Kerry Stokes-controlled Seven West Media is pitching its all-in approach to free-to-air television as an asset to advertisers, with CEO James Warburton saying that the network is not captive to the distractions of newer broadcast formats, like streaming.According to Warburton, Seven’s main competitors, Ten and Nine (the owner of this masthead), are “probably a little bit distracted with the other bits they’ve got”.Seven boss James Warburton.CREDIT:JAMES ALCOCK“They don’t talk a lot about just television. Whereas us, it’s what we eat, sleep and breathe.”Warburton spoke to this masthead before Seven’s annual Upfront event last week, where the network pitched its slate of programming to media executives in a bid to secure a chunk of tighter advertising dollars.Backed by the network’s staple performers, Home and Away and The Voice, Warburton points to Seven’s claim as the “number one free-to-air network”, based on this year’s TV ratings survey period.It’s an important metric, given Warburton’s real challenge is to remind advertisers that television remains an unmatched place to reach audiences at scale.Ten/Paramount will pitch to advertisers this week, showcasing its free-to-air product, alongside content on affiliated streaming service, Paramount+. Meanwhile, Nine, which made its pitch in September, has assets in streaming (Stan), radio and newspapers, including this masthead.Warburton reckons these other assets should be seen as a distraction from the main event, and that’s television.But his upbeat tenor belies the pressure the television industry continues to face from global and digital competitors. Meanwhile, the advertising pool is continuing to shrink, with total revenue across the year ending June 30 dropping 7.9 per cent.AdvertisementIn a $3.6 billion market, Seven remains a powerhouse, but its long-term viability looks increasingly wobbly. While Seven does own Perth-based masthead The West Australian, it’s lack of diverse assets, particularly in the premium streaming space, means it will continue to be reliant on revenue from freely accessible news, sport and entertainment.However, across the past 12 months, market sentiment on global streaming SVOD (streaming video on demand) services has soured, and Warburton believes Seven can focus on what it does best by not being weighed down by the “pain” involved with such products.Seven is rolling out a new reality format, Made in Bondi, in 2024.“I’m not a believer in last-mover advantage, I’m too aggressive for that,” he says, but in this case, “it exists”.Seven did mull the streaming opportunity, working with NBCUniversal at one time to partner on a local launch of the latter’s streaming service, Peacock. NBCUniversal eventually decided that licensing made more sense. Now, global giants like Disney are rethinking their commercial models, freeing up some of their content to be licensed across other platforms and allowing the US heavyweights to turn their intellectual properties into dollars, even as their streaming platforms start to stutter.Dr Chris Brown.Paramount on Tuesday announced it was adding an advertising tier to its Paramount+ service in Australia, in a bid to attract new audiences at a lower price point and diversify revenue opportunities on the platform. The tier will be introduced in Australia in 2024.“I think everyone puts on a brave face, but ultimately, it always comes back to economics, and it’s funny to read some global people saying it was all about subs at any cost, and now it’s about profitable subs. Like, really?” Warburton said.“You wouldn’t want to be trying to renew content pipelines in this market, you can see clear as day they’ll all be here eventually,” Warburton adds, a potential reference Foxtel’s lucrative HBO-based content deal with Warner Bros.Discovery is another company looking to launch its own service, Max, in 2025.Seven is hoping new content, including a new format drawing from the popular Made in Chelsea brand, Made in Bondi, co-commissioned with British network Channel 4, will help bring new audiences to its free digital service, 7Plus, alongside a number of new titles fronted by the ‘Bondi Vet’, Dr Chris Brown, recently recruited from Network 10.Seven is keen to snatch the rights to the NRL State of Origin.CREDIT:GETTY IMAGESBrown will do the heavy lifting for Seven in 2024, hosting a new The Block-like format, Dream Home, and a new dating show, Stranded on Honeymoon Island, while also joining Sonia Kruger as co-host of Dancing with the Stars.Also coming to Seven’s digital channels at the end of 2024 are new broadcast deals with the AFL and Cricket Australia. Currently, the network’s respective deals with the sporting bodies only allow it to broadcast matches on linear channels.Next on the horizon for Warburton is doubling up on winter codes with an attempt to snatch the NRL’s State of Origin. The three annual games are a regular ratings hit across both linear and digital channels for current rights holder Nine, though negotiations are not likely to take place until 2025.RELATED ARTICLEMedia & marketing‘Go big or give up’: The hunt for TV’s next big hit“Our commitment is with the AFL - but absolutely [Seven is interested]. We have a very good relationship with [Racing NSW CEO and chairman of the Australian Rugby League Commission] Peter V’Landys through racing, and a very good relationship with [NRL chief] Andrew Abdo as well, so that’s something we’ll target,” he said.Nine declined to comment.
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