new world of media has meant that marketing departments are taking a more strategic and holistic approach to advertising, and the TV networks have been very much part of the changing landscape. What you are seeing is marketers looking for approaches that can leverage a TV buy across other properties within the broadcaster’s stable. To reflect this, Seven last year launched Seven Media Group Connections, which formalised the management of its integrated marketing solutions across television, magazines and online. Similarly at Nine, there’s the PBL Integrated Sales team, while Ten has a history of working with non-aligned partners as well as Eyecorp in its own stable. Advertisers are now working more closely with the networks to achieve their broader communication goals. What do media buyer/planners need to know about FreeTV going forward? Despite the proliferation of other entertainment options, Free TV continues to deliver results for advertisers. The commercial television broadcasters are committed, now and into the future, to creating and marketing programs that millions of Australians want to watch, while building partnerships with advertisers who want to connect with those viewers. 34 MEDIA Trends + Strategy