Network Ten's audience and ad revenue was in decline, and in the competitive catch-up TV space, many local and international players were vying for their viewer's attention. But consumers watch shows, not channels, so we needed to flip Ten’s business model on its head if we wanted to engage audiences, and create a digital experience that was a game changer in the category.
We embraced the best of social TV, while being true to Ten’s customer promise. Rather than being all things to all people, TENplay encouraged seamless connected experiences. And with the continuous play and on the go features, viewers could watch TV whenever and wherever they want. With over a million downloads, TENplay became the highest performing catch-up TV service in Australia.