Network 10’s program strategy brings revenue, digital and BVOD winners

Chris Pash
By Chris Pash | 29 June 2020

10’s chief content officer Beverley McGarvey says the network'sprogramming strategy this year is paying off, including the 2020 launch of I’m A Celebrity…Get Me Out Of Here! 

“The success of our refreshed first quarter this year continued the success and momentum we had at the end of 2019, with Australian Survivor: All Stars, Ambulance Australia, Gogglebox Australia and Dancing With The Stars all collectively lifting 10’s timeslot audiences this year," she says.

“In March, like the rest of the world, we had to navigate the challenges of a global pandemic and adapt our production methodologies to ensure we could overcome the specific issues we faced as a news, production and entertainment business.

"Therefore, it was especially encouraging to see Australians turn to 10 to be informed and entertained with 10 News First, The Project and MasterChef Australia: Back To Win attracting big audiences.

“The strong performances continued with Have You Been Paying Attention?, which launched to its biggest season premiere audience ever. And, Australian scripted shows The Secrets She Keeps and How To Stay Married performed brilliantly,” she said.

“Our laser focus on the under 50s and key age groups is also reaping benefits, with 10 securing five of the top 10 shows in under 50s, 25 to 54s, 16 to 39s and 18 to 49s so far this year – more than any other network.

“We have seen some incredible competition in this first half across the commercial free-to-air TV networks, which is great news for the overall TV landscape. The competition is set to heat up when we launch our fourth channel later this year. The channel will strengthen our under 50s programming and boost our network share.”

Network 10’s digital audiences are also surging with 10 Play recording its biggest year, up 25% year-on-year. The growth can be attributed to additional exclusive content being added to the platform, but also record broadcast video on-demand (BVOD) audiences for 10 shows.

The following shows have won their biggest BVOD audiences:

  • MasterChef Australia: Back To Win.
  • I’m A Celebrity…Get Me Out Of Here!.
  • Australian Survivor: All Stars.

“The success of our shows this year meant strong digital audiences on our digital platforms too, with 10 Play recording its biggest year so far," says McGarvey says

"The great thing about this result is that it also reflects the additional investment in exclusive content we have made on the platform. We will continue to look for opportunities to boost our digital proposition for audiences.”

Network 10 and ViacomCBS chief sales officer Rod Prosser the growth this year has truly been remarkable.

“The success of our programming has also been reflected in our revenue," he says.

"Since October 2019, Network 10 has seen eight consecutive months of year-on-year revenue share growth. When you look at BVOD, our average revenue growth over the last 10 months exceeds 40%, the biggest of any network.

“In 2020, we are delivering consistent, brand-safe and highly integratable environments for advertisers across all our platforms.

“We are also continuing to strengthen our commercial proposition with the addition of MTV, Nickelodeon – the #1 kids brand – and Nick Jr. to our brand portfolio, all of which have seen audience growth since March 2020. The new MTV music channels which go live on 1 July will also expand our offering into the music genre.

“In addition, over the last few months, we have supercharged the opportunities available for advertisers with the launch of Effect, a premium, integrated marketing solutions business, a dedicated direct and independent agency team and a whole new digital experience including a Premium Pause product on 10 Play, a non-intrusive, high-impact way for brands to integrate online."

Content to come in 2020: Bachelor In Paradise, The Bachelor Australia, The Bachelorette Australia, The Masked Singer, Junior MasterChef, Gogglebox Australia, Drunk History Australia, Bondi Rescue, The Living Room, the Melbourne Cup Carnival, the Bathurst 1000, the MotoGP World Championship, Wallabies Tests including the Bledisloe Cup, plus more Have You Been Paying Attention?, The Sunday Project, The Project and the crowning of the 2020 winner of MasterChef Australia: Back to Win.

10 half year

 

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