Ten launches Ten Daily as it attempts to claw back digital audiences from rivals
Network Ten has launched its online news and short-form video play, with Ten Daily finally going live today.
Ten general manager of digital, Liz Baldwin, said new owner CBS was supportive of the long-awaited move, and that the site would help the network take some ownership back of the social chatter and digital noise around its programming.
The Ten Daily launch team: Sandra Sully, Lisa Wilkinson, Melinda Cornford, Liz Baldwin
In recent years, sites such as Mamamia, BuzzFeed and Punkee have leveraged off the success of some Ten programs and their audience engagement – particularly those within The Bachelor franchise – with episode recaps, listicles of amusing tweets and video summaries.
Great, more “rightwing” news. Don’t watch Ten at all thank’s to their Murdoch style reporting. And they wonder why they have poor ratings.
Regards the better John.
Whilst I admire their enthusiasm there are a few issues here. 1. Losing half a potential audience by targeting only women. 2. A low audience target despite the backing of a national broadcast network. 3. All stories outside of exclusive content will already be up hours before elsewhere because they won’t have the resources to compete. 4. Why isn’t video the immediate focus? It drives the majority of revenue, nobody cares about a re-write of a DT or SMH story by a team of kids. That’s why the DM is failing. 5. What can people like Osher actually offer? A behind the scenes look at the Bachelor? Amazing “here I am in Fiji, look at how sunny it is”. It doesn’t work and people don’t care. He’s also barely involved in the actual show. If he’s flagship talent it’s a worry. 6. This will be Mamamia, Bauer and Pac Mags lite. 7. They might have Sarah Harris and Waleed but unless they are being paid handsomely for content their charity will drop off eventually. 8. I give it a few months before it turns into “The top 10 hottest blonde bachelorettes” and “I bet you didn’t know this about lipstick” or “what you should never put in your dishwasher”.
The all talk of noise – making it, sharing it, capturing people with it. Great pitch. I hear the sound of one hand clapping.
Great Idea
There is nothing niche about this. I’m predicting this will be dead in 2 years. Bets, anyone?
Terrible, just a clone of every other tabloid advertising vehicle.
It’s ‘news’ in the loosest sense of the word, 56 people shot in Palestine and not one story on the front page.
Nothing new or particularly interesting and will be scrapped by the end of the year.
Have a look at the product before judging it. “Ten Daily” is a non-comedy extension of The Project.
The Project produces about 45 minutes of video content, 6 days a week. Studio 10 produces about 3 hours of video content, 5 days a week. The Living Room and Are You Paying Attention? each produce about 45 minutes of video content a week. In addition Ten News also produces a fair few minutes of video content across it’s various metro bulletins each day (and more if you count WIN’s too).
Between them, they’ve got this ground covered. They already produce more suitable news/lifestyle content than any 25-40 year old woman is likely to be watching.
Ten’s best bet is to start by getting more women to consume more of their existing content. Re-purpose the existing footage into mobile-friendly chunks, and go from there. Ten News stories with new voice-overs would be a great source of fresh content.