Upfronts season: Why 2023 is the year to ‘bounce Seven into the future’; plus a warning shot to social media’s slice: ‘we’re coming after theirs’
The next in line for the Mumbrellacast Upfronts Season stretch, Seven West Media’s Kurt Burnette and Natalie Harvey join host, Calum Jaspan to chat about not just relying on tentpoles to get you through the year, why Kyle ‘creates conversation’, how it is coming after social video’s slice of the pie, the value in retaining Australia’s number one sport and what happens if it goes without one in summer.
Much of the dialogue these past few months has seen the TV Network’s BVOD platforms talked about as the source of soon-to-launch SVOD ad-services incoming ad shares.
The launch of Seven’s new branded channel, 7Bravo, as part of its partnership with NBC Universal is a “game-changer” according to chief revenue officer Kurt Burnette on this week’s Mumbrellacast Upfronts special, as it now sets its sights on flipping the script.
“This is a game changer, because we’re talking about a brand new linear channel, another two and a half million spots of inventory to add to the marketplace, and over 2000 hours driving into 7Plus over multiple years. This is an incredible piece of content news that’s gonna help drive our future for growth.”
I feel there is a lot of wishful thinking in this one, especially when you look at the content our TV networks are pushing vs the likes of Netflix etc…we see the same tired formats from the TV networks – Australian Idol, The Voice, AGT…come ON, seriously? Is that what you believe audiences are craving for? This is not 2001, we are well beyond that.
As an agency bod, I see first hand the excitement of clients around advertising on Netflix – the same can not be said for FTA. And there is a glaring hole in Stepho’s view as to where the $ for digital video may come from…Linear TV is likely the answer, not Youtube, not BVOD, not social….Linear.