TV industry rallies to save audiences with Think TV headed by Ten’s Russel Howcroft

May 13, 2016 10:10

Howcroft: “There is an urgent need to clarify for advertisers conflicting and confusing digital measurement claims”

Network Ten executive general manager Russel Howcroft will chair the long mooted combined marketing and research body for the TV industry, Think TV, as broadcasters look to arrest the slide in audiences and advertising revenue against the rise of the new digital players, warning there is an “urgent need” to change the conversation.

Howcroft will chair the new body which brings together the free-to-air and subscription TV bodies for the first time using the same model as Thinkbox in the UK.

The aim of Think TV will be to demonstrate “how television advertising in broadcast quality content environments remains profoundly effective and the clear leader among all media channels in terms of advertising impact and return-on- investment”.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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1 COMMENTS

Buzz 13 May 16

At last something is being done and this is a good move. However, while the headline says, “rallies to save audiences”, Think TV is about the advertising side of the business. There are a lot of misconceptions about TV advertising they need to address and fix, but they must consider the overall perception and performance of TV – programming and advertising – if they really want to make a difference.

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