TV networks need to work together and make things simpler for the consumer if they want to take on the Netflix threat, according to Seven West Media chief digital officer Clive Dickens, but media buyers have pointed to data and analytics as a bigger issue.
Speaking to AdNews, Dickens said that if TV networks want to stay important to consumers' lives it needs to solve consumer problems, citing the recent release of Apple TV a few weeks ago, which has a universal search functionality.
Dickens said universal search, which allows consumers to find content regardless of platform, is something that will get more traction in the near future, adding it is one area where he can see networks working together on content discovery.
“We need to simplify and put the consumer at the centre of everything, we also need to have reciprocity because it doesn’t work if one of the networks or app owners says 'I don't do it',” Dickens said.
“We need to be grown up about this.
“There are no formal projects underway to collaborate further but what we're saying as an industry is we need to formalise some and accelerate some if we want to stay important to consumers' lives.”
Nine managing director programming and production Andrew Backwell said free-to-air (FTA) networks need to be offering more choice, high definition delivery and content on more devices, going forward.
“The FTA networks should not be battling one other; viewers drifting to streaming services, online or to pay TV are our enemies, certainly not each other,” Backwell said.
“It’s vital we keep as many viewers watching FTA as possible. There is absolutely no doubt that together we offer the best service, the best dramas, the best entertainment, and the best news and the best sport are all on FTA.“
However, Maxus CEO Mark McCraith said he isn't sure now is the time for free to FTA to band together, noting that the launch of Freeview was meant to consolidate the content discovery issues by placing all networks on the one platform.
“TV networks have had platforms to drive this, by promoting TV and the technology with consumers through the set top box, but it hasn't been successful,” McCraith said.
“They've got the perfect platform to work together because they’ve built industry association already. But it hasn't worked.
“It is for the benefit of the media sector that is doing it, and the industry and advertising as a whole for a sector to come together to promote an industry and make it more accountable.”
Carat CEO Simon Ryan also said he thinks networks should be working together on data and analytics, rather than content.
Ryan explained that in the next three or four years, most media markets are going to need to be underpinned by some form of data and analytics. He said TV networks already have a high cost model but without investment in insight it will have a high risk model too.
“In time, the FTA networks need to have some form of common audience TV buying platform which enables media buyers to have ease of transaction, and it needs to be directly linked to FTA and insights,” Ryan said.
“While the subscriber base for Netflix continues to be quite high, the FTA networks in Australia have very strong global content and a big investment into local content which will prove to be successful for them.”
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