Paramount Australia & New Zealand

Television Ten Network
2098

James Boyce is 10’s new head of government and regulatory affairs

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Network 10 has appointed James Boyce as its head of government and regulatory affairs. In this role, James will lead 10’s government and regulatory affairs team, reporting to Network 10’s chief operating officer Annabelle Herd. James joins the company on 12 August.

Annabelle said: “James knows politics and policy, and is a highly experienced communicator. He also knows 10 and has an obvious passion for TV, media, and great Australian content. In our fast moving and highly disrupted industry there are a lot of throwback rules and regulations that impact our business. James is the perfect person to represent 10 in those debates in Canberra, with our regulators, and across the industry.”

James re-joins the company after leaving the 10 newsroom in 2011 to take up a variety of senior public affairs and government advisory roles starting with four years as senior press secretary to Prime Minister Tony Abbott MP.

He spent nine years as a broadcast journalist covering national affairs and politics, five of those years at Network 10.

He is currently head of communications and public affairs at Johnson & Johnson Medical, a role he has been in for the past 18 months. Prior to Johnson & Johnson Medical, James was the director of government relations and communications at Medicines Australia.

James said: “I’m super excited to be re-joining the 10 family! Free-to-air TV plays such an important role in entertaining us, informing us and reflecting our Aussie culture. You just don’t get that on any other platform and I can’t wait to be its number one cheerleader around the halls of Canberra.”

2099

10 reveals the power of brand integration

Integrating a brand into the content of a television program has a significant impact on consumers’ intention to purchase the brand, according to a new research study released today by Network 10.

The study, which was conducted by Marketing Scientist Group, also found that consumers’ recall of a brand increased when the brand was integrated in a program and featured in a “regular” commercial during the program.

Network 10’s chief sales officer Rod Prosser said: “We all know that free-to-air television is a compelling, mass-reaching medium and what the research told us was how to effectively use the medium to make sure your campaigns are highly effective.

“It’s clear that brand integrations within television shows work and that the combination of integrations and standard commercials has a significant influence on consumers.”

Key findings from the research included:

  • Brand integration works. Purchase intent increased 21 per cent when a brand was integrated into a program and increased further when it was the main focus of the program’s content (a 46% increase).

  • Brand integration and “regular” ads are a powerful combination: The average recall of a brand is 29 per cent higher when it is integrated into a program and appears in a standard commercial during the program.

  • The more viewers like a program, the greater the ad impact. For viewers who said they liked a program, purchase intent was 54 per cent higher for brands advertised in the program, compared to those who were neutral or disliked the television content. Liking a program also correlated to higher attention to the content and to the commercial breaks.

  • The more frequently a viewer watches a program, the bigger the ad impact. Purchase intent for advertised brands was 10 per cent higher, on average, among those viewers who claimed to be regular viewers of the program and even higher (14 per cent) for those who claimed to “never miss an episode”.

  • Programs with strong positive emotions attracted higher attention to the content and advertising. Programs that attracted positive emotions such as “exhilarating”, “inspirational” and “hilarious” had claimed attention scores that were 15 per cent higher during the commercial breaks compared with the average.

  • Programs with high levels of social media engagement and talkability produce bigger ad impacts. When respondents were more likely to talk about program or follow it on social media, they also gave higher ad likeability and purchase intent scores for the surrounding advertising.

Mr Prosser said: “The research tells us that positive show engagement is key when it comes to ad impact.

“The more a viewer likes and engages with a program, the more likely they are to recall or purchase brands featured in or around it. This is great news for 10. We know that our programs perform very well in under 50s and we know that our under 50s audience is highly engaged with our content. The winners, therefore, are our brand partners.”

About the survey

The research was conducted by Marketing Scientist Group with 1,216 Australians aged 18 to 69 across the five mainland capital cities. It included a survey of claimed program viewing and engagement across 36 popular programs on commercial free-to-air television, as well as a television viewing “experience”, in which respondents were exposed to a television show with advertising and brand integrations to understand the impact on the brand.

2100

Rex Validakis-Betar joins Network 10 as group strategy manager

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Network 10 has appointed Rex Validakis-Betar as its new group strategy manager, reporting to chief operating officer Annabelle Herd.

In his new role, Rex is responsible for helping shape and evolve Network 10’s strategy, working closely with the executive leadership and teams across the business.

Annabelle said: “Rex is passionate about solving the big problems, innovating constantly and helping 10 succeed in a rapidly-changing media world so I am very happy he has decided to take this role.

“We launched our Rocket Strategy in 2018 with the goal of connecting our platforms, connecting with our audiences, reconnecting with our clients, and refreshing the way we work together.

“Our multi-platform strategy is delivering great results, with strong growth from 10 Play and 10 Daily this year and the launch of 10 All Access and 10 Speaks over the past seven months. Rex will ensure that we keep hitting our strategic goals,” she said.

Rex said: “I’m thrilled to be joining at an exciting time for Network 10 and television globally. With a great line-up of content for the rest of 2019 and into 2020, the launch of addressable advertising, the Rugby World Cup around the corner and the early success of our new platforms, the future looks bright.”

Network 10 continues to invest in digital sales

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Network 10 is continuing to invest in digital sales with the promotion of James Carr to digital commercial director.

Currently 10’s head of revenue and analytics, James will start his new role on 1 August reporting to 10’s digital sales director Sophie Hicks Lloyd.

As digital commercial director, James will lead 10’s drive to generate non-traditional and new revenue streams for its digital assets through partnerships and integrated commercial activities. He will also be responsible for all elements of 10’s digital sales operations, reporting and revenue generating partnerships.

Sophie said: “Our digital assets have some serious momentum in market. 10 Play’s website has just refreshed, 10 Daily is continuing to break audience records, 10 Speaks is rolling out fresh, engaging content and we’re now live with our data segments.

“With our digital audiences growing at a remarkable rate, James’ appointment adds important experience and skill to the team as we look to take advantage of a huge number of digital commercial opportunities in market.”

James has 30 years sales experience in Australia and the U.K., including 20 years in advertising sales roles at News Corp Australia, The Daily Mail and Clear Channel International.

As head of revenue and analytics at 10, James was responsible for pricing inventory and yield management for the company. He joined 10 after two and half years at Fairfax Media (now Nine Entertainment Co.) where he was pricing and inventory director.

James said: “We’re doing so many amazing things across our digital assets at 10, from digital exclusive content on 10 Play to new content on 10 Speaks as well as significant investments in our data capabilities.

“There’s a lot of potential to elevate our digital commercial proposition in market and I’m excited to join Sophie in the digital sales team to unpack these opportunities and drive revenue across our digital portfolio.”

2101
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2102

10 sales ad on Mediaweek for upcoming programming.

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2104

Oh god - look at the aspect ratio! sarcasm

2105

Network 10 will have a new parent company ViacomCBS Inc.

This little guy snuck his way onto the press release
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2106

Ten is in desperate need of another multichannel in order to compete on a more equal footing with Seven and Nine. It wouldn’t be a bad idea to include Paramount Network in Ten’s suite of channels now that Viacom and CBS have joined forces. Include some of the reality and mixed martial arts programming that is popular on the US version of the channel and Ten could again make themselves the free to air destination for young viewers they once were. The channel has been established in some European countries over the past couple of years with Channel Five operating it in the UK.

Wouldn’t it be great if the inclusion of that old logo in the media release wasn’t a mistake?

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2107

Barely got any decent content on 10 Peach and 10 Bold and on Ten’s main channel. They need to focus on something else more than a new channel. Develop new programs. The days of creating new multi channels are over… :slight_smile:

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2108

I’m sure the guys and gals at Seven are working on something right now :wink:

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2109

they’ve agreed to it, but they haven’t joined forces yet… it still has many hurdles to accomplish.

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2110

Deadline speculating about Network 10 and 10 All Access after the CBS-Viacom merger.

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2111

Network 10 and Facebook

Network 10 and Facebook today announced a content partnership that will see 10 expand its already strong presence on the social media platform.

The partnership includes the creation of exclusive and original social content for hit 10 shows including The Bachelor Australia , The Bachelorette Australia , Bachelor In Paradise , The Living Room , I’m A Celebrity…Get Me Out Of Here! , The Loop and more.

Network 10’s chief content officer Beverley McGarvey said the new agreement followed the success of recent exclusive Facebook content the network had created, including the Dancing With The Stars companion series The Dance Beat and the I’m A Celebrity…Get Me Out Of Here! extension show Edge Of The Jungle .

“Our entertainment brands are already the most popular and noisiest shows on social media and this new partnership will ensure their presence and impact will increase.

“Our aim is to bring exclusive content – including behind-the-scenes footage, recaps, interviews and much more – to Facebook audiences, leveraging the great content and talent we have on 10. The new content will compliment and amplify our broadcast platforms and our rapidly-growing digital platforms including 10 Play and 10 Daily,” she said.

Current Facebook content series in production include The Bachelor Australia’s Bachelor Unpacked , The Living Room’s The Living Room Extra and The Loop’s Unlooped .

Facebook Australia & New Zealand managing director William Easton said: “Network 10 has long been innovators in the production of original companion content on Facebook, and we are excited that our partnership will enable this to go from strength to strength.

“We built Facebook Watch on the notion that watching videos can help you connect more deeply with people and to connect with people around the videos you love. 10’s episodic highlights allows fans on Facebook to catch up on those watercooler moments from their favourite TV shows as well those who want something deeper, to connect to longer and exclusive companion content.”

Network 10’s head of social content Kirsty Wilson said: “Audiences today are able to access and enjoy television from many platforms, choosing whatever medium suits them best, across their day.

“Facebook remains a core social platform where TV content is discovered, consumed and shared, and this partnership will allow us to deliver more exclusive social video to our viewers across the most popular entertainment franchises.”

This partnership follows the announcement of a News content partnership between the two companies.

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2112

That is great news and means Bachelor in Paradise will be back next year.

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2113

I noticed that too, hopefully they have a better content and scheduling strategy for the first half of the year.

2114

With the announcement of a new Darwin bulletin for 10 today, I wonder if they will finally upgrade the channel to High Definition in that market?

2115

But that’s SCA/NEC’s problem

2116

Yes, unless 10 Corporate steps in to enforce it or they lose the rights.

2117

What?

If they wanted to enforce HD they would have it in their contract. But Ten HQ is likely not to give a rats if an affiliate in Darwin is HD or not. It’s not Ten’s problem.

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2118

No official announcement from 10 as yet, just this:

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