Good news for paid programmers: Australia’s $3 billion market will soon need additional programming! Opening new international markets for our clients is a priority for BMCFerrell. In July, BMCFerrell visited three major Australian broadcasters. Together, these networks cover all of Australia’s rapidly expanding market.
The market is segmented between the free-to-air broadcasters and growing cable providers. Free-to-air broadcasters still reach about 70% of the Australian households, but cable expands every year. The largest free-to-air broadcasters include Nine, Seven and Ten. Top advertisers include the Australian Government, Coles Group, Telestra, Woolworths, Nestles, Time Warner and Proctor & Gamble. High-definition channels for all three broadcasters have been launched and new digital channels are due online in 2009. With the new outlets coming online, there will soon be a greater demand for new programming. The trend towards more brand-funded programming is the product of the broadcasters’ need to fill slots that benefit the networks, advertisers and programmers. Some Christian ministries have successfully reached an audience in this growing market, but it takes an informed strategy and skilled execution.
It is also notable that time-shifted viewing is popular in Australia, regardless of actual timeslot, so the local broadcast community recognizes the value of family-friendly programming. Broadcasters also utilize emerging advertising platforms such as those offered by Yahoo!, MSN for the web, SMS/MMS cell phone solutions as well as traditional print media, including newspapers and magazines. The new media platforms, along with digital television, create broader opportunities in Australia for building a strong global brand and audience.
Contact BMCFerrell today to see how you can be positioned for success in this fast-growing market.
