Network 10’s abrupt departure from ThinkTV, the commercial television marketing body, has thrown the organization’s future into a blender. Having informed ThinkTV of its intention to withdraw funding back in June, 10 (now under the Paramount umbrella) has officially pulled its broadcast and 10 Play platforms from the group. This move follows the recent departure of ThinkTV CEO Kim Portrate, leaving the organization scrambling to redefine its purpose and structure.
While 10 offers the usual corporate platitudes about “optimising collaboration” and “championing Total TV,” the reality appears to be a possible cost-cutting measure and perhaps a vote of no confidence in ThinkTV’s effectiveness. The industry whispers suggest a potential merger with OzTam, a move that would streamline (or further complicate, depending on your perspective) the already convoluted landscape of Australian television marketing.
Seven West Media CEO Jeff Howard recently hinted at ongoing discussions with 10 and Nine regarding industry body consolidation, aiming to eliminate redundancies and achieve “best value.” Whether this translates into a more unified and powerful voice for commercial television or simply more boardroom shuffling remains to be seen. But one thing is clear: the Australian television advertising landscape is in flux, and ThinkTV’s fate hangs in the balance.
