Australian television is at a crossroads

Lee Stephens, executive chair at Meerkat Media, argues the Australian television industry is facing a similar battle to the one print media dealt with a decade earlier.

Last month, prolific Signal media commentator Ben Shepherd predicted that TV in Australia may only have three years of viable profitability left. This prediction followed Kim Portrate’s departure from Think TV and Paramount 10 stepping away from the peak body, launched a decade ago to promote TV’s dominance in influencing consumer consideration and purchase.

Importantly, Think TV commissioned valuable research on the power of ‘addressable TV’ – the power of linear and on-demand TV viewership combined. On the split of Think TV, Shepherd noted that “TV operators need to be working more closely together than ever. They appear on the outside to be splintering even more.”

This piece sits behind Mumbrella’s subscriber paywall beyond the excerpt above – read the full analysis at the link below.