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Free-to-air television

Authors:
Keth McLelland, PwC Sydney
Brett Fairbank, PwC Melbourne
Sue Horlin, PwC Sydney

The regulatory environment will play a prominent role in the competitive landscape as the proposed abolition of the ‘75 percent reach’ and ‘two out of three’ rules has encouraged consolidation talks between players in the market.

The popularity of ad-skipping video recorders continues to prompt innovation in integrated advertising and also to increase the desirability of live sports broadcasts on free-to-air.

Market definition

The free-to-air (FTA) or broadcast television market comprises advertising revenues generated by terrestrial TV, less agency commissions and discounts. It excludes advertising on mobile TV and websites, which is included in the internet chapter. Terrestrial FTA broadcasts are defined as those that can be received through an ordinary TV set, even if viewers can also receive such networks through a cable, satellite or digital terrestrial TV (DTT) service. In certain Asia-Pacific and global territories, revenues include public TV license fees.

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Introduction

Australian total market:

  • 5 year historical revenues
  • 5 year forecast revenues

for 11 E&M segments

Methodology

Special feature:

  • From right to left brain: The changing nature of marketing CMO roundtable
  • CMO point of view: David Morgan
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The content of free access plus:

Australia at a glance:

  • 5 year historical advertising revenues
  • 5 year forecast advertising revenues
  • 5 year historical consumer revenues
  • 5 year forecast consumer revenues

Our global perspective on trends shaping the industry

  • 5 year historical and 5 year forecast revenues for global E&M market, advertising revenues and consumer revenues

Special feature:

  • The changing nature of marketing: Marketers’ survey results

Cross media ownership matrix

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Chapters:

Chapters contain deeper analysis and commentary on each sector including additional graphs and tables

  • Consumer and educational books
  • Consumer magazines
  • Filmed entertainment
  • Free-to-air TV
  • Interactive games
  • Internet
  • Music
  • Newspapers
  • Out-of-home
  • Radio
  • Subscription television