Prime Media CEO: ‘Regional TV market is not developed enough for HBBTV’

June 3, 2014 2:32

CEO of regional broadcaster Prime Media Ian Audsley has explained his decision to withdraw from the industry television body saying he does not believe the market is ready for internet enabled HBBTV.

As Mumbrella revealed this morning, Prime surprised many in the industry by announcing it was withdrawing from Freeview, which is currently readying for the launch of FreeviewPlus, its new internet-enabled TV service.

“We’re not the first regional broadcaster to pull out of Freeview,” Audsley told Mumbrella this afternoon, citing Win’s decision to pull out of the industry body two years ago.

“It is conditional for Freeview membership that shareholders participate in HBBTV and we’re of the view that the regional television market is not developed enough to support HBBTV at this time.”

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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