StW: TikTok crackdown; Consumers’ sauce sacrifices; Free-to-air ads slump 17%; ABC ups its marketing spend
Welcome to Start the Week, our Monday scene-setter for the week ahead. Today: TikTok piles the pressure on the television industry as US legislators put the squeeze on the short form video platform; the TV revenue slump still hasn’t hit bottom; how consumers are making brand compromises in the cost of living crunch.
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Tim, here is a thought as to why the AFR reported that the TV networks lost 83pc of young viewers to Tik Tok & YouTube.
There is a very simple reason. When COVID hit Paul Fletcher cancelled Australian Children’s FTA obligation on the commercial stations and it has not been re-installed. Sadly the streamers have no obligations. It has also wiped-out the majority of Australian kids production companies. (Maybe apart from Bluey).
So, why are reporters wondering why the kids aren’t watching TV any more?
Ask yourself … what is more important … the bottom line or kids futures?
That theory makes sense, JG. If the networks don’t build the habits in the young, then why expect them to develop it later?
Exactly Tim.
Imagine if/when Sport is open to the global market with local FTAs not being able to match the behemoth multi-billion dollar global content owners (often not producers).
I assume that AFR would then raise the bugle that commercial sport is now 10% of few years ago while, meanwhile we are all glued to watching fiddle-sticks (with betting ads of course.
JG.