Adam Boland partners with Australian Academy of Science for social-driven publishing strategy

Adam Boland’s new short form video venture Media Holding Group has unveiled its first major project, helping the Australian Academy of Science launch its social-led publishing strategy.

Boland was for a time one of Australia’s best known TV executives as the creator of Seven’s morning juggernaut Sunrise and later Ten’s brief morning venture Wake Up. More recently he was head of video at News Corp’s News Digital Networks Australia before moving to Canberra earlier this year.

Boland will work with the Academy and former supervising producer at Seven’s Sunrise Paul Richards, to drive science-based video content through the Australian Academy of Science’s social channels.

Yesterday the AAS published an explainer on the collision between two neutron stars, which has been one of the big astronomy events of the year. At the time of posting the piece had already had more than 20,000 views.

Boland told Mumbrella: “I think the Academy deserves credit for trying to cut through the daily noise with stories that are verified by scientists, stories that help us understand the wider world. It has never been more important to have information that is reliable. I am truly humbled to be helping with that mission.

“Australia is home to some of the brightest minds on the planet. I love that we’re getting to tell their stories. The content is remarkably diverse but remarkably relevant to everyday life. It serves as a good reminder that science really is everywhere.”

adam boland seven mumbrella

Boland: Telling scientific stories

As part of the initiative, the Academy will aim to publish scientific videos, articles and infographics, across social media channels, which aim to lead viewers to its website.

The Media Holding Group will make short form video content in partnership with the Academy communications team, who will work on instant articles, infographics and images.

Content will be delivered across social platforms including Facebook and Chinese speaking media platforms Weibo and Toutiao, aiming to deliver “credible and verified” content to the public.

Academy president Andrew Holmes said every person should have access to understanding science.

“Science is all around us and we want people to discover that. However, we recognise that often the way science is presented can be hard to understand and somewhat dull – we’re about to change that,” Holmes said.


“Through entertaining and informative content we hope to spark many more conversations about science – an engaged public is so important at a time when science is at the centre of so many critical public policy decisions,” Holmes said.

“The rise of ‘fake news’ has also caught audiences in the middle of a tug-of-war between authenticity and click-bait. We believe credible and verified content has never been more important, to meet a renewed public appetite for scientifically sourced information.”



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.