2023: Total Video and Tackling MAFS: Seven’s Angus Ross and Kurt Burnette wrap up the year
The year 2023 witnessed significant transformations in the television industry as linear ad spends declined, and advertisers sought out new platforms to target audiences. It became a year marked by intense competition for content, sports rights, and viewership metrics.
To gain insights on the year’s developments, Mediaweek recently spoke with Seven’s chief content officer, entertainment programming, Angus Ross, and chief revenue officer, Kurt Burnette.
Reflecting on their success, Ross expressed pride in the network’s achievements, including finishing as the number one network for the third consecutive year, both nationally and in metro areas. He particularly emphasized their hit show The 1% Club, which showcased versatility by thriving in various time slots, even when pitted against major events like The Block finale and the World Cup final.
Burnette focused on the rise of premium video as a dominant trend in 2023. He highlighted the convergence of total video offerings and projected its exponential growth over the next five to ten years, noting its impact globally.
Ross emphasized the importance of catering to their target audience, referring to middle Australia. He noted that shows aligning with their strengths resonate well and deliver the best results.
In terms of consumer trends, Ross observed the declining popularity of adventure reality shows. He acknowledged that many shows in this genre had underperformed, leading networks to reconsider their focus for the upcoming year.
Discussing brands’ preferences, Burnette highlighted their increasing desire for certainty within a brand-safe environment. Advertisers now seek effective and efficient ways to create a return on investment, making it crucial for media networks to offer tailored solutions that guarantee results.
Ross addressed the evolving viewer preferences, emphasizing the delicate balance between linear and BVOD (broadcast video on demand) content. He cited Big Brother and its successful online companion, Big Brother Uncut, as successful examples of simultaneously catering to different platforms. Ross noted the importance of promoting shows on the main channel to drive viewers to digital platforms, ensuring they do not remain in a vacuum.
Looking ahead to 2024, Burnette outlined Seven’s strategic plan to maintain their leadership position. As the number one network, they aim to increase their reach and provide more opportunities for advertisers by capitalizing on their large audience base.
Ross identified competing against the popular show Married at First Sight (MAFS) as their biggest challenge next year. However, he remained optimistic that they would continue to grow their share and maintain their top position throughout the year. With a different AFL schedule, more episodes of Australian Idol, and the successful The 1% Club, Ross believes that, excluding the Olympics, they will be the number one network in 2024.
Aside from maintaining their position, Seven also aims to bring major sports, including AFL and cricket, to their streaming platform, 7Plus. Ross believes that this addition will make their platform unbeatable, especially when combined with the success of their drama and tentpole shows.
As the year draws to a close, Seven’s executives remain committed to embracing the changing landscape of television and providing viewers with compelling content while attracting advertisers through innovative strategies.
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