Ten's strategy to engage agencies has paid off, after parent company CBS took leaders from Australia's biggest holding groups across to LA to showcase its broader capabilities.
Australia's top media bosses and executives were flown to the US, courtesy of CBS, to attend a confidential briefing outlining plans for the company's role in the operations of Network Ten.
AdNews reported last month that the CBS-owned broadcaster invited media bosses from GroupM, Publicis, IPG Mediabrands and a raft of other holding groups to attend the event in California.
“It was great sharing our plans with some of our key agency partners," Network Ten chief sales officer Rod Prosser told AdNews.
"Together with our parent company CBS, we are working to create a strong alternative for audiences locally and we can’t wait to share all the details along with some other big announcements at our upcoming Upfronts presentation.”
GroupM head of investment Nic Lewis says one of the most important elements of the CBS presentations during the recent trip to LA was the "clear illustration" that the CBS business is heavily engaged with Ten.
"Their key leadership from the top down are invested heavily in the overall success of the Ten/CBS venture," she told AdNews.
"CBS and Ten were clear that they were engaged in an evolution, and not a revolution, and there was a recognition that there is a lot of work still to do, but they are playing the long game.
"It was clear that CBS is taking a methodical approach to its business operations in Australia, building on the strong foundations of Ten, and applying the might of CBS to achieve financial stability."
Lewis added that there was an acknowledgment that the TV market globally and locally is under pressure, and that as an industry, TV networks need to keep sight of the fact that "the enemy isn’t each other".
She believes Ten now has a solid global view and a unique perspective that will allow them to stay focused as they look to strengthen their audience across the network.
"The opportunity now for us and our clients is to ensure that CBS and Ten remain heavily aligned and connect the dots between the USA and Australia to benefit local audiences and advertisers," Lewis says.
"Through the CBS acquisition, there is little doubt in my mind that Ten has and will continue to deliver an enhanced viewing ecosystem, specifically with the launch of Ten All Access."
AdNews understands that the presentation by Ten remained focused on tapping into the under 50 demo, with a core focus on attracting younger viewers back into the network through premium content.
"Ten has taken an important step in reminding the market that it is a quality content business delivering valuable audiences, repositioning away from a commoditised bundle," Publicis Media Exchange managing director Sarah Keith says.
"Ten also sought to build confidence around its consumer approach and ensure that we have the message that it's a strong business to partner with.
"CBS and the Ten management team shared information around scheduling, content and technology to ensure agency buyers are clear on value and a plan for consistent delivery in 2019 and beyond."
Keith says the agencies were also "reminded of the unique magic of TV production", as representatives were treated to live recordings of CBS programs such as James Corden’s Late Late Show, while visiting the sets of The Bold and The Beautiful, as well as other studio tours.
AdNews understands that the overwhelming sentiment of the trip was positive, with other agency heads, including IPG Mediabrands CEO Danny Bass and Amplifi ANZ chief commercial officer Alex Pekish, representing Dentsu Aegis Network, who were all impressed by the TV giant's influence and offering.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.