Ten’s administration a body blow to media confidence but may have a silver lining

The move to place the Ten Network in administration will sap some of the confidence out of an already shaky advertising market, with the network expected to be on the receiving end of some tough negotiating tactics from media buyers keen to capitalise on its weakened position.

However, the move could also have a silver lining for the network with some agency bosses predicting a leaner Ten will be better suited to navigating the fast-changing digital world.

Ten was placed in administration on Wednesday after months of seeing its share price pulverised on the stock market.

Administrators Korda Mentha are now working with network executives on the way forward with the network’s “transformation plan” predicted to save $50m per annum by the 2018 financial year and $80m by 2019.

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