Think TV's inaugural chair, Ten Network executive general manager, Russel Howcroft.
Australian free-to-air and subscription television broadcasters have formed a new independent industry research and marketing group, Think TV.
The two television sectors will align under a new industry body to promote television’s scale and effectiveness for advertisers across all screens.
Think TV, will lead a collective effort from television broadcasters to demonstrate how television advertising in broadcast quality content environments remain effective among all media channels in terms of advertising impact and return-oninvestment.
Think TV will also spearhead research programs that will underpin the effectiveness of broadcast television for advertisers across linear and digital channels.
Think TV chairman, Russel Howcroft said Think TV was without doubt the most potent and collaborative initiative that television broadcasters have developed in 20 years.
“Much industry debate follows the ping pong shifts in digital media with many assumptions then linked to television’s impending doom, assumptions which are fundamentally flawed," he said.
"There is an urgent need to clarify for advertisers conflicting and confusing digital measurement claims and misinformation about the impact of advertising in many digital channels,” he said.
“It’s hardly new news but advertising in broadcast viewing environments – linear and digital television – remains amazingly resilient, effective and brand safe. Television is not going anywhere, it’s broadcasting everywhere.”
University of Adelaide professor, Karen Nelson-Field, endorsed the formation of Think TV.
“The television sector needs an industry body like this to re-establish its baseline," she said.
"A baseline that has shifted largely due to the falsely generalised sound bytes from digital case studies that are quickly turned into best practice – often by those who stand to gain the most from their acceptance.
“Despite the sensationalised claims that television has lost its sparkle, at the end of the day when buying media for the purpose of growing a brand, the two most important considerations are cumulative unduplicated reach potential and audience quality in terms of reaching more light buyers – television ticks both of these boxes.
“Have I become a television-only evangelist? No. I consider myself media-agnostic and think all media have a role to play. But I do think the pendulum has swung too far and each medium should be considered on its real merits."
Think TV’s marketing and research programs will bring a material contribution to advertisers striving to build robust and real ROI-based approaches to their media planning.
Howcroft said it was incredibly cluttered "out there" for people and advertisers.
“But television, contrary to popular commentary, remains unrivalled when you look at the amount of time people choose to spend with any content on any screen," he said.
"Broadcast quality content is also a proven advertiser-friendly environment, which will increasingly become a rare concept.”
An international search has commenced for Think TV’s chief executive, who will drive the new group’s agenda.
An appointment is expected in June.
Think TV’s inaugural Board of Directors includes Seven West Media chief revenue officer, Kurt Burnette, Multi Channel Network/Foxtel chief executive, Anthony Fitzgerald, Network Ten executive general manager, Russel Howcroft and Nine Network chief sales officer, Michael Stephenson.
Free TV chairman, Harold Mitchell, said it was an outstanding initiative by all television broadcasters.
"I’ve been a huge believer for 40 years in the real business results which television advertising delivers. While much has changed in media, television advertising remains the unrivalled leader for impact and effectiveness," he said.
"Think TV as an independent industry body representing free-to-air and subscription broadcasters will make a definitive contribution to the business case for advertisers.”
ASTRA chairman, Tony Sherpherd, said Think TV was a timely and powerful initiative from subscription and free-to-air broadcasters to cut through many market misconceptions about television viewing and the unquestionable effectiveness to business results that broadcast television advertising delivers.
"The subscription and free-to-air television sectors are all in on Think TV.”