Seven has revamped the format of its 2016 upfronts to focus less on the razzle dazzle of the television industry, in what the company is calling its 'NewFronts' event.
Speaking to AdNews, chief revenue officer of Seven West Media, Kurt Burnette, said the network is taking a different approach to the upfronts this year, with there being less focus on the 'showbiz' side of the annual showcase.
With a new strategy and business approach to the ad selling event, smaller groups of media buyers and clients will be taken through Seven's plans for 2016 – across a number of days.
A Seven spokesperson told AdNews said the event, which kicks off this Wednesday, will take a more forward looking approach.
“What is different is all the new innovation we have been doing and we are announcing that along with the new content,” a spokesperson said.
“It’s about the new proposition we have now, next, and for the future for customers and advertisers.”
Carat Melbourne head of investment Paul Wilkinson said the new approach from Seven is welcomed from the industry.
“I don’t believe any of the networks can run with a ‘business as usual’ approach to the upfronts given the dramatic shift across the TV Landscape in 2015,” Wilkinson said. “Media buyers need to see a shift in focus from the networks – particularly Seven and Nine who risk being seen as the laggards of the industry unless they can prove otherwise.
“The media industry need to see that they are not shying away from the challenges ahead and have a plan to address the shift in audience away from ‘traditional’ TV. That means revamping its programming strategy, bringing together its platforms into one convergent package and most importantly ease of transaction and reporting’.”
The new way of business is backed by research, called 'Share of Eye', commissioned by Seven West Media and its affiliates Yahoo7 and Presto.
It aims to uncover the usage of video content in Australia so it can use insights to inform its strategy.
The research, conducted by independent research company Edison Research, found that Australians view more than four hours of video in a typical day, with 85% of video time stemming from linear TV.
However, 31% of Australians watch online video each day, with usage skewed towards young adults and the use of social video.
While free video attracts a greater share of online video viewing, paid video peaks in the late evening.
Burnette said the findings will form a key part of Seven's strategy on the delivery of video content.
“Clients and stakeholders are now more than ever looking for independent facts and analysis to navigate the evolving world of media consumer behaviour and engagement,” Burnette said.
“Share of Eye, combined with the already gold standard OzTam system, has helped provide that single source of truth, reaffirming our strategy of premium and brand-safe content everywhere, and further allowing us to grow audience and continue to innovate for our advertising partners.”
Wilkinson said that independent research is useful, as long as networks actually use the research to inform their strategy rather than just distributing it.
He said media buyers need to know how networks are dealing with challenges including changing the trading model, capturing online video views and reporting eyeballs across platform for a specific campaign.
“I don’t believe any media buyer expects the current trend of declining TV audiences to change, whilst the rate of decline may, hopefully, begin to lessen, what we are seeing now is a structural shift in consumption: to ignore this is to ignore the truth,” Wilkinson said.
“What we need form the TV networks is to show how they are using that information in their strategies in approaching the next give years.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.