Pedestrian Group launches TV channel for Australian youth via 9Now
Pedestrian Group is expanding its content offering with Pedestrian Television, marking itself as the provider of Australia’s only youth-focused video on demand (VOD) channel.
The youth publisher’s latest property contains a portfolio of curated and original content by Pedestrian Group, ultimately allowing viewers to consume movies, music, comedy and much more 24/7.
Specifically, Pedestrian Television’s programming base will draw its content from original news and content published under Pedestrian Group’s brands – The Chainsaw, VICE, Pedestrian.TV and Refinery29.
The Betoota Advocate – the comedic Queensland-based news publication – will also lend its voice to the channel in an official collaboration.
For the CEO of Pedestrian Group, Matt Rowley, the decision to expand the publication’s reach into the TV space was a no-brainer.
“The obvious opportunity is that there’s no TV or streaming service out there dedicated solely to 18-35 year old Australians,” Rowley said.
“What’s even more exciting is the way Pedestrian Television will be rewriting the rule book to create chaotic good TV. Our unique programming will combine the pace and energy of social media, with the curated voice of a TV channel to end streaming decision paralysis for young Aussies.
“This channel will plug young Aussies into what’s going on like no other. We’ll be converging our trusted brand voices in one place to tell the news, give gig guides and hit the streets for opinion in untraditional, lo-fi, fast formats – meaning any viewer can keep up to speed by tuning in for just a few hours a week,” explained Pedestrian Group’s executive creative director, James McManus.
According to McManus, the channel will do more than just keep young Australians up-to-date on the news, it will also bring Australian-created music to the forefront.
“Importantly we’ll also lean heavily into supporting fresh Aussie music, showcasing the diverse talent our country has to offer,” he said.
Accessible via Nine Network’s streaming service, 9Now (on the web, app and connected TV), Pedestrian Television will be free and contain less ads to ensure that brand partners have an easier time connecting with audiences.
Describing the channel as a “game changer”, Rachel Tikey, chief commercial officer at Pedestrian Group said: “Pedestrian Television is a game changer in the art of connecting brands with young Aussies, enabling our clients to harness Pedestrian Group’s renowned native content expertise, now in television format.
“Married with further integrations across our famous websites, events and engaged social presences, we have a truly unique offering in market and one sold only by the Pedestrian Group partnerships team,” Tikey continued.
“We’re already having the time of our life creating killer market firsts with our clients including our launch partner BWS.”
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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