Australian media companies unite to win back ad dollars

Australia's largest media companies have formed a group that will try to help marketers understand the benefits of working with premium brands.

Nine Entertainment Co (publisher of this masthead), News Corp Australia, Foxtel Group, Seven West Media and Network Ten are the founding members of the 'Premium Content Alliance', which will feature divisions for television, digital and publishing.

News Corp Australasia executive chairman Michael Miller with Premium Content Alliance chief executive Kim Portrate.

News Corp Australasia executive chairman Michael Miller is the inaugural chair of the business, and ThinkTV chief executive Kim Portrate will lead the group.  The establishment of The Premium Content Alliance follows the release of the government's response to the Australian Competition and Consumer Commission inquiry into the digital platforms, which found tech giants Google and Facebook to have substantial market power.

Mr Miller said the businesses shared a desire to win back digital advertising dollars, but the group was formed to meet a market need for a better understanding of how advertisers can benefit from integrating across television, digital and newspapers.

"The commonality between the shareholders is we are trusted brands, we have professional journalists that have reputations and are trained," Mr Miller said. "Some of the brands are paid for and have a consumer revenue component to their businesses, but a differentiation to some others in market is that we share a premium offering that differentiates us from platforms."

Ms Portrate said the group gives media companies an opportunity to work more effectively with brands.

"It's not just about premium content being a great place to advertise, it's also a place where you can get an independent transparent measurement and most importantly a business output that is going to a difference," Ms Portrate said.

"We think a new decade is a great time to start, to look at how we can collaborate in new ways to deliver benefit for the people that we are really interested in helping, which is advertisers and agencies."

Ms Portrate's former company ThinkTV will form one division of the group as will news media industry body NewsMediaWorks, which has been rebranded as ThinkNewsBrands. A third division, ThinkPremiumDigital, will be established to explore the benefits of advertising with premium brands in areas such as video and display.

Peter Miller, chief executive of NewsMediaWorks, commence a senior strategy role within the Premium Content Alliance. The organisation will be fully operational by July 1.

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