‘There’s a strong role for commercial free-to-air TV’: Free TV on the launch of Clear Ads and the future of broadcast
Clear Ads is the final phase of a two-year transformation Free TV has undergone on its advertising classification and information service CAD. Mumbrella’s Hannah Blackiston speaks with CEO Bridget Fair and director of commercial operations Alison Lee to find out why the body underwent the change, how important it is for clients and what the next 12 months looks like for free-to-air.
Free TV has announced the new branding for its Commercials Advice division (CAD). Clear Ads is the final phase of a two-year process to deliver greater customer focus, a faster and simplified service, and a more streamlined service for the advertising and media sectors.
“It was a change that we wanted to make because of the significant changes we’ve made in the business and the way it operates and we wanted to find something that encapsulated that benefit to our clients and also reflected the change in focus,” Free TV Australia CEO Bridget Fair tells Mumbrella.
Fair: The future of television is bright
“CAD is quite an old business and it was set up initially as a bit more of a tick the box kind of exercise. It’s evolved over time, particularly in the last two years, to being something which helps advertising clients and agencies to navigate quite a complex area and to assist them in getting more of their content to air more quickly rather than it being something that was seen as a bit of a necessary evil,” says Fair.
