Opinion | Features
- Ahead of tonight's launch of Freeview Plus, Mumbrella’s Nic Christensen looks at what the new HbbTV service will mean for broadcast rights, piracy, and the way advertisers serve up their content. It’s not every day that you get a TV sales boss like Nine’s Peter Wiltshire admitting the weaknesses of television as a medium. “It was one of the great achilles heels of broadcast television that it was one-to-many,” says Wiltshire who is group sales and marketing director for Nine.
- With more Australian companies eyeing Asian expansion Matt McDougal looks at the particular challenges of establishing a brand in the Chinese market. We often mistakenly believe that globalisation means we all have the same tastes and consumer habits. In some cases perhaps this is true to a certain extent but never forget to localise. No brand should count on its international recognition to reach the Chinese population. Mattel, for example, paid a huge price when they belatedly realised Chinese girls did not attach the same importance to a Barbie doll compared to Western girls.
- Tomorrow sees the launch of Freeview Plus, the long-awaited industry hybrid broadcast/IPTV service. Ahead of the launch, Mumbrella’s Nic Christensen talked to Freeview and the five major TV networks, in this two part special, to look at how it might impact the medium and the wider industry. It's 2019 and 32-year-old Eve from Kirribilli in Sydney comes home late from work. As she settles on the sofa after a long day in the office she flicks on the TV, and realises she has missed the season premiere of her favourite US TV drama series. Years ago Eve could have caught up on her tablet or computer, but the major TV networks would have made her wait until the program had finished broadcasting and then a little time waiting for it to be made live online, as well as limiting her to their broadcast schedule.
- With several of Australia's biggest media accounts coming up for tender and many changing hands this year David Spasovic looks at what is causing so many client-agency relationships to fracture. A cursory glance at the recent stories, opinion pieces and comments in the trade press present an image of significant rumblings of discontent in our industry. A quick count of media relationships that are or have recently been reviewed is evidence of this - Woolworths, Federal Government, Lion, Diageo, Nestle and CBA are a few accounts that fall into this category.
- As the government considers changes to national security legislation Keiran Hardy looks at what today's proposals would mean for the media if implemented, in a cross-posting from The Conversation. The Parliamentary Joint Committee on Intelligence and Security (PJCIS) will publish its report on the National Security Legislation Amendment Bill (No. 1) 2014 (Cth) sometime during this sitting of parliament. The bill, introduced in the last sitting of parliament, has attracted significant criticism for the potential impact of proposed offences on media outlets. The main fear, fuelled by the fallout from the WikiLeaks and Snowden affairs, is that journalists could be imprisoned for reporting intelligence abuses or mistakes revealed by a “whistleblowing” intelligence officer, even when doing so would be in the public interest.
- With publishers struggling to monetise digital and marketers unable to achieve cut through John McLean argues it's time to ditch banner ads and get collaborating. In a medium infatuated and necessitated by innovation, display advertising has been criminally bereft of it since it’s inception 20 years ago. The first banner ad appeared in Wired Magazine in 1994* and little has changed since around 2000 when rich media placements became more common due to better connection speeds.
- With Buzzfeed pushing to be recognised as a news site Ciaran Norris looks at why it matters for new online media outlets to be seen as serious. Every morning on its News Breakfast show the ABC runs through the major stories on the front pages of the day’s newspapers, covering everything from the Sydney Morning Herald to The Age, the Daily Telegraph to The Mercury. But it has also, for some time, included the homepage of the Australian version of The Guardian which differs from the rest of the organisations included because it has no printed version.
- In this cross-posting from The Conversation Michael Cowling asks whether the recent controversy over the Facebook Messenger app shows people have reached the limit of what information they're willing to give away to companies. The recent furore about the Facebook Messenger app has unearthed an interesting question: how far are we willing to allow our privacy to be pushed for our social connections? In the case of the Facebook Messenger app, the answer appears to be: “Not as far as Facebook thinks.” For those who are not yet on Facebook (yes, there are some), the social media giant has been asking all users who want to continue sending messages to their Facebook friends on their mobile devices to download a Facebook Messenger app. Facebook is preparing to stop the chat feature on its main Facebook app.
- Instant messaging is the new digital battle ground. Daniel Young looks at what impact this battle might have for the traditional social networks. The social media landscape is changing, again, and the new players are demanding brands shift their mindset - from being human to getting personal.
- In the wake of the decision by retailer Woolworths to retain Carat as its media agency, Mumbrella's Nic Christensen asks if the much-maligned pitch for the $240m account is a case study in how clients should not treat their agencies. It's funny how history has a habit of repeating itself, but you'd like to think the marketing world would occasionally learn a trick or two. Some of the decisions in the process which led to the decision by Woolworths to keep its mammoth media account at Carat certainly make you wonder what goes through the minds of some clients when they pitch.
- In this cross-posting from The Conversation science astronomer Michael J. I. Brown shares his experiences in debating with and challenging online trolls. I often like to discuss science online and I’m also rather partial to topics that promote lively discussion, such as climate change, crime statistics and (perhaps surprisingly) the big bang. This inevitably brings out the trolls. “Don’t feed the trolls” is sound advice, but I’ve ignored it on occasion – including on The Conversation and Twitter – and I’ve been rewarded. Not that I’ve changed the minds of any trolls, nor have I expected to.
- Using big data to look at past trends is not the best way to work out what your customers want, argues Peter Swan of the UNSW Australia Business School in this cross-posting from The Conversation. A passer-by happens upon a drunk searching for a lost wallet under a streetlight. With nothing in plain sight, the passer-by asks “Where did you drop your wallet?”. “Over there,” gestures the drunk across the street, “but I’m looking here because this is where the light is.”
- This has been a bad week for the newspaper industry, says Mumbrella's Tim Burrowes As far as Australian newspapers go, this has been a most disillusioning week. I love 'em - but jeez, they make it hard.
- After the tragic news of Robin Williams' death after a struggle with depression Oli Shawyer shares the story of his battle with the black dog, and how talking about it helped him beat it. The news of Robin Williams rocked me to my core yesterday. I didn’t know the man personally but there is something so profoundly tragic about a comedian, someone whose job it is to make us laugh every day, suffering so intensely. To be fair, it’s a testament to how fucked up depression really is – that it can somewhat delude a man beloved by so many people, into deciding that he is better off dead.
- In this cross-posting from The Conversation Nicholas Sheppard of Victoria University explores what measures have so far been tried, and failed, to stop copyright infringement and piracy. There’s been a bit of talk recently about getting internet service providers (ISPs) involved in the enforcement of copyright law. The federal Attorney-General and Minister for Communications recently released an Online Copyright Infringement Discussion Paper in the belief that "even where an ISP does not have a direct power to prevent a person from doing a particular infringing act, there still may be reasonable steps that can be taken by the ISP to discourage or reduce online copyright infringement". Exactly what might be “reasonable steps” and how they might be funded are among the subjects up for discussion. Critics fear that it means turning ISPs into copyright police.
Heggen’s small package takedown on Aiston becomes Ten’s first video to hit 10m views
An awkward exchange during a Ten News bulletin has become the first piece of video content uploaded by an Australian TV network to receive more than 10m views on YouTube.
Uploaded as “An awkward moment”, the clip features Ten’s Belinda Heggen and Mark Aiston bantering during a 5pm bulletin last February.
Heggen deadpanned: “Well Mark, you would know about that.”
The video passed through 10m views earlier today.
The video has had twice the views of the next most viewed piece of Ten content – a report on planking which has had nearly 5m views, in part thanks to a member of staff planking on the newsdesk at the end of the report.
The exchange was initially uploaded by others after being publicised by a rival network but Ten issued copyright claims and uploaded it to its own channel when it became popular. It hit 5m views within days, before its growth flattened out.
While YouTube does not give many public indications of what it pays its partners, it is likely that Ten will have received shared advertising revenue of around $40,000 from the “An Awkward Moment” video.
Ten is far ahead of its rivals on YouTube when it comes to video views.
The main Channel 9 YouTube channel’s most popular video is a promo for British comedy Come Fly With Me which has had just over 100,000 views.
Seven’s most popular video is one featuring Justin Bieber’s appearance on Sunrise in 2010 which has had nearly 3m views.
The ABC’s is a promo for V8 driver Craig Lownes in an episode of Roary The Racing Car which has had nearly 1.8m views.
A 2009 Sky News interview with Rupert Murdoch is approaching 200,000 views.
SBS’s top video is a Go Back To Where You Came From promo with 50,000 views.
Ten, which is currently struggling in the TV ratings battle, declined Mumbrella’s invitation to comment on the milestone.
- Kurious Kat on Freeview to announce September launch date for HbbTV
- Client side on The Stormys: PRs salute their favourite journos
- sammy on The Stormys: PRs salute their favourite journos
- Bridgy on The Stormys: PRs salute their favourite journos
- Ben Done on Into The Storm uses augmented reality technology in outdoor campaign to promote release date
- Adam Ferrier on Whybin\TBWA ECDs Dave Bowman and Matty Burton quit to be partners in Special Group
- Hugo on Can hybrid television redefine Australian TV? – Piracy, digital rights and the ad experience
- Marteau on Queensland government ‘red cards’ anti-social alcohol-related behaviour in new campaign
- Client Strategy Director
- Freelance PR consultants X 2 – AM level – HAUSMANN COMMUNICATIONS
- Digital Sales Manager
- Digital Sales Exeutive
- SEO Manager- Global Agency (Melbourne)
- Senior Paid Search Manager
- Senior SEO Manager – Boutique Agency
- Senior Sales Account Executive – Leading Technology Platform ($100k base + super + comms)
- Digital Marketer – Tech Focus
- Retail Marketing Executive
- Canberra & Darwin digital radio trials extended
- Orchard bolsters senior team
- Seven secures media rights to broadcast Magic Millions Raceday
- Veteran broadcaster Fred Botica returns to Perth station where he began his career
- BBC Worldwide confirms ANZ advertising team
- Carat launches industry project with RMIT
- Ethical Dialogues issues guide to ethical reporting on female genital cutting
- QUT narrows down shortlist to five in $100,000 Innovation Challenge
- Fairfax commentator Mike Carlton resigns after sending abusive messages to readers
With 58 comments
- Calling bullshit on John Oliver's attack on native advertising
With 57 comments
- Ad watchdog misunderstood complaints against 'demeaning' UltraTune ad says change.org petition organiser
With 47 comments
- SMH boss Darren Goodsir asks columnist Mike Carlton to apologise for being rude to readers
With 39 comments
- Woolworths brings back 'Fresh Food People' positioning in first brand campaign from Leo Burnett
With 38 comments
- Sydney Morning Herald apologises for Jewish cartoon likened to Nazi propaganda
With 35 comments
- Mike Carlton calls Daily Telegraph 'scum of the trade' as editor apologises for photoshopping his face on Boston bombing victim
With 32 comments
- Daily Telegraph mock up of Mike Carlton as 'Palestinian' fleeing Gaza attack was originally image of Boston bombing victim
With 30 comments
- Fairfax commentator Mike Carlton resigns after sending abusive messages to readers