Ten unveils new sales proposition and increases focus on under 50s
Network Ten boss Paul Anderson is hoping his new sales team will be out in market drinking the Ten “kool-aid” and operating as “evangelists of the brand”.
Anderson, who alongside newly appointed chief sales officer, Rod Prosser, revealed another five key sales appointments and a new sales proposition this evening, said having brand “evangelists” hadn’t happened in the partnership with Multi-Channel Network.
The new sales department will go to market in a totally different way to when Ten worked with MCN
“What we will get with Rod and his team, is well over 100 people out in the market [having] drunk the Ten kool-aid on all of our shows and out there as evangelists selling our product,” he told Mumbrella.
“We don’t have that at the moment because they have a whole bunch of other things in their bag of tricks that they [MCN] are selling, which don’t belong to Ten. So they don’t sell in that same evangelical way.”
Last month, Ten revealed Damon Jackson as Melbourne sales director, Angela Neville as Brisbane sales director, MCN’s Cameron Mudge as Adelaide sales director and MCN’s Paul Townsend as Perth sales director. The business has also named ARN’s former agency sales director, Nisar Malik, as sport sales director.
Sydney’s sales director, national sales director and director of Ten Interactive were not announced. Mumbrella understands Lisa Squillace, Seven’s former director of program partnerships, was set to become national sales director. However she is currently disputing a non-compete period.
The sales team will operate in five divisions, Ten Effect, Ten Imagine, Ten Exchange and Ten Interactive, which will be led by Tamar Hovagimian, Michael Stanford, Grant Madigan and CBS Interactive respectively.
Ten sales boss Prosser said the network would be going to market in a “totally different way” to the how it operated as part of the MCN joint-venture. Network Ten announced it would ‘disengage’ with Multi-Channel Network after three years in August. Previously, MCN handled all sales representation for Ten Network, and Ten had a 24.99% share in the business. However following CBS’ acquisition of the network, the decision was made to bring it back in-house under newly appointed chief sales officer, Prosser.
MCN – previously a joint venture between Ten and News Corp’s Foxtel and Fox Sports – unveiled its rebrand and re-structure last week.
“This is us selling Ten and Ten only and all its assets. From a go-to market point of view, we will represent Ten the way that we should,” Prosser said.
“In terms of what else we have around the sales unit is all these bespoke specialised units. Some of those Ten had in the past, but a lot of the others are new.
“We’ve got the great content now under-pinned with a very aggressive sales department, ready to sell with the right rigour around it. We are ready – we’ve employed 100% of our sales leadership team, obviously withstanding there’s been a couple we haven’t been able to officially announce.”
Ten will also seek to build a greater portion of revenue share in market, after falling in fiscal year 2018. For fiscal year 2018, Ten accounted for 23.3% to total revenue share across the free-to-air commercial networks, down on FY17’s 24.1%.
At the same time, Ten said it would focus on targeting the 16-39 and 18-49 demographics, a move away from its 25-54 proposition.
Ten’s Anderson told Mumbrella that the business has always reached audiences that were “significantly different than commercial rivals Nine and Seven.
Ten viewers are ‘more engaged’ with their programs, says Ten’s Anderson
“Our audience, you only have to look at social media – Twitter and the likes – when Survivor and The Bachelor are on, our audience is far, far more engaged in our programming. We are just being out, loud and proud around that demographic, which we know is becoming harder and harder to attract,” Anderson said.
To better achieve this, Ten has also signed a partnership with Tealium, which it hopes will help establish rich data segments.
“We’ve been member-gating or collecting our first-party data really seriously from April of this year. We now have close to 3m active subscribers, which gives us a really good base. Obviously we are just getting serious about our data strategy. We expect that to sky rocket into next year,” Prosser said.
“We’ve got a very socially engaged audience so we now with Tealium and our data team, will have a proposition that will go into market in January around addressability across all our digital platforms.”
While the biggest cohort with most money is the baby boomers Ten will increase focus on the under 50s.
Sheer genius.
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Does Rod Prosser know where that “drink the Kool Aid” line comes from? Google Jonestown. It means to be convinced of a doomed and suicidal notion and be willing to act on it. Poor Ten team.
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Hello
Like most of the other TV viewers here, I’m NOT a fan of your new channels, I don’t like the changes at all! But the absolute worst one of all is Peach! Why on earth would you name a television station after a piece of fruit? What do the programs on that channel have to do with a piece of fruit? 10 Boss makes you think of certain shows that may be played on this channel, however, will all of the programs shown on this channel really be able to fit under just one heading? Boss? I’m sure 10 daily won’t only have programs on it that are on every day, because really, apart from the news which is on 7 days a week, what else is on every day of the week. Seriously WTF?
With 1, 10 and 11, you didn’t have to try and put each of your shows onto a channel with one heading. Not all shows can fit into the few headings you have! You don’t need headings when it’s just a simple channel number to remember! I feel the way you initially had it, 1, 10 & 11 were heaps better and lightyears ahead of this new change.
Sure, if you are after a change, changing the style of the logo is good, maybe changing them all to the same shape & font, but with different colors might have been a nice refreshing change, but to completely rename everything seems crazy.
What’s that saying “if it ain’t broke, don’t fix it” sure rings true, and if a particular station is not performing as well as you’d like, maybe you need to look at the content, not the name of the channel. l used to feel that network 10 was innovative, fresh, unique, a leader, not a follower, and the stations made sense,
You didn’t need any words after the number, it was neat, clean & most importantly, clear and understandable, adding words to the same number just complicates it, and makes it harder to remember which of the channels of 10 something was advertised on, as they all start with the same number now. We wouldn’t confuse 10 with 1 or 11, as they are different enough but still easy to be identified!
Now it feels like you’re just copying 9 & 7, how they have 9 Gem, 9 Life, 9 Go, 7 Two, 7 Mate, 7 Flix etc. Network 10 always seemed far more original and out there, not just following the leader, but going out on their own path and being an individual. .
I sure hope 9 & 7 don’t follow on with your theme, who knows, we might get 7 Strawberry, and 9 Nectarine next. It’s just stupid!
Yes, l do agree with MAN ON THE STEEET and OLD HEAD’S comments, that it’s more about the content on the station, not what it’s called, But if you can’t identify with the name of the channel, it will then be harder to remember.
I do think, after getting so used to the channels One and Eleven, we all know they are a part of the ten network, but it was very clear what station was what. But, having all the stations now named 10 plus a word, getting the right station can be confusing, especially if you cross promote programs from other 10 channels to all of your 10 stations. If I’m in the kitchen, & have the TV on 10 Boss, and I hear an ad for something coming up on 10 Peach, but didn’t hear the word peach, then I could potentially record the wrong channel as all I heard was 10. But, if I’m watching channel 1 and hear an ad come on for something at 7.30pm Friday on channel 11, then there’s no confusion or second guessing ! It’s clear, precise and to the point without information overload.
GARY, STEVE B and JANE, I absolutely enjoyed your comments, they were so well written and express my feelings exactly, well done, very creative writing, i loved it!
Let’s all cross our fingers and hope that 10 can see they had it right in the first place and fix what IS NOW BROKEN, as it looks like a ton more viewers are unhappy about these changes than the few who like it !
Well, that’s just my 2 cents worth!
If you got to the end of this message, congratulations.
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Hello
Like most of the other TV viewers here, I’m NOT a fan of your new channels, I don’t like the changes at all! But the absolute worst one of all is Peach! Why on earth would you name a television station after a piece of fruit? What do the programs on that channel have to do with a piece of fruit? 10 Boss makes you think of certain shows that may be played on this channel, however, will all of the programs shown on this channel really all be able to fit under one heading? I’m sure 10 daily won’t only have programs on it that are on every day, because really, apart from the news which is on daily, what else is on every day of the week. Seriously WTF?
With 1, 10 and 11, you didn’t have to try and put each of your shows onto a channel with one heading. Not all shows can fit into the few headings you have! You don’t need headings when it’s just a simple channel number to remember! I feel the names you initially had, 1, 10 & 11 were heaps better and lightyears ahead of this new change.
Sure, if you’re after a change, changing the style of the logo is good, maybe changing all logos to the same shape & font, but with different colors might have been a nice refreshing change, but to completely rename everything seems ridiculous..
What’s that saying “if it ain’t broke, don’t fix it” sure rings true, and if a particular station is not performing as well as you’d like, maybe you need to look at the content, not the name of the channel. l used to feel that network 10 was innovative, fresh, unique, a leader, not a follower, and the stations made sense,
You didn’t need any words after the number, it was neat, clean & most importantly, clear and understandable, adding words to a number just complicates it, and makes it harder to remember which channel 10 something was advertised on, as they all start with the same number now. We wouldn’t confuse 10 with 1 or 11, as they were different enough but still easily identifiable!
Now it feels like you’re just copying 9 & 7, how they have 9 Gem, 9 Life, 9 Go, 7 Two, 7 Mate, 7 Flix etc. Network 10 always seemed far more original, not just following the leader, but going out on their own path and being an individual. .
I sure hope 9 & 7 don’t follow on with your crazy theme, otherwise, who knows, we might end up with 7 Strawberry, and 9 Nectarine next. Isn’t it stupid!
Yes, l do agree with MAN ON THE STEEET and OLD HEAD’S comments, that it’s more about the content on the station, not what it’s called, But if you can’t identify with the name off the channel, it will then be harder to remember.
I do think, after getting so used to channels One and Eleven, we all know they are a part of the ten network, but it was very clear what station was what. But, having all the stations now named 10 plus a word, getting the right station can be confusing, especially if you cross promote programs from other 10 channels to all of your 10 stations. If I’m in the kitchen, & have the TV on 10 Boss, and I hear an ad for something coming up on 10 Peach, but didn’t hear the word peach, then I could potentially record the wrong channel as all I heard was 10. But, if I was watching channel 1 and heard an ad come on for something at 7.30pm Friday on channel 11, then there’s be no confusion or second guessing ! It’s clear, precise and to the point without information overload.
GARY, STEVE B and JANE, I absolutely enjoyed your comments, they were so well written and express my feelings exactly, well done, very creative writing, loved it!
Let’s all cross our fingers and hope that 10 can see they had it right in the first place and fix what IS NOW BROKEN, as it looks like a lot more viewers are unhappy about these changes than the few who say they like it !
If you made it to the end of this message, thank you for reading.
Well, that’s just my 2 cents worth
Happy days
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Could you please repeat an episode of Frasier (love it – keep playing repeats) from about a week ago. I did not see the start but it was “Niles” in apartment by himself and he tried to iron his trousers. It was brilliant. I was crying with laughter. His timing was impeccable. Could you repeat it but let me know beforehand when it will be on 11 -10 peach. The new channel names are fine with me.
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