MFA TV Foundations course launches to train industry on ‘changes in the way TV is traded’

The Media Federation of Australia (MFA) has launched a new, 10-week course to address the “rapidly changing nature of TV advertising” and “upcoming changes in the way TV is traded”.

MFA Television Foundations will set a benchmark for TV media buying proficiency, the MFA said, covering the ins and outs of TV planning and trading, factors influencing the cost, broadcast video on demand (BVOD), and evaluation, measurement and reporting.

“In a constantly changing media landscape, TV trading remains an extremely important skill for the media industry,” MFA chief executive Sophie Madden said.

“TV will soon be traded in new and dynamic ways and the MFA’s ambition is to ensure media buyers are ready for the changes.”

The course’s trainers

The format will mimic that of the MFA’s Digital Foundations course, which 49% of media agency staff – or 1,800 people – have completed since its launch three years ago. Digital Foundations has a 88% pass rate across 34 exams.

“MFA Digital Foundations has been a huge success in providing a consistent level of digital knowledge and confidence across all levels of agency staff, and our intention is to do the same with television,” Madden added.

With support from Think TV, all MFA member agencies were involved in developing and testing the course materials. While it “has been designed for all levels”, it’s particularly helpful for media agency staff, marketers, and TV sales teams with less than two years’ experience, according to the MFA.

Registration is now open for the twice-yearly, online course, with the inaugural semester starting on 13 July and the Spring semester in September. It concludes with a closed-book exam, resulting in certification for those achieving a result of 80% or above.

Experienced TV traders from member agencies will deliver the content, including: Mark Dawson (Initiative), Belinda Sprowles (Mindshare), Tahnee Fleming (PHD), Amy McDonald (OMD), Anna Higgins (OMD), Annabel Gelardi (PHD), Emma Georgievski (Magna Global), Octavio Martinez (Wavemaker), Katherine Pochroj (Mediacom), Jodi Fraser (Publicis Media), Benni Lucas (PHD),  Sam Coughlan (The Media Store), and Karina Langley (UM).


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