Chief Digital Officer of Australia’s Channel 7, Clive Dickens joins the podcast this week. We discuss:
• Clive’s career to date and how he ended running digital operations at Channel 7
• SevenWest Media has exposure across Print (Newspaper and Magazines), digital (Yahoo7 & Presto) and broadcast (Seven Network, radio) – assets that engage over 16m Australians each week. We discuss where disruption is hitting hardest
• Why Seven has embraced digital as an enabler within the business
• Redefining what television is and the state of television viewing in Australia
• The state of advertising and whether we are coming to the end of the mass ‘reach and frequency’ advertising era
• There has been a mixed experience re paywalls for online content yet VOD subscription models (Netflix, Hulu, YT Red) seem to be growing. Clive’s thoughts on consumers directly paying for content as a substitute for advertising
• The privacy trade off consumers make when they provide information to social networks and other websites
• Why the value in data is in the recency and the buying intent implicit in the last 30 days’ behaviour
• All social networks – Facebook in particular – can offer very granular targeting options – how can traditional TV compete on this?
• Despite all the discussion, why is live broadcast still the key media asset audience wise?
• Facebook’s focus on live video
• Why humans still value the shared experience and how Pokemon Go also validates this
• Whether mobile is still the second screen or is it now the first screen
• How social and TV can synergistically intersect (in both directions)
• Why the volume of tweets does not represent the volume of engagement
In a fragmenting media landscape, no one better to provide insights on how things are changing than the CDO of a major media company. Well worth a listen!
You can find Clive on Twitter here and he is on LinkedIn here and Slideshare here
Clive’s favourite business book is Blockchain Revolution by Don and Alex Tapscott
My recent interview with Alex Tapscott on Blockchain
The top 3 accounts Clive would follow on Twitter would be Benedict Evans, Bob Lefsetz, Taylor Swift