No concerns of viewer cannibalisation as Ten launches All Access

Josh McDonnell
By Josh McDonnell | 5 November 2018
Ten's Rod Prosser, Beverley McGarvey and Paul Anderson.

Network 10 has stated it has no concerns that the launch of its new streaming service All Access will "cannibalise" viewership across its linear channels or its catch-up platform, 10Play.

At its annual Upfronts event last week, Ten CEO Paul Anderson told AdNews that the platforms feed directly into its new strategy focusing on how it effectively distributes and monetises all its content across the different ecosystems - 10Play, 10Daily, All Access and its linear channels.

Ten chief content officer Beverley McGarvey agreed, adding that the network was now focused on cornering key demographics, particularly ages 16-39, while also providing multiple touchpoints for viewers to engage with Ten content.

See: Ten reveals launch details for All Access streaming platform

"Audiences consume things in different ways and people who choose to consume something behind the paywall and HD are not necessarily the same sort of people who will watch free-to-air on a linear broadcast a few months later," McGarvey said.

"They're different types of people with changing viewing habits and that's something we need to focus on capturing.

"The important thing for us is that we're getting content in front of people in a way they want to consume it and it's just obvious that it will add to our audiences because we're offering a different type of service."

Anderson said this is a sign that the network will no longer focus solely on the overnight ratings, adding that there are now multiple figures that advertisers will have to account for when working with Ten.

He said this strategy is not limited to long-form content, with the network's recently launched news and lifestyle platform 10Daily, firmly part of the plan, as it relies heavily on short-form content.

"For us, it's about trying to give both viewers and advertisers the best bang for your buck and you can do that first on All Access and then run it on our other channels or even on catch-up," he said.

"What we will have now is an ecosystem where we'll have our linear channels, we have long-form catch up with 10Play, short-form in 10 Daily and now the ad-free option with All Access. It will be the sum of those parts that are going to be most important."

See: 'Back, different and ready to go', Ten ushers in new era of ad sales

Despite Ten stating that the network would house varied content across both streaming platforms, the network confirmed that there may be instances where the same content could appear across the two, such as newer seasons of The Bachelor and Bachelorette being on both catch-up TV and All Access.

McGarvey said  there are no concerns of this impacting the interaction with either platform, with All Access appealing to a completely separate customer than the 'typical' Ten viewers.

"In the All Access environment there will be the type of audience in there that normally don't watch us and if they go there and experience The Bachelor, the next time we launch a new series, they may come to the broadcast, they may come to 10Play as well," she said.

"It's really about having the content sampled in front of all different types of audiences and also utilising the content in the right place at the right time.

"Curating the content and ensuring that we get the windowing right is something that's really critical and servicing all of those things like 10Play, All Access, 10Daily and the linear broadcast is the future - it's more about curation than scheduling."

SeeUpfronts: Media bosses weigh in on 'sleeping giant' Ten, call for 'Pilot Month'

Ten says there are no initial plans to integrate All Access and 10Play, with both being kept as separate platforms with their own sign-in strategies, however, Ten will feed the data generated from All Access to support 10Play's addressable solution.

The network will also use each platform to promote the other, with 10Play being able to suggest relevant content on All Access and visa versa.

"They will be adjacent to each other and it will be a simple crossover strategy," McGarvey said.

"If you're a 10Play consumer and you see an episode of something and want to watch another that's in All Access - and this is how it works in the US - it will push you across and make it easy for you to login." 

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