Connect with us
https://tickernews.co/wp-content/uploads/2023/10/AmEx-Thought-Leaders.jpg

Ticker Views

Why Tokyo 2020 is changing the way we watch TV | ticker VIEWS

Published

on

When it comes to how much interest we all had in the Olympics there were two arguments

Some said all the controversy would turn people away, while others believed we needed to the entertainment now more than ever.

Viewership and consumption of the olympics is down from Rio 2016, but in Australia, channel 7 hit a new streaming record.

https://twitter.com/tickernewsco/status/1422096125566218246?s=21

Olympics TikTok is one of the best parts of the games, and it’s where younger viewers are consuming their olympic content.

Mat Cole from ACT Capital Partners Joined Brittany Coles to discuss why people are watching the olympics differently

Why have our viewing habits changed since Rio 2016?

Rio de Janeiro – Cerimônia de encerramento dos Jogos Olímpicos Rio 2016, no Maracanã (Fernando Frazão/Agência Brasil)

Cole says event based television was one of the last happenings to be supported by ad based television.

“So if you look at the last sort of five years between the last Olympics and this one, consumer behaviour has changed dramatically,” he says.

Cole says that people who are late teens and early 20’s age group, well, they were 13, 14, 15, when the last Olympics were on, so their behaviours are just inherently different.

“They used to have more of an on demand style consumption of media push button and stream a series. So event based television is just a different behaviour to that and that’s played out.”

We’ve seen the change across all major live events

In other words, Superbowl viewership is down, the Grammys viewers were really down.

“So event based television right across the globe is struggling,”

Cole said.

“I think one of the things that we sort of underestimated coming into the Olympics was there was so much news around around the actual happening of the games, how would they happen? What would they look like fans, no fans, all these sorts of things.”

What we miss was the usual path into Olympic Games, we highlight the individuals, and we get to know the athletes and we get to know the backstory of the athletes.

“Well, I think what’s happening now is we’re finding that out as the events happening. So you know, everyone tuned in to watch Jess Fox Win win a gold medal,” Cole says.

“And we knew her backstory, and not just, you know, the athlete she is but the amount of work she’s done for gender equality in her sport, and really been a pioneer of that. Now we know that backstory, and we can really sort of get behind her and the work that she’s doing.”

Olympics tiktok dominating viewership and helping to humanise the athletes

In the virtual world of youtube vlogs, instagram reels and tiktok, showing daily routines online is pretty normal… but this concept is a first for the 125 year old olympic games.

There may be no spectators, but we have a front row view – in fact, it’s better than that – somewhere not even the major broadcasters or IOC officials have access.

That would be the athletes bedrooms…

Athletes are showing posting behind-the-scenes vignettes that showcase the Olympic Village on tik-tok.

This is an entirely new and fascinating experience for the home viewer.

When the athletes are at the Olympics, they’ve got social media guidelines, and challenges from broadcasters.

“As the challenge of the broadcasters, they’ve got to see so many sports, and you’ve got to deliver it seamlessly, and educate people on sports, we only see every four years. So that’s a real challenge in itself.”

Front row view into athletes village broadcasters can’t reach

Social media is allowing us to see into the incredible lives of athletes, which we’ve never had before.

“Tiktok is a perfect vehicle for the athletes themselves to show their personalities.”

“Tiktok is an access point to fans, we now get a really small view into the life of an athlete of an Olympic athlete, which 99 per cent of us will never ever get to be, so we can experience this very authentic view of what the what the Olympic Village is and the the Olympic athletes experiences,” Cole says.

“Without the shiny lights and all the choreograph theatrics that Olympic Games has, this is the real stuff.”

Cole says there was some really great content produced by the US women’s sevens rugby side, where they tested out the cardboard beds, and they would pretend to be WWE athletes, they would pretend to wrestle on all these sorts of things, great content.

“So platforms like TikTok, you walk around and you see what the opening ceremony is like for an athlete from an athlete’s point of view. All of this sort of stuff is fantastic,” Cole says.

Are athletes getting themselves into hot water posting tiktoks?

There are some do’s and don’t’s when it comes to posts on social media to avoid getting slapped with a lawsuit from the IOC or USOP.

“For starters, individuals referring to the Olympics for non-commercial purposes is okay. But as more athletes have become influencers or brand ambassadors on social media, there are nuances to promotion of the Olympics and branding that should be carefully observed,” Tiffany Shimada, partner at the international law firm Dorsey & Whitney said.

For example, under the General Guidelines for the Tokyo Olympic games, use of URL, social media, or hashtags on any items worn during the Olympic games is strictly forbidden

“There are still many creative ways to promote brands during the Olympics, but they must align with the IOC and USOPC’s rules and guidelines,” Shimada says.

How will the athletes maintain popularity and become media properties?

https://twitter.com/AUSOlympicTeam/status/1419840140004888576

How that translates post Olympics for those who do well and win a medal at the Olympics, will be the next question.

Despite the blow up of athlete life and behind the scene content on social media, people still rely on the games itself via broadcast networks

“New viewing records are being set on a daily basis which is great news for our partners, sponsors and dynamic packages. Marketers have well and truly embraced Tokyo 2020 and now that the Games have started, we’re seeing record results with brands capitalising with short-term broadcast and digital investment,” Seven West Media chief revenue officer and director of Olympics, Kurt Burnette, said.

Channel 7 Olympics audience numbers have exceeded its forecasts on every level, including 2.3 million reach on streaming platform, 7plus alone

“I think one of the things that we have to be mindful of is Sydney being in lockdown Melbourne being in lockdown for the first part of the Olympics,” Cole says.

“It’s really helped. You know a lot of people got the Olympics on in the background where they’re trying to work from home, teach from home and do all the other bits and pieces while in lockdown,

“So I think Channel Seven has done a really good job of producing a product that’s suitable for the viewership and the experience that you’re looking to create. I think there’s some tailwind to the lockdown that are helping those numbers as well.”

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Ticker Views

The Australian economy has transformed since 2000, with work changing radically

Published

on

The Australian economy has changed dramatically since 2000 – the way we work now is radically different

John Quiggin, The University of Queensland

The most striking feature of the Australian economy in the 21st century has been the exceptionally long period of fairly steady, though not rapid, economic growth.

The deep recession of 1989–91, and the painfully slow recovery that followed, led most observers to assume another recession was inevitable sooner or later.

And nearly everywhere in the developed world, the Global Financial Crisis of 2007–08 did lead to recessions comparable in length and severity to the Great Depression of the 1930s.

Through a combination of good luck and good management, Australia avoided recession, at least as measured by the commonly used criterion of two successive quarters of negative GDP growth.



Recessions cause unemployment to rise in the short run. Even after recessions end, the economy often remains on a permanently lower growth path.

Good management – and good luck

The crucial example of good management was the use of expansionary fiscal policy in response to both the financial crisis and the COVID pandemic. Governments supported households with cash payments as well as increasing their own spending.

The most important piece of good luck was the rise of China and its appetite for Australian mineral exports, most notably iron ore.



This demand removed the concerns about trade deficits that had driven policy in the 1990s, and has continued to provide an important source of export income. Mining is also an important source of government revenue, though this is often overstated.

Still more fortunately, the Chinese response to the Global Financial Crisis, like that in Australia, was one of massive fiscal stimulus. The result was that both domestic demand and export demand were sustained through the crisis.

The shift to an information economy

The other big change, shared with other developed countries, has been the replacement of the 20th century industrial economy with an economy dominated by information and information-intensive services.

The change in the industrial makeup of the economy can be seen in occupational data.

In the 20th century, professional and managerial workers were a rarefied elite. Now they are the largest single occupational group at nearly 40% of all workers. Clerical, sales and other service workers account for 33% and manual workers (trades, labourers, drivers and so on) for only 28%.

The results are evident in the labour market. First, the decline in the relative share of the male-dominated manual occupations has been reflected in a gradual convergence in the labour force participation rates of men (declining) and women (increasing).

Suddenly, work from home was possible

Much more striking than this gradual trend was the (literally) overnight shift to remote work that took place with the arrival of COVID lockdowns.

Despite the absence of any preparation, it turned out the great majority of information work could be done anywhere workers could find a desk and an internet connection.

The result was a massive benefit to workers. They were freed from their daily commute, which has been estimated as equivalent to an 8–10% increase in wages, and better able to juggle work and family commitments.

Despite strenuous efforts by managers, remote or hybrid work has remained common among information workers.



CEOs regularly demand a return to full-time office work. But few if any have been prepared to pay the wage premium that would be required to retain their most valuable (and mobile) employees without the flexibility of hybrid or remote work.

The employment miracle

The confluence of all these trends has produced an outcome that seemed unimaginable in the year 2000: a sustained period of near-full employment. That is defined by a situation in which almost anyone who wants a job can get one.

The unemployment rate has dropped from 6.8% in 2000 to around 4%. While this is higher than in the post-war boom of the 1950s and 1960s, this is probably inevitable given the greater diversity of both the workforce and the range of jobs available.

Matching workers to jobs was relatively easy in an industrial economy where large factories employed thousands of workers. It’s much harder in an information economy where job categories include “Instagram influencer” and “search engine optimiser”.

As we progress through 2025, it is possible all this may change rapidly, for better or for worse.

The chaos injected into the global economy by the Trump Administration will radically reshape patterns of trade.

Meanwhile the rise of artificial intelligence holds out the promise of greatly increased productivity – but also the threat of massive job destruction. Economists, at least, will be busy for quite a while to come.


This piece is part of a series on how Australia has changed since the year 2000. You can read other pieces in the series here.The Conversation

John Quiggin, Professor, School of Economics, The University of Queensland

This article is republished from The Conversation under a Creative Commons license. Read the original article.

Continue Reading

Ticker Views

Australia’s ‘coercive’ news media rules are the latest targets of US trade ire

Published

on

As the United States recalibrates its trade policies to combat what the Trump administration sees as “unfair” treatment by other countries, two significant industries have complained to US regulators about their treatment in Australia.

The tech industry – particularly Big Tech platforms such as Google and Meta – says it is being “coerced” into handing cash to Australian media companies. And the pharmaceutical industry is upset about low prices and delays in getting new treatments into the Australian market.

Why are we hearing about these complaints now? And what will they mean for Australia?

The US Trade Representative requests a pile-on

In February, the Office of the United States Trade Representative (USTR) invited comments from the public to help it review and identify any unfair trade practices by other countries. The call was made “pursuant to the America First Trade Policy Presidential Memorandum and the Presidential Memorandum on Reciprocal Trade and Tariffs”.

The aim was to use this consultation to investigate potential harm to the US from any non-reciprocal trade arrangements. The consultation was designed to help the USTR recommend appropriate actions to remedy any such practices.

Essentially, it was an invitation to complain about any and all countries, including Australia. All the relevant industry associations have taken up this opportunity with a high degree of enthusiasm.

There have been 766 submissions.

Big Tech has complaints

A tech industry group called the Computer and Communications Industry Association (CCIA) made a submission raising concerns about the digital policies of several countries, including Australia.

The submission emphasised policies with what it calls “extractionary and redistributive characteristics” that force one set of market participants to subsidise the economic activities of another.

The association’s Australian concern focuses on the News Media Bargaining Code. This requires tech companies to pay for news that appears on their platforms.

The CCIA characterises the News Bargaining Code as:

a coercive and discriminatory tax that requires US technology companies to subsidise Australian media companies.

The CCIA argued that the financial burden imposed by the code is substantial. It said that two companies (Google and Meta, although the CCIA does not name them) pay A$250 million annually in deals “coerced through the threat of this law”. It also mentioned the planned “news bargaining incentive”, which aims to encourage platforms to do deals with media companies.

Regulation by default

The CCIA is also concerned about changes in competition law that will lead to platforms being regulated by default. That is, like telecommunications and electricity companies, designated platforms will be assumed to have a substantial degree of market power. (This was a finding made by the Australian Competition and Consumer Commission in 2019.)

The industry group argued that Australia’s regulatory regime is modelled on the European Union’s Digital Markets Act (DMA). In fact, Australia is likely to look closely at both the EU and UK regimes.

The CCIA says this default regulation would target specified US companies with discriminatory obligations.

However, any business that is “designated” – regardless of its host country – would have these obligations. The proposed approach does not target or discriminate against US businesses.

It is true the proposed approach will have heavy penalties for breach, and the CCIA complains about these “significant fines”. The CCIA correctly identifies that the regulations would empower the government to impose restrictions on how platforms use customers’ data, and whether they can preference their own products.

The CCIA says it is concerned that these measures, like similar ones in other jurisdictions, disproportionately target US companies. It says they would also impose significant compliance costs, and may serve as a backdoor for industrial policy designed to advantage local competitors. They argue that such rules can require changes to operating procedures and services, and that non-compliance can result in hefty fines.

The submission also addresses Australia’s proposed requirements for US online video providers, such as Netflix, to fund the development and production of Australian content, which could require these providers to allocate 10–20% of their local expenditure to Australian content. It does not note that the same is true for Australian streaming platforms.

Big Pharma also has complaints – and a local ally

Big Pharma, via the Pharmaceutical Research and Manufacturers of America (PhRMA) industry association, has also complained about various countries. Gripes about Australia include low prices under the Pharmaceutical Benefits Scheme (PBS) and delays to approval of new treatments.

Medicines Australia – a local organisation that represents pharmaceutical companies – agrees about the delays, citing a PBS review published last year.

Barriers to trade

The critical submissions should come as no surprise. Any industry group that passes up such a golden opportunity to complain on behalf of its members is arguably not doing its job.

In the case of both Big Tech and Big Pharma, Australia was only one of the targets. Yet the potential impacts are high.

The USTR is looking at treating any regulatory barriers faced by US companies as if they were tariffs. At least one Australian industry association is joining the pile-on.

How will the USTR respond? Given the White House’s current approach to trade, there is a significant risk it will recommend retaliatory tariffs on yet more Australian products.

Rob Nicholls, Senior Research Associate in Media and Communications, University of Sydney

This article is republished from The Conversation under a Creative Commons license. Read the original article.

Continue Reading

Politics

First Xi, now Trump: tariff impacts on the Australian economy

Published

on

First, the tariffs from China hit Australian exporters now it’s the Trump tariffs on steel and aluminium – and as we have just learnt there will be no exemption.

How will these measures affect the USA, but also China, Australia and the rest of the global economy?

Like the China COVID tariffs, the Trump tariffs will hurt Australian workers. 

After all, 1 in 5 Australian workers depend on exporters and exporters pay 60 per cent higher wages on average than non-exporters in union jobs with EBAs. This will be bad for the steel workers of the Illawarra and the aluminium workers of Portland, and will also be inflationary, and put upward pressure on interest rates. That’s why we have seen the impact of tariff decisions (and tariff uncertainty) hitting the Australian share market and superannuation balances.

As a former Australian Prime Minister, could Ambassador Kevin Rudd got an exemption? I am sure he’s trying. But his pre-election comments disparaging Trump have not helped Australia’s interests not have the recent comments of another former Prime Minister Malcolm Turnbull. But to be fair, both Rudd and Turnbull have also been critical of Beijing. 

Of course, Australia is not alone. The USA’s North America closet trading partner, Canada is in the same boat, as is Mexico. Canada has just had a leadership election with former Bank of Canada Governor Mark Carney (who was also Bank of England Governor) taking over as Prime Minister of Canada from Justin Trudeau. The Canadian Tories led by Pierre Poilievre are going to paint Carney as a Globalist, more comfortable in Switzerland than Saskatoon, but the tariffs on Canada give the new Prime Minister a chance to wrap himself in the Maple Leaf and fight the Trump tariffs. Carney can also paint Poilievre as Trump lite, and improve the Liberals chances in a contest suffering from the unpopularity of Trudeau. When a central banker can replaced a charismatic second-generation politician as Prime Minister and have a better chance we know we are living in interesting times. 

With China and the USA unreliable trade partners, what options does Australia have? The Albanese Labor Government, to their credit have improved relations with our North East Asian trading partners like Japan and South Korea, Taiwan, ASEAN (with the special Australia ASEAN summit in Melbourne last year) as well as Europe and the emerging markets of the Middle East and North Africa (MENA) and Latin America.

We could actually get closer to Canada under their new Prime Minister, given our similar economic and political backgrounds (if not geography) and current situation on steel and aluminium tariffs. Canada has also had its issues with Beijing as well as Washington.

So forget the tyranny of distance, and May the Moose be with you.

Professor Tim Harcourt is the Chief Economist of IPPG at University of Technology Sydney (UTS) and host of The Airport Economist on Ticker.

Tim is also former chief economist of the Australian Trade Commission (AUSTRADE), the Australian Council of Trade Unions (ACTU) and the Reserve Bank of Australia (RBA).

Continue Reading

Trending Now