Media Wrap: Seven supports ad exchange with rivals; News Corp/Telstra get NRL apology

By AdNews | 26 October 2015

Nine streams ahead with legal challenge

In a direct challenge to current media laws, Nine Entertainment Co. is set to make known its intention to live-stream all of its television content via the internet.

The move will place the metropolitan free-to-air broadcaster hot on the heels of its rival Seven West Media and is seen to add to calls for the government to throw out the “reach rule” that restricts commercial free-to-air broadcasters reaching more than 75% of the population with their content.

Speaking with the AFR, Australian Competition and Consumer Commission chairman Rod Sims said that with technology today allowing TV stations to stream to 100% of the population, the rule is now “redundant”. Seven West Media will launch its streaming app on Melbourne Cup day. No word yet on how soon Nine will begin streaming.

Data shows rapid uptake of automated ad sales

New data has revealed a growing appetite for the purchase of linear advertising inventory through automated systems that pledge to allow local advertisers and media buyers to more closely target audiences.

Multi Channel Network, Ten's exclusive sales agent, has told the AFR that it is already selling 30-40% of its inventory in this way. The statistics are likely to have Nine and Seven watching the development closely, given MCN's tie with rival Ten.

Evidence of the rapid take-up of MCN's programmatic trading comes as Ten last week received regulatory clearance to take a 24.99% stake in MCN.

The AFR is also reporting that Nine's new chief digital and marketing officer, Alex Parsons, is set to reveal plans this week for the company to become even more “channel agnostic”: creating content that consumers can watch across all devices.

Seven supports ad exchange with rivals

Seven West Media has thrown its support behind the possibility of an advertising exchange in which the company could work with rivals to draw in media buyers and advertisers.

Chief revenue officer of Seven West Media, Kurt Burnette, told the AFR that such an exchange could exist while the companies continue to compete with each other, making it easier for advertisers to do business with the media companies.

Such a move, compelled by heavier competition to traditional media companies from digital entrants, could involve a private programmatic advertising exchange in which ads are sold automatically online across networks, using algorithms.

News Corp and Telstra get NRL apology

News Corp and Telstra have received an apology from the NRL's chairman after the company left out both corporations from “secret talks” with Nine over a TV rights deal.

The Australian reported that NRL chairman, John Grant, admitted that the exclusion of News Corp and Telstra was a big mistake.

Grant is now under increasing pressure to leave the organisation over the broadcast deal, according to The Australian, with the rights deal with Nine perceived to place at risk the long-standing investment by News Corp and Telstra.

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