Making the case for TV as a supporting medium

Andrea Sophocleous

The future of television has been debated, dissected and discussed at length for several years, a conversation initially predicated upon the medium's imminent "death", before talk began first of a resurgence and then, most recently, a re-imagining of its role.

It was thus no surprise that the position of TV in the new-media landscape was under the spotlight at the Festival of Branded Content and Entertainment, held in Sydney in October 2013. In a presentation entitled "TV as supporting medium", Steve Coll, executive creative director at Havas Worldwide Australia, made the case for using television to support and advance social content.

"It's crazy to think today that TV was once the dominant force in our lives," Coll said. "But when it comes to advertising, it still is."

While online adspend exceeded the TV equivalent for the first time in Australia during the six months to 30 June 2013, Coll used this year's national elections to demonstrate the continuing popularity of TV as "a medium that delivers mass reach". The Australian Labor Party spent 94% of its advertising budget on television, a figure rising to 97% for the triumphant Liberal Party of Australia.