Nine reveals strategy for Australian Open

Josh McDonnell
By Josh McDonnell | 9 August 2018

Nine has unveiled its plans for the 2019 Australian Open, focusing around a new 'cross-pillar' strategy on its news, sport, lifestyle and entertainment assets.

The plan, revealed at Tennis Australia’s First Serve event in Melbourne, highlighted how Tennis Australia would work with Nine to continue to expand the Australian Open into a broader community event.

The five 'pillars' as part of the strategy include the Today morning breakfast show broadcasting live from Melbourne for the entire event.

The Wide World of Sports studio will also be set up at the venue, while 9Honey will become a dedicated destination for the Australian Open with 'Summer Serve', celebrating the very best of summer through story-led content.

“The Australian Open is the greatest aggregator of eyeballs on consecutive nights in Australian television – bar none,” Nine director of sport Tom Malone says.

“But in 2019 we are going to do something different. We are going to bring not just the world-class on-court action, but the amazing atmosphere and excitement of the event itself into every Australian home."

Complementing the main channel’s event-style coverage, 9Now will be the "gateway for fans to watch the tennis anywhere and at anytime".

Nine also unveiled its new commentary team headed up by Grand Slam legend and superstar John McEnroe. Joining him for analysis will be tennis and commentary legend, Jim Courier.

Todd Woodbridge, Alicia Molik, Jelena Dokic, Sam Groth and Dylan Alcott also join McEnroe and Courier on the new team.

A line-up featuring Rebecca Maddern, James Bracey and Tony Jones will host Nine’s new-look tennis coverage.

In terms of the broadcast, Nine's Wide World of Sports will be pursuing a “Best Seat in the House” strategy, which will be a culmination of all of the broadcaster's assets, digital and linear, aimed at bringing millions of Australians all the tennis action on and off the court. 

Over the summer of tennis, Nine is also pursuing a multi-platform strategy using Channel Nine, its multi-channels and 9Now to ensure Australians get a total TV experience.

“When Nine secured the tennis rights we promised a true cross-platform strategy, and together Nine and us will do that by relentlessly pursuing a ‘Best Seat in the House’ strategy,” Malone says.

“Nine’s coverage of the Australian Open will showcase the best and the biggest matches through our various pillars and we can’t wait to bring that storytelling and Nine sizzle to the Australian Open – a celebration of food, music and kids.”

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus