News

Think TV and News Media Works merge to form the Premium Content Alliance

Industry bodies Think TV and News Media Works will merge later this year to form the Premium Content Alliance.

The new industry body, titled the Premium Content Alliance, will be headed by current Think TV CEO, Kim Portrate. Michael Miller, the executive chairman of News Corp, will be the inaugural chair.

Michael Miller (inaugural chair) and Kim Portrate (CEO)

For now, the industry body is made up of stakeholders from Think TV (Ten, Nine, Seven, Foxtel and Foxtel Media), and News Media Works (Nine, Seven West Media and News Corp).

The Premium Content Alliance will be divided into three subdivisions – Think TV, Think News Brands (formerly News Media Works), and Think Premium Digital.

Premium Content Alliance’s Structure

Think Premium Digital “will demonstrate the power and effectiveness of advertising in premium digital content to help advertisers grow their brands and deliver business results”, according to the body.

Think TV will continue its efforts to convince marketers of the power of advertising on television, while Think News Brands will produce research to demonstrate the power and effectiveness of advertising in brand-safe, trusted news environments.

Existing CEO of News Media Works, Peter Miller, will join the premium content alliance in a senior strategy role.

Other staff of the existing organisations are eligible for roles within the new super body, however external talent may be brought in.

In an interview with Mumbrella, Portrate said the coming together of Think TV and News Media Works wasn’t about rationalisation or cost-cutting, but instead came about to make life easier for marketers.

Members of the Premium Content Alliance

“Australia’s premium content creators have come together to protect something all Australians hold dear: professionally produced content – from news through to the entertainment programs they love – across broadcast, print and online publications,” she added via a statement.

“Ensuring the future sustainability of these treasured assets – in light of the business practices of global digital platforms – is critical today, tomorrow and into the future. It’s time to stand together to champion the value of locally produced premium content to brands.

“What we’re launching today is so much more than an organisation. We’re launching a crusade to protect something beloved by our community.”

Miller added: “Media companies today are multi-media businesses, and Australian advertisers are seeking media partnerships that provide wholistic marketing solutions. Marketers require campaigns that bring together effective combinations of broadcast, digital and news media.

“This new industry alliance will provide advertisers, agencies and marketers with clear evidence of how best to use media combinations for their product or service, in a varied range of trusted media environments.

“The Premium Content Alliance will support companies to utilise trusted media and premium content to grow their reputations, customers and businesses.”

The Premium Content Alliance inaugural board members:

  • Patrick Delany, CEO, Foxtel Group
  • Paul Anderson, CEO, Network 10 and Executive Vice President ViacomCBS Networks Australia & NZ
  • Rod Prosser, Chief Sales Officer, Network 10 and ViacomCBS Networks Australia & NZ
  • Michael Miller, Executive Chairman, News Corp Australasia (Inaugural Chair)
  • Damian Eales, Chief Operating Officer – Publishing, News Corp Australia
  • Hugh Marks, CEO, Nine
  • Michael Stephenson, Chief Sales Officer, Nine
  • James Warburton, CEO, Seven West Media
  • Kurt Burnette, Chief Revenue Officer, Seven West Media

Think TV board members:

  • Mark Frain, CEO, Foxtel Media (Chair)
  • Rod Prosser, Chief Sales Officer, Network 10 and ViacomCBS Networks Australia & NZ
  • Richard Hunwick, Director of Sales – Television, Nine
  • Kurt Burnette, Chief Revenue Officer, Seven West Media

Think News Brands board members:

  • Damian Eales, Chief Operating Officer – Publishing, News Corp Australia
  • Chris Janz, Managing Director – Publishing, Nine (Inaugural Chair)
  • Nathan Cave, Chief Advertising Officer, Seven West Media

Think Premium Digital board members:

  • Nev Hasan, Director, Advanced Advertising, Foxtel Media
  • Sophie Hicks-Lloyd, Digital Sales Director, Network 10
  • Neil Robinson, Managing Director – Digital, News Corp Australia
  • Nick Young, Director of Sales – Digital, Nine
  • Gereurd Roberts, Chief Digital Officer, Seven West Media (Inaugural Chair)
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