Q&A – Rikkie Proost

In a Q&A that first appeared in Encore, Rikkie Proost, executive producer of Seven’s My Kitchen Rules, talks about the everyman in Australian media.

Who is the most powerful person in Australian media and why?

No brainer… Joe Bloggs. The everyman. The person that holds the remote, that buys that publication, that tunes into the radio station. Their decisions have massive influence over what stories are being told, how they are being presented and, most importantly, ad spend.

What one medium could you not live without?

There’s often talk about the necessity for faster, smarter media consumption and it’s said this notion will mark the end of the book. However, there’s something fundamentally reassuring about the simplicity of a good book. Especially when it allows us to escape into a timeless place (oh the luxury) where we can unplug and defragment.

 Your one guilty media pleasure?

My wholehearted investment in a brilliant TV series. With a penchant for sheer fantasy, produced with intelligence and attention to detail across all disciplines; art dept, wardrobe, makeup, scripting, directing etc.

Game of Thrones springs to mind.

The next big industry trend is…

We’ve recently seen the rebirth of event TV, some say driven by social media and multiscreen engagement. It would seem that audiences enjoy sharing in, and interacting around, their favourite shows. This social TV culture is fast growing and evolving (as technology does) and audiences will keep demanding new and fresh content and experiential, interactive tools. Watch this space.

 If you weren’t doing this for a living what would you be doing?

Telling stories in a different way.

Your best piece of career advice…

If you have the smarts and the work ethic then you’re on the right road. Sprinkle in a good dose of respect, communication skills and good attitude and you’re on the right ride.

 If you could poach any one person, who would it be?

I’d poach Robert Mugabe and then slow roast him too. But lets keep politics out of this shall we?

 Would you recommend working in this industry to your kids?

They’ve lived and breathed this industry, through me, their entire lives. They understand it’s not for the faint hearted – it’s all consuming – but also how satisfying and rewarding it can be. I think both my kids are well-informed enough (already) to make that decision by themselves.

What is your favourite Aussie ad?

The Big Ad for Carlton Draught is an all-time classic. Large scale, clever and very funny.


This feature first appeared in the tablet edition of Encore. To download click on the links below.


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.