Former Seven sales boss James Warburton has hit the ground running at Ten with key leadership appointments and sweeping changes to its news and programming line-ups. AdNews asked four industry experts if the early changes would woo advertisers.
MEC chief executive Peter Vogel:
As a viewer and a father, I think Warburton’s early changes are great.
Bringing forward Ten’s premieres is the best thing he has done. I still can’t believe how the free-to-air networks subject us to re-runs for eight weeks over the summer ‘non-ratings’ period. Earlier premieres finally gives us something decent to watch.
Going early will allow Ten to capture viewership and potentially develop some viewer loyalty to these programs.
Shortening the news coverage by half an hour also allows Ten’s key family programming (The Biggest Loser, MasterChef) to start at 7pm versus 7:30pm. This means that my daughter can watch this family hour and still get to bed by her 8pm curfew.
However, all this being said, it’s ratings that woo advertisers, not changes, schedules or people. So it’s a fairly simple equation; if Warburton’s changes attract more viewers, then advertisers will follow – and if not, they won’t.
We will have still wait a while for a more definitive outcome to his changes. However, looking at Sunday’s ratings, it would seem that ‘Super Sunday’ did work for Ten.
Commonwealth Bank chief marketing officer Andy Lark:
The focus on building the vibrancy of the Ten brand amongst consumers is the right move, as with it comes viewers and then advertisers.
James looks to be making the necessary key talent and programming moves. All of this is creating momentum and establishing ‘talkability’. Now the strategy needs time to play out over the coming year.
Ten’s ‘SoLoMo’ strategy will be paramount to the success of these early changes. The social, local and mobile era affords incredible opportunities to broadcasters and the more the strategy embraces them, the more revenue opportunity there will be.
It’s clear that the challenge has been laid by Ten towards Seven and Nine in the launch of ‘Super Sundays’. Starting the week with a very competitive line-up will see Ten play the ‘win Sunday night and the week will follow’ game. It’s strong, competitive and worlds away from the historic nature of Ten’s line-ups.
What the network needs is a long-term commitment to these changes and it looks like James will deliver that commitment and focus on execution.
Ikon Communications national chief executive Dan Johns:
Yes. Ten has strengthened its leadership team with the appointment of [chief sales officer] Mike Morrison. This, along with [network sales manager] Kylie Rogers and the newly formed but very impressive Connect team, provides a very client savvy structure from which to take on 2012.
The programming changes all come across as very sensible decisions. Putting The Biggest Loser at 7pm right up against [Nine’s] Excess Baggage could prove a great move and indicates the way things are likely to work with James - on the front foot.
The big commitment to Sunday nights (New Girl, Homeland, Modern Family) will put pressure on the rest of the week to deliver. These changes won’t just be good for Ten but good for TV as whole. All three networks now have strong line-ups for 2012. Ultimately, consumers are left with a great choice of programs which can only be good news for advertisers.
Renault Australia marketing director Chris Brown:
Isn’t the number one rule to always go with the talent?
While the task ahead for James Warburton and Lachlan Murdoch may seem daunting, they certainly have the proven experience to not only rescue Ten but, I suspect, ultimately drive change that will influence the broader television market.
Apart from being likeable, inherent in their make-up is a true understanding of commercial partnerships.
Add to this new ideas, a high tolerance of risk and confidence, and Ten will be an inspiring place to work and work with. Sure, the early changes may not make the ultimate plan clear but growing Ten is a marathon and a sprint. The short-term tactical moves we currently see are just the tip of the iceberg. I would go with the talent, the result will come.
This article first appeared in the January 27 edition of AdNews. Click here to subscribe for more news, features and opinion.
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