Ten Daily celebrates one year delivering ‘news with benefits’

Today marks one year since Ten’s digital news platform Ten Daily launched and the broadcaster is celebrating with a new tagline - news with benefits. Hannah Blackiston spoke with editor Chris Harrison to find out how the first 12 months have been for the platform.

“The last 12 months of Ten Daily, we’ve been finding our feet, we’ve been finding our voice, finding our personality, but most of all we’ve been finding a fantastic new engaged audience,” says Chris Harrison, editor of Ten’s news and content platform Ten Daily.

The platform launched a year ago and is celebrating its first birthday with a new tagline – news with benefits. This ethos is how Ten Daily made a place for itself in a landscape which was already fairly saturated with news platforms and digital offerings.

Harrison has been with Ten Daily since launch last May

“I knew we had some fantastic points of difference which would help us. I would have been concerned had we been going into a crowded market with the same product that everyone else had, because why would people change habits to come to a new outlet if they didn’t have a point of difference, but we have managed to bring people to Ten Daily and keep them there.”

“We offer a little bit of what everybody else is doing, because you have to be across breaking news, you have to be across national conversations, but there are so many other reasons for people to come to our product that I wasn’t concerned about the crowded market.”

Harrison says it’s the strength of the journalists and the other brands under the Ten umbrella that bring consumers to the platform. He mentions Studio 10, The Project, 10 News First and their journalists and personalities that audiences respond to and want to hear more from. But Ten also now has a chance to own its content from reality shows too: The Bachelor, Bachelor in Paradise and I’m A Celebrity… Get Me Out Of Here. Shows which have launched a thousand recappers and been fodder for other platforms are now providing audiences for Ten Daily.

The site hits a lot of the same demographics that Ten itself does. They’re younger, they skew female and they’re engaged in the content.

“80% of our users access Ten Daily on mobile, 58% of our users are between 18 and 44, of which 62% are female and 38% male. So they’re in that key demographic.”

“What we’ve managed to do with the Ten Daily platform is integrate all our national network products and put them through a sieve if you like. We’ve got Studio 10 and The Project and you could argue those are very different demographics, but we’ve managed to pull those two products together and sit them on the website and appeal to a very broad reader base and demographic by choosing the best bit of each.”

Ten’s chief sales officer Rod Prosser says Ten Daily has given the broadcaster the chance to offer a wider range of commercial opportunities and create unique opportunities for brands.

“We can be really different and creative when it comes to advertising on Ten Daily. We’ve seen a lot of success with commercial content opportunities like native advertising, particularly when it’s aligned to a broader show partnership. It’s a hat-tip to the great content the team puts together, the young, digital-savvy audience the site attracts and the way this audience likes to interact with brands,” said Prosser.

The platform is still in the process of working with Nielsen to implement the tracking which will see it included in the Digital Content Ratings, so is currently relying on internal measurement means. During this time, Ten is reporting there has been significant growth each month, something it hopes will continue.

Harrison says going forward it’s business as usual for Ten Daily. With the new tagline in place and the first 12 months successfully under its belt, Harrison is confident the next year will continue to deliver the growth the platform has enjoyed to date.

“We’ve really launched ourselves as a brand in a crowded marketplace and we’ve survived. I will be amazed if we don’t at least double our numbers by the time we’ve got two candles on the birthday cake next year. We’re going to be an even better news story than we are already.”


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