The two remaining members of ThinkTV are in talks to decide the future of the television industry body.
Network 10 pulled out this month and Foxtel left last year, leaving representation of commercial TV broadcasters with half the metropolitan players.
“ThinkTV continues to champion the benefits of Total TV,” a spokesperson for the industry body said. “Seven and Nine remain committed to working together to support this mission.
“The ThinkTV board is in discussions about next steps for the organisation as part of a broader review of all industry bodies. We will share further updates in due course.”
However, industry analysts see the situation as further weakening the voice of the sector.
“Of all the poor decisions in television, this one might be the most self-defeating we have seen in a long time,” said Ben Willee, media director and general manager at Spinach.
“Advertisers are already drowning in competing claims about which medium is king. Network 10 has decided to go rogue, just as the industry is under siege from digital giants that are cheaper, less transparent, and alarmingly powerful.
“This isn’t a time for free-to-air to splinter. It’s a time to stand together and remind brands why premium, brand-safe, local content matters.
“While TV bickers, Meta, YouTube, and TikTok aren’t just winning ad dollars—they’re redefining the rules of the game.”
Media analyst Steve Allen at Pearman said the moves in TV sector display very short termism.
“None of the challenges facing TV audiences or revenue have dissipated,” he said. “The battle and challenge remain. Leadership this is not.”
Allen points out that finance and/or operational guys are now in charge of television.
“Paramount/10 has been on the path of reduced overheads due to its position, for some years,” he said.
“No one heading major media organisations have come from marketing. And as much of the TV market is publicly listed, they have to work out ways to remain profitable, thus the razor gang in action."
Foxtel went its own way with television audience measurement but 10 is sticking with industry standard OzTAM.
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