Author: Michael Byers
Reality television flows with the changing economy and national mood. With another season of MasterChef wrapped up, Michael Byers looks at what made it a success, and writes that the battle for grocery buyers is far from over. That was my headline in early May as the 2014 season of MasterChef Australia went to […]
Which brands are winning with product placement? Just look around, writes Michael Byers. Australian prime time TV is in love with product placement. From MasterChef Australia, The Block to My Kitchen Rules and soon Recipe To Riches season two, it’s a love affair that appears to have no end. So just which brands are […]
As the sixth season of Australia’s original reality cooking show hits the air there will be ongoing debate over the next few weeks regarding the success of the show. However, in fact, the series has already won in more ways than one. In just five years this one show has spawned some of Australian TVs […]
One of my most popular discussions and enquiries from 2013 was, ‘How do we get our branded content onto TV?’ Branded content is still in its infancy and, while there is no guarantee of any programme being accepted on any network, branded content has a few more hurdles to overcome. There are still very few […]
Australia has experienced a spectacular rise in product placement spend, and is now the dominant market in the Asia-Pacific region and fourth largest globally, according to latest figures from PQ Media. In this exclusive interview Patrick Quinn, president of leading industry research company, PQ Media, shares with me his insights and views about the product […]
This is the second article in a series of three by Michael Byers about measuring the value of product placement in Australia. In this instalment he looks how to gauge the resonance of your placement. Throughout this series we are addressing the overall value of product placement. In our first article we looked at […]
This is the first article in a series on the role of product placement in Australia. In this instalment Michael Byers discusses how to measure the value of your product placement. Product placement is quite distinct from branded entertainment in that the product, or service, is depicted as itself and generally uses entertainment, whether […]
Two markets in Australia that have come under stress from changing audience viewing habits could be ready for a mini revolution through branded entertainment, the rise of smart phones and the dawn of connected TV. The automotive and retail sectors are having difficulties in reaching the volume of customers they once enjoyed, their market share […]
As the dust settles on the fourth series finale of MasterChef Australia and Channel Nine relaunches Big Brother it’s an opportune time to reflect on the changing world of Australian TV content and the implications for marketers. In 2008 I was tasked with identifying the trends that would shape the media specifically for TV and […]
