Efficiency was the theme at last night's Ten upfronts. Ten chief Hamish McLennan talked up the virtues of the network's cashed-up and cost-effective 25-54 demo, and took a stab at rival networks. "We're going to stick to 35 minutes," he said. "We know some of our competitors went on a bit. We respect that your time is very, very tight. We've rehearsed – we're going to be very efficient."
At the upfronts presentation at the Museum of Contemporary Art in The Rocks, McLennan, sales director Louise Barrett, chief digital officer Rebekah Horne and chief programming officer Beverley McGarvey outlined the network's strategy and programming going into the new year.
Network Ten is pinning its hopes for 2014 on the "new money" demographic of 25 to 54-year-olds, continuing innovation in its multi-screen strategy via Ten Play and Zeebox, premium sport and drama and "event TV". "I feel that this business has more good years ahead of it, and we're just at the start of a long journey," McLennan said.
He said Ten's goal of delivering to the "new money" demographic of 25 to 54-year-olds, outlined at the Sochi upfronts in July, was already delivering results and that it would "really kick in" next year, starting with the Big Bash League and heading into the Winter Olympics.
"When I spoke to you in July we said we were going to do five things, and I think we've started on a journey at Channel Ten that's not only going to be terrific for the network but it's going to deliver real business results," he said.
"We talked about changing our strategy and delivering to a new target audience of 25 to 54-year-olds, and we're doing that now and we're getting results. The good news for us is that we're getting results after such a short period of time."
McLennan said premium sport "provides the backbone" for the network and that "it's going to work for you, our advertising partners and media buyers". "We'll work a little bit harder for you guys than the competition because we need the business," he said.
He emphasised the increased focus on creativity and "lateral thinking" via the new Generate premium integration unit – which currently has 80 TVCs in production and was behind SodaStream's recent push – and making Ten a "more efficient buy" for advertisers.
On the programming front, McGarvey said the goal was to grow the 25-54 audience by "continuing to make better shows and delivering a consistent schedule". Returning tentpole shows MasterChef and The Biggest Loser are both getting a makeover, with MasterChef to be "less scripted, less predictable, more spontaneous, more exciting and more food-focused".
Similarly, The Biggest Loser 2014 will be an "upscaled, event version" of the series, as the show takes on the challenge of slimming down an entire town of 11,000 people – billed as one of the most obese towns in the country. Other new local shows include a political drama starring Asher Keddie called Party Tricks, and a crime thriller called Secrets & Lies.
And because an upfronts wouldn't be complete without a bit of a tease, there was also a new mystery show announced: 6pm timeslot, 30-minute format, family friendly, will "grow the 25-54 audience" – and it's not a variety show. A Ten spokesperson said "only five people know what it is", and all will be revealed in due course. Now taking bets.
On the digital front, Horne said streaming service Ten Play was "already delivering on the 'TV everywhere' promise", with a 41% increase in mobile views since launch, and in 2014 would deliver an enhanced offering as it expanded beyond broadcast content. She also gave a nod to Zeebox, calling it the "lead product in our second-screen strategy, [bringing] together the reach and engagement of TV, with the targeting and instant calls to action of digital".
Barrett highlighted Ten's push to deliver a "new future" to advertisers with its move to programmatic trading, and said from December the network would introduce trackable ads into its live-stream videos via a partnership with Yospace.
"Ten is delivering engaged audiences across multiple screens, and our desire is to be the most interactive network with all of our digital platforms. Programs such as The Bachelor, Wonderland, Homeland, The Biggest Loser and Modern Family have delivered mass and growing online audiences," she said.
"The Bachelor has had more than seven million video views, and MasterChef Australia is the most-liked TV show on Facebook. People are deeply engaged with a lot of content across Ten, Eleven and One, and that engagement is growing rapidly."
On the new focus on the 25-54 demo, Barrett said: "They are the age group with the money, and they dominate TV viewing. They represent almost two thirds of personal income, they're the biggest spenders by far in categories such as new cars, mobile phones, home loans and grocery shopping."
The shows
Secrets & Lies – new crime drama with exclusive second-screen content
Party Tricks – political drama starring Asher Keddie
Offspring – back once again
Puberty Blues – new season after 2013 hiatus
Wonderland – pulled in 4.5 million views on Ten Play
So You Think You Can Dance – with host Paula Abdul
MasterChef – returning a focus to the food, "less scripted"
The Biggest Loser – takes on a town of 11,000 people
Have You Been Paying Attention – news comedy quiz show from the creators of The Panel
Wake Up – there's "nothing else like it" on TV
The Project – seeing "significant growth" in its fourth season
Ten Eyewitness News – a "true news alternative"
Under the Dome – returning for a second series
The Good Wife – popular CBS legal drama returns
NCIS – long-running crime procedural keeps on running
The Millers – Will Arnett of Arrested Development's solo vehicle
Crisis – from the director of Revenge, starring Gillian Anderson and Rachael Taylor
24: Live Another Day – Jack Bauer returns, this time in London
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