The demise of free-to-air television


I have a piece over at the conversation on the appointment of a new CEO at Channel Ten and the demise of free-to-air (FTA) television. In brief, the new CEO seems to be hoisting the white flag and saying ‘the internet has won’. So the interesting issue is the FTA television response. My bet is that they will try to label themselves as ‘essential services’ and get government funding. But this will probably only have an effect once at least one network has gone belly up. Anyway – it will be an interesting decade!

One Response to "The demise of free-to-air television"
  1. Whether FTA dies or not also has to involve the question of whether or not the “older audience” it will mainly cater to can be profitable to advertisers. As you point out, the answer is pretty clear if the advertisers are more interested in younger audiences. But why assume that the same crop of advertisers will be waiting around in 10 years time? At the moment, advertising works well in consumer goods segments that cater to younger people. I wonder if other segments, like European cruise holidays (but more likely new ones), will be more interested in FTA advertising in future. Particularly once their buyers are all retired and watching more tv, and unlikely to be convinced to pay for content. If true, then it would be smarter for the networks to start thinking of new stuff to sell to their demographic.

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