After months of speculation, the formation of a combined marketing organisation representing both pay and free TV together has been confirmed, according to sources close to the matter.
It marks the first time that pay TV and FTA TV have recognised that they are in the same boat and can better promote and grow television as a medium in the face of the ever fragmenting landscape if they join forces. The threat of incoming players such as Netflix and the rise of Google and YouTube as broadcast outlets affects both subscription and free to air television broadcasters and a coalition aims to give a stronger voice to the whole TV market.
AdNews was the first to break the news that the combined organisation was in the works back in December. At the time, not all the TV networks were convinced.
The intention is to stave off the ongoing talk about TV's decline in terms of adspend and audiences in the face of streaming.
Russel Howcroft, Melbourne general manager of Network Ten (and regular AdNews columnist) will be the first chair of the organisation.
The move will see Think TV, the marketing and research arm of Free TV split out and move into the new joint organisation. Think TV is responsible for compiling and distributing facts about commercial television to assist advertisers with their media planning and buying.
Free TV will continue to represent the lobbying and policy side of the FTA television industry. ASTRA will do the same for pay TV.
An international search is on for the CEO of the venture with the post expected to be filled. There is currently a shortlist of both local and international candidates – with most from outside of the TV landscape, AdNews understands.
The organisation is being modelled on the UK organisation Thinkbox, which is run by Tess Alps.
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 me a line at rosiebaker@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. Need a job? Visit adnewsjobs.com.au.