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–
Expert comment on digital TV –
The Ten Network has confirmed it will launch a new digital channel targeting the
youth market.
Channel Eleven’s youth-oriented programming will include Ten stalwarts, the
Simpsons and Neighbours.
The move follows Seven’s announcement it will launch a third digital channel,
7mate, targeting male viewers.
RMIT University media commentator, Dr Vincent O’Donnell, said digital channels
enabled free-to-air networks to more precisely target demographics in similar ways
to FM radio networks.
“The free-to-air digital channels offer the prospect of more niche programming to
craft demographic loyalties in audiences and develop specific branding for the
benefit of advertisers in a way that the main channels have largely lost,” Dr
O’Donnell said.
“There are parallels in the FM radio market, where we find boy stations, girl
stations, oldies stations, classic stations and so on.
“The proliferation in channels allows a move away from genre programming –
news, natural history, sport, doco, cartoon, kids, adults – to a different approach to
programming based on age, gender or ethnicity.
“Unfortunately, as the new digital channels are not subject to the same stringent
Australian content requirement of their parent channels, they offer no guarantee of
more Australian content, despite evidence of the popularity of home-grown
programs.”
Dr O’Donnell is an honorary fellow in RMIT’s School of Media and Communication.
He is a past president of the Producers and Directors Guild of Victoria and a former
executive producer at Film Victoria.
Dr O’Donnell is available for interview.
For interviews: RMIT University’s Dr Vincent O’Donnell, (03) 9925 3028 or
0400 009 243.
For general media enquiries: RMIT University Communications, Gosia
Kaszubska, (03) 9925 3176 or 0417 510 735.
26 August, 2010
NEWS 
