“Innovate, disrupt or die” were standout points in Seven's newfronts’ mantra while “a complete reset” was hammered home by Nine's chief revenue officer, Peter Wiltshire, at its upfronts this week. But, were the moves enough to keep advertisers happy for a whole year? And, could anything have left Ten quaking?
A new linear free-to-air lifestyle channel, an overhauled catch-up experience, a single sign-in ID, Channel Nine in HD, more content available any time anywhere, and a fast-tracked first Australian run of the US version of The Bachelor were a few of the top line offerings in Nine's upfronts. It's also done a number on its brand, with a return of the “dots” to bring a consistent look and feel across its properties.
It eschewed the big sell of a big food show which was a welcome step forward.
Similarly, Seven rolled out live-streaming, boasted its strong sports offering, and fresh local and provocative shows, such as a new format reality dating show, Kiss Bang Love. It also wooed agency execs with the promise of more targeted ads in its big programmatic push.
While Seven's staging personally impressed more, with its added detail on targeted pre-rolls and programmatic, and the digital nous of Clive 'three-phones' Dickens, both it and Nine, had many similarities.
Seven and Nine held fairly intimate events over several sessions, both have given up the ghost and finally agreed to give viewers what they've been wanting for a long time – on-demand live streaming, and both reiterated a focus on local content, perhaps Seven more so.
Clearly cashing in on the success of The Bachelor, both also have some trashy dating shows; Nine with Married at First Sight; The Bachelor and The Bachelorette US, and Millionaire Matchmaker, and Seven with Kiss Bang Love.
All will no doubt draw eyeballs.
But could such new shows dethrone Ten's Australian Bachelor offerings and snag its viewers? After all, the US Bach version has been a global hit.
Suffice to say, I think it's a case of so far so good. I felt pleased and proud. The FTA networks get more than their fair share of media battering. There was also a splash of relief in there, that as consumers, we have some home-grown Australian dramas, eyeball-drawing dating shows (yes, I am a millennial), and other fresh content to look forward to – to watch as and when we want it – not just rehashed versions of staid cooking and reno formats.
Both networks certainly seemed to have upped the ante. Don't get me wrong, I don't think it's perhaps as big a reset as it could have been, but it's a big jump in the right direction.
Am also keen to see what Ten will bring to the table?
Did you miss the upfronts coverage so far? Fear not, we have it all on catch-up here:
“The networks cannot afford to over promise and under deliver,” - Upfront season kicks off
"Innovate, disrupt or die" – what Seven's upfronts delivered
First cab off the rank – media bosses weigh in on Seven's NewFronts