Will Channel 10 get woke and go broke? Struggling network to focus on ‘social justice, equality and inclusion’ for a younger audience – but Seven boss says they’re getting ‘desperate’
U.S.-owned Australian television station Channel 10 has vowed to steer its programming in a more ‘woke’ direction to capitalise on its younger audience.
The network’s head of sales, Rod Prosser, said during a meeting with advertisers last week that 10’s upcoming slate of shows will prioritise ‘social justice, equality and inclusion’ to meet the expectations of its ‘purpose-driven’ consumers, reports RT.
While Channel 10 has a much smaller audience than its commercial rivals, Mr Prosser said their viewers are still valuable to brands because they have ‘more income’ and are ‘more socially progressive’ compared to Australians who watch Nine and Seven.
New direction: U.S.-owned Australian television station Channel 10 has vowed to steer its programming in a more ‘woke’ direction to capitalise on its younger audience. Pictured: The Project host Lisa Wilkinson
‘We are acutely aware of our ability to influence culture, which raises a number of questions about our responsibility,’ said Mr Prosser.
‘How can we better promote and employ social justice, equality and inclusion? How can we represent all Australians and their stories? How can we raise the conversation and now lower the bar? These are questions of integrity and to us, integrity matters.’
While this ‘socially progressive’ pitch may attract some like-minded brands, industry insiders fear a shift to the left could negatively impact 10’s bottom line, as ‘getting woke’ can often lead to ‘going broke’ in the corporate world.
In this case, the younger ‘woke’ audience 10 is hoping to appeal to may have already migrated away from free-to-air television in favour of streaming platforms.
Values: The network’s head of sales, Rod Prosser, said during a meeting with advertisers last week that 10’s upcoming slate of shows will prioritise ‘social justice, equality and inclusion’ to meet the expectations of its ‘purpose-driven’ consumers. Pictured: The Project hosts Waleed Aly (left) and Carrie Bickmore (right)
The move has already been criticised by Seven CEO James Warburton, who said 10’s ‘integrity’-led strategy was ‘clutching at straws’ in a bid to win over advertisers.
‘Three odd million people watch the Seven and Nine news brands every single night; that absolutely dwarfs everything they do,’ Mr Warburton told The Australian Financial Review.
‘They program for 90 minutes a day; they’re irrelevant in the back end of the week. Their biggest franchise [MasterChef] just halved. That just sounds desperate.’
Daily Mail Australia has contacted Channel 10 for comment.
Franchise: Channel 10 will no doubt be hoping the upcoming season of The Bachelor, starring pilot Jimmy Nicholson (pictured) will be a ratings hit
Meanwhile, 10’s political shift is in keeping with a recent trend toward ‘wokeness’ at parent company ViacomCBS, which coincidentally saw its stocks plummet in March.
In April, the U.S. media conglomerate signed a deal with #MeToo activist Tarana Burke to make shows that ‘highlight underrepresented voices’.
And in July 2020, it began a multi-year partnership with civil rights group NAACP.
Channel 10 already has a reputation for being more left-leaning than Nine and Seven, with current affairs show The Project – hosted by Lisa Wilkinson, Carrie Bickmore and Waleed Aly – being singled out by some viewers for its liberal bias.
The network has struggled in the ratings in recent years, often jostling for third place with the publicly funded ABC. However, it promotes itself as Australia’s number-one destination for the under-50s demographic.
Numbers game: Channel 10 has struggled in the ratings in recent years, often jostling for third place with the publicly funded ABC. However, it promotes itself as Australia’s number-one destination for the under-50s demographic. Pictured: MasterChef judges Jock Zonfrillo (left), Melissa Leong (centre) and Andy Allen (right)