ABC poaches Nine reality TV boss Adrian Swift

Adrian SwiftPublic broadcaster the ABC has poached the Nine’s reality TV boss Adrian Swift in a surprise move, appointing him as head of content and creative development.

Swift had run many of Nine’s biggest franchises of the last few years and is credited with being behind programs including The Voice and Big Brother, which have helped lead a revival at the TV network. Two days ago he spoke to Mumbrella about Nine’s plans to revamp The Voice after disappointing ratings for its finale.

“Adrian is one of the most highly regarded production executives in the country,” Richard Finlayson, director of ABC television in a statement. “His experience across public broadcasting, digital media, and in building broad, engaging shows for Nine, gives him a unique perspective to lead ABC Content into the challenges ahead.”

“He’ll be joining a first class team of creative leaders, with a slate in good health and we are delighted to have him on board.”

Swift’s new role sees him head all of the ABC’s TV content and take a central role in programming. He has had previously worked in public broadcasting for SBS, first as a journalist in the newsroom and later as head of sport where he acquired the Australian rights to the Tour de France.

He also has a strong international background includes a decade working in the UK where he was co-founder of etv, a leading media, production and strategy company.

‘Nine has been a big part of my career from my early days as a reporter, to becoming a producer, to my latest executive role, “ said Swift. “The past three years working with Michael Healy, David Gyngell, Andrew Backwell and the team at Nine have been a highlight.

“Joining the ABC is very much a creative decision. To have the ability to help the National broadcaster in its significant role in reflecting and defining Australian culture through the most powerful medium of all – television – is an opportunity I just couldn’t turn down.”

Nic Christensen



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