Ten's All Access rolls out ad-free positioning with major digital push

Josh McDonnell
By Josh McDonnell | 5 December 2018

Network Ten has ramped up its digital marketing strategy for new subscription video on demand service (SVOD) 10 All Access, which officially launched yesterday.

Rolling out across social platforms, with a strong presence on Facebook and Instagram, the strategy is focused heavily on an "ad-free" model, with one common tagline reading "free from ads, free for a month".

The ad-free model puts Ten in close competition with Nine's, now fully-owned, streaming platform Stan. However, the key difference between the two remains content, with Stan having a deeper, more varied movies and TV library.

The network has invested in digital channels, with the obvious intention of targeting the 16-35-year-old age demographic.

However, AdNews understands that the strategy will extend past social to include its owned assets, such as on 10Daily and 10Play, with a light broadcast approach being taken before the network ramps up efforts in the new year.

10 All access insta10 All Access on Instagram

The service, which had long been a part of Ten's agenda since news of its arrival was announced this year, has been a key area of interest for media agencies this year.

Early questions around the service were centred on whether or not the platform would be integrated with its existing broadcast video on demand (BVOD) platform 10Play.

Buyers were split on the issue at this year's upfronts, with some agency leaders praising the decision, adding that it gave Ten a completely different data set, while others indicated that it would only be a matter of time before the two were merged.

For $9.99 a month plus a month free for new subscribers, 10 All Access will offer exclusive original series, current and previous seasons of select CBS and Ten shows, classic TV shows, as well as the ability to live stream CBS News’ 24/7 streaming news service, CBSN.

The 10 All Access platform is a localised version of the CBS All Access platform, which has a higher price tag of US$9.99 in the states. It also offers users a "limited commercials" package for US$5.99, with ads inserted at the same points as a linear broadcast.

AdNews understands that while there are no immediate plans to engage advertisers through a similar advertising method, the network will explore how membership data obtained through All Access can support clients in the broader Ten ecosystem.

“10 All Access gives us a fantastic new avenue to engage audiences with premium entertainment any way they want it," Ten CEO Paul Anderson said at the All Access launch.

"It fits perfectly into the 10 family alongside our broadcast channels, Ten, 10 Boss and 10 Peach, our catch-up service 10 Play, and our news and entertainment site 10 Daily. We’ll continue to evolve 10 All Access with more great content to binge on and more product features to enhance the viewing experience. We are just getting started.”

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