Media Mayhem: Bridget Fair – ‘The TV advertising pie is not a magic pudding; if you take revenue out, it doesn’t magically regrow’
A discussion of diabolical challenges and bold solutions for our industry.
These are interesting times, and the challenges faced by Australian marketing and media are frequently diabolical. There is always opportunity in crisis, but rarely a single solution that is easy to see. Many are worried, searching for answers and seeking the guidance of our best thinkers. At Mumbrella, we want to interview industry leaders to understand their insights and learn how they handle the challenges and structure for the future. We hope this can help our industry trade through the storms and reach the best global standards. The point is to engage in expert discussion to inspire our industry.
In this week’s Media Mayhem, we chat with Free TV Australia CEO, Bridget Fair.
How is the operating environment impacting your team, clients and partners?
Commercial television broadcasters are operating in a period of significant transformation that requires them to be more agile and innovative in their approach to content creation, audience engagement and advertising strategies. We are living in the era of “peak TV”. Viewers have never had more choice of places to access audio-visual content.
That proliferation of services is bringing more competition for broadcasters than ever before, particularly with SVOD services moving to offer advertising tiers and a shift in viewer behaviour, with more Australians accessing our free universal services over IP.
What changes are you seeing in consumer behaviour and preferences?
