As Network Ten appoints TVNZ’s Anthony Flannery as head of news and current affairs, media buyers have mixed opinions regarding Ten's changing news strategy.
Flannery will report directly to the chief executive, and replaces Dermot O’Brien. He comes from TVNZ, where he is head of news and current affairs, and will start in January 2012.
Network Ten has been implementing a raft of changes to its news and current affairs strategy over the past year. At the beginning of the year the network introduced its current affairs program 6PM with George Negus. Since then, the market has seen Ten axing, introducing and rescheduling a raft of local and national news bulletins.
Last month, the network announced it was axing Ten Late News and Sports Tonight, and that news presenter Sandra Sully will become presenter of Ten News at Five.
Media buyers have mixed views regarding Ten’s evolving news strategy. UM chief executive Mat Baxter argued that Ten’s news strategy is “schizophrenic”, and lacks the consistency required to maintain audience numbers.
“The Ten approach seems to be changing far too often, and I think the marketplace is getting a bit tired of all the changes," he said.
"There is constant churn, and right now people want stability and consistency.Ten’s heartland is not the same at Nine and Seven, it is younger, dynamic and risk-taking, and its news should reflect that. It would be great to see Ten develop a smart plan, executive it, and stick to it.”
MPG general manager Jason Dooris told AdNews: “News is a big area of focus for any network. At Ten, news isn’t performing as well at the moment, and when [James] Warburton comes in as CEO, this will be a big focus for him.
“With Flannery coming into the new role, we should expect to see some more structural changes at Ten over the next year or so. The network has already started that journey, but has a way to go. There are a few questions around George Negus. He’s been wonderful, but is it time to freshen that up.
“I think Ten will do well, they are taking the right steps, but you would think they’ll be driving for some stability next year after all the changes we have seen this year.”
MediaCom national head of implementation, planning and investment Paul Brooks said that Ten’s developing news strategy is creating interest among advertisers, but also said it is too early to tell if any of its changes will be successful.
“The changes in Ten’s news and current affairs strategy are definitely generating interest among advertisers. Things haven’t gone smoothly at Ten, however I think the market is excited to see Ten recognising what is wrong, and implementing change. This is what both agencies and advertisers want. Are the changes working? It’s just too early to tell.”
On Flannery's appointment, interim Ten chief executive Lachlan Murdoch said: “We are fortunate to have
someone of Anthony’s calibre overseeing the strategic development of our
growing news brand. We welcome the fresh perspective that Anthony
brings to the role as we look to take our news and current affairs to
the next level.”
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