Expert Comment On Digital Tv

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26th August 2010, 02:39pm - Views: 790





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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






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