Q&A with Kim Portrate and Michael Miller: Does the industry need the Premium Content Alliance?
This week, it was revealed Think TV and News Media Works will merge to form a new organisation: the Premium Content Alliance. The move, it was said, would simplify life for marketers and enable premium media organisations to better pitch their purpose and performance to advertisers. A number of questions remained though.
Here, new CEO of the organisation Kim Portrate, and inaugural chair, Michael Miller, talk about why they believe the organisation makes sense, which other organisations could get involved in the future, and if News Corp has any difficulties pitching itself as ‘premium’. They also address if more should have been done to get more women onto the board.
INTERVIEW:
Kim Portrate, CEO of Think TV and now the Premium Content Alliance (KP)
Michael Miller, executive chairman News Corp Australia and inaugural chair of the Premium Content Alliance (MM)
Vivienne Kelly, editor, Mumbrella (VK)
Opening comments
MM: Increasingly we were having discussions across our various media investments that were shared in common. And so [we were] increasingly seeing those two organisations trying to achieve shared outcomes, and in line with our digital brands as well, similar for the shared objectives at an industry level, and thus the opportunity to bring them together, which is not just from a business point of view, but particularly from a marketer and an agency point of view that they’re asking questions across various media, whether it be research, insights and understanding the dependencies between both.
“One thing I did notice, Kim – and you know it’s both my favourite topic and my most hated topic, but I have to bring it up – but you very much stand out in the list of of people on the board, in that it is mostly men.”
Some corrections:
1. Kim isn’t on the Board – she answers to the Board.
2. The Board is ALL men. They have three sub-boards…let’s called them committees because that’s what they are, that include ONE woman.
3. The “Board” is a committee of media owners…not a true Board as would be required in any other corporation, including independent Board members who can bring external expertise and perspectives.
There’s no diversity, no independent governance and frankly, no credibility.
Hi Rick,
Thanks for the correction, and apologies for the error in my clumsy wording. I’ll leave it up, as it’s the transcript of what I said at the time, but I appreciate the clarification.
Vivienne – Mumbrella
I’m not disappointed in Kim Portrates ridiculous response to your question about not having enough women on the Board. It’s what i’d expect from her. I’m disappointed that Mumbrella let her get away with her wishy washy response. For a newsletter who prides itself on pushing boundaries, this is not good enough.
Hi,
Thanks for the feedback. I somewhat agree and would have loved to have more time to push further on this.
From what I can see though, we were the only trade to ask the question and publish the response. I completely agree more could have been said/ done, but perhaps this can act as a starting point.
Vivienne – Mumbrella
Perhaps rather than focusing on Kim and Viv address your complaints at the men involved?
Kim’s response to diversity would be wonderfully inspiring to every woman working in a media agency, day in day out buying inventory across this boys club. Or all the women within the member organisations S
“We need to focus on getting the job done” *eye roll*
All I see is major deflection from these two every time Vivienne asks a meaty question. This interview should have been good, but these two kept it as bland as a NewsCorp agency update.
And they wonder why the industry simultaneously laughs at and distrusts NewsCorp and the “Premium Content Alliance”.
That’s right team, keep living up to those stereotypes.
Expect better from you Mumbrella.
Rather than publish what was provided, this could have been a great conversational interview
Makes our agency investment in the MFA and IAB even more important. Credible resources and support for the industry with strong female leaders on their boards.