News

Ten digital chief calls for industry unity on catch-up TV

Rebekah HorneChannel Ten’s new chief digital officer has called for Australia’s free-to-air television networks to implement a single platform for catch-up TV in Australia.

Rebekah Horne told Encore, in her first interview since taking the role, there are strategic reasons for the networks to work together on IPTV.

Asked if Australia’s TV networks should be implementing one platform, similar to the Hulu model in the US, Horne said: “It would make sense for that to take place.”

The networks previously came close to an agreement via their Freeview alliance which promotes the takeup of digital TV and the new secondary channels. But the likelihood of them working together has since faded.

“I don’t know that the broadcasters would work together but the key thing for them to figure out is the key to the broadcast business and the best technology distribution mechanism,” Horne said.

“It’s more about distribution. The role of broadcasting is to create content and to monetise that content.”

Horne points to the success of web providers like Comcast in the US as a possible model for Australia.

“It would certainly make sense and if you look at Comcast in America you’ve got businesses moving up and down the television value chain,” she said. “Now they are an ISP and have video on demand services with ad support – there are many variations of the business model.

“In a market like Australia, it would make sense for the broadcasters to come together.”

Neither rivals Nine or Seven would comment on Horne’s remarks. However, CEO of SBS Michael Ebeid said he was sceptical that a single platform would ever emerge.

“I would have supported it a while ago when we were all emerging with our platforms but now we are doing 4 million views a month and growing at 30 to 40 percent a year so people are finding our content,” said Michael Ebeid. “The boat has sailed on that one.”

The head of SBS said that while networks like Ten and Nine would have the most to benefit there would be little to gain for ABC and SBS who already have strong online platforms in ABC iView and SBS OnDemand.

“I don’t think you need to have a common platform for people to find this stuff,” he said. “The ABC and SBS are miles ahead on the quality and growth of on-demand services compared to some of the others.”

“I’m not sure a common platform is needed to grow this sector. Audiences are already finding it and they are engaging with us in a much deeper way.”

The debate comes as industry body Freeview continues discussions with the major networks about an aggregated platform.

Encore understands the organisation is currently discussing a number of models and platforms from the UK and Europe.

General manager of Freeview Liz Ross told Encore: “The networks are absolutely working together on our own plans for an industry catch up service. We continue to work together on appropriate solutions.”

The ABC said it would support moves towards a single platform. “I’m disappointed that Australian free-to-air television networks have not been able to work together to create one platform – a place where so much of what is on television is available for catch-up and personalised programming,” said Mark Scott, managing director of the ABC.

“It would have been a great defensive play for when a Hulu type service actually lands in Australia to offer seamless broadband viewing with fresh and archival global content.”

“We did offer to make the iView architecture available in the early days to enable this,” he said. “The ABC looks forward to the continuing discussions.”

One of the key drivers behind a single platform for Australian IPTV has been concerns around piracy. Ten’s digital officer argues that unless action is taken, consumers will continue seek out content using illegal methods.

“There is a recognition that there is a market to be met and that market will find the content wherever it needs to go to find that content,” she said.

“Fundamentally, consumers vote with their feet. We have technology and it’s very easy to access any content you want at anytime and I think that’s just a reality the industry, as a whole, has to address.

“It would make sense that the industry, in my view, create a stronger footprint as a sector rather than be divisive about it.”

 Nic Christensen

Encore issue 5

This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit encore.com.au for a preview of the app or click below to download.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.