‘It’s rather flattering’: Why Ten isn’t worried about James Warburton’s play for younger audiences
During Seven’s results reporting, when new CEO James Warburton had been in the role for just five days, he said it was clear that Seven’s ageing audience demographic wasn’t conducive to the network’s success. Warburton told Mumbrella Seven relies on “ageing warhorses” in its programming and has “skewed too old”.
To many, that sounded like he might be coming for Ten, which has positioned itself as the under 50s network and places its primary focus on the 16-39 key advertising demographic. But, Ten isn’t concerned that Seven may be coming for its young audiences.
“From my perspective, it’s rather flattering and suggests that the buyers and advertisers should be taking more notice in the under 50’s network,” Ten’s chief sales officer Rod Prosser told Mumbrella.
Impressive how a network which has run third all year in 18-49s can somehow claim to be the “under 50s” network…
Aging warhorses? The definition describes success and longevity. Television has been forced to put down (euthanase) a number of colts in recent years, perhaps it boils down to a lack of ability to judge good horseflesh.
The old expression “couldn’t see the wood for the trees” is appropriate here.
Programming is an art form, wild stabbing in the dark produces hopeful runners, many of which fail to run the distance.
Younger audiences need quality, don’t try to provide what you think they want, because this is tantamount to giving children sugary drinks and cream cakes, simply because it will attract more of them.
Children need good nutrition and the occasional sugary drink and cake as a treat. Younger audiences need a learning curve and a challenge, as well as a good laugh and a bit of foolishness occasionally to balance the diet.
Programming is not for bean counters and/or corporate wizards with business degrees. programming is a craft which requires creative savvy, and theatrical soul, it should be separate from, yet controlled to a degree by both bean counters and corporate wizards.
N.B. Good programming is a collaborative exercise.
Yes! I am an old warhorse, I have seen and survived a few battles.
How can 10 take a dig at 7 when 7 have more under 50’s audience than 10?!
There aren’t many media companies in Australia who reach less under 50’s than Ten tbh
What a load of unfounded “ early crow” statistical Mumbo jumbo. This piece should be taken apart by both 7 and 9 with accurate historical data from OzTAM on 18-49 demo.
Nice pr but anyone reading “ buyer beware”. If you are a client ask your agency to evaluate?
I love it when the TV people bicker among themselves over what network is first and second when they should be worried about more important things, like their entire existence being compromised by SVOD.
Ha ha, keep arguing losers!
#oztam4lyf