Bauer Media and Ten to launch new car-themed television show
Bauer Media and Ten will launch a new television show, WhichCar TV, in early 2019.
The show will commence on January 13, and will feature car adventures and reviews as well as insights into car culture. It comes three months after the launch of WhichCar.com.au, which saw all of Bauer Media’s car brands united under one website.
WhichCar TV will run on Ten from January
It also follows the formation of a new editorial team which focuses on new car consumers, intenders and owners, including editor Glenn Butler and journalists Tony O’Kane, Daniel Gardner and David Bonnici.
Ged Bulmer, Bauer Trade Media’s general manager of motoring and Glenn Butler, channel director of WhichCar, will lead the creative direction of the show.
Bauer Trader Media general manager, Terry Williams-King, said the television show was the next phase in WhichCar’s expansion strategy.
“We are thrilled to be working with Network Ten to bring Australians a show highlighting the incredible variety of new cars in Australia today. We are also proud to have the support of our major sponsor Continental Tyres on this exciting journey with us,” Williams-King added.
“Bauer’s great motoring brands – from WhichCar to Wheels, 4X4 to Unique Cars – have already established themselves as leaders in video storytelling via the WhichCar.com.au website. Bringing those skills to a wider television audience is a natural next step.”
Ten and Bauer Media are the latest businesses to venture into branded series. Earlier this month Foxtel announced a new travel series, Imagine This, with Imagine Cruising. Ten currently runs Luxury Escapes on Saturday evenings, and in August, Nine announced the launch of a new series with Helloworld Travel Limited, Hello World.
TEN did well in the 10 episode Drive TV series in 2005, which not only aided the Drive web site against Carsales, but also had an amazing 52% female skew. Bauer and TEN should make a good fist of this given the lack of competition in the space. Another astute sidestep and go ahead move by TEN. Pity TEN has so many more holes to fill.
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Great initiative by the creators of Wheels and Motor, I really hope they include some of the great content produced by the Street Machine team. Sure to be a hit.
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