Australia's five major content creation companies have formed the Premium Content Alliance.
Founding stakeholders: Foxtel Group, Foxtel Media, Network 10, News Corp Australia, Nine, Seven West Media.
The purpose: Inform and inspire advertisers and agencies about the true value premium media delivers to their business.
Work: The alliance will commission research proving the value of professionally produced content and its ability to deliver positive outcomes for brands and business.
The Premium Content Alliance is the majority shareholder for three industry-focused organisations: ThinkTV, ThinkPremiumDigital and ThinkNewsBrands.
Here's what the three are designed for:
ThinkTV
ThinkTV will continue its work with world-leading academics to conduct best-in-class research showcasing the power and effectiveness of TV to deliver business outcomes. The current CEO, Kim Portrate, will become chief executive of the alliance.
ThinkPremiumDigital
Highlighting the unique benefits of advertising in premium video and display environments, ThinkPremiumDigital will demonstrate the power and effectiveness of advertising in premium digital content to help advertisers grow their brands and deliver business results.
ThinkNewsBrands
Existing industry body NewsMediaWorks will become ThinkNewsBrands. ThinkNewsBrands will produce independent research to prove the power and effectiveness of advertising in premium news environments demonstrating the impact truth and trust have on consumer attention and how aligning with these attributes delivers business outcomes for advertisers and agencies.
Peter Miller, NewsMediaWorks CEO, will join the Premium Content Alliance in a senior strategy role.
“This is a great development," he says. "I’m excited to collaborate with Kim to energise the ad market’s focus on the potent value proposition of premium in any channel.”
The Readership Works (emma) will continue to function under the ownership of ThinkNewsBrands.
Board Directors:
The Premium Content Alliance:
● Patrick Delany, CEO, Foxtel Group
● Paul Anderson, CEO, Network 10 and Executive Vice President ViacomCBS Networks Australia & NZ
● Rod Prosser, Chief Sales Officer, Network 10 and ViacomCBS Networks Australia & NZ
● Michael Miller, Executive Chairman, News Corp Australasia (Inaugural Chair)
● Damian Eales, Chief Operating Officer – Publishing, News Corp Australia
● Hugh Marks, CEO, Nine
● Michael Stephenson, Chief Sales Officer, Nine
● James Warburton, CEO, Seven West Media
● Kurt Burnette, Chief Revenue Officer, Seven West Media
ThinkTV:
● Mark Frain, CEO, Foxtel Media (Chair)
● Rod Prosser, Chief Sales Officer, Network 10 and ViacomCBS Networks Australia & NZ
● Richard Hunwick, Director of Sales – Television, Nine
● Kurt Burnette, Chief Revenue Officer, Seven West Media
ThinkNewsBrands:
● Damian Eales, Chief Operating Officer – Publishing, News Corp Australia
● Chris Janz, Managing Director – Publishing, Nine (Inaugural Chair)
● Nathan Cave, Chief Advertising Officer, Seven West Media
ThinkPremiumDigital:
● Nev Hasan, Director, Advanced Advertising, Foxtel Media
● Sophie Hicks-Lloyd, Digital Sales Director, Network 10
● Neil Robinson, Managing Director – Digital, News Corp Australia
● Nick Young, Director of Sales – Digital, Nine
● Gereurd Roberts, Chief Digital Officer, Seven West Media (Inaugural Chair)
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