Talkback: Think global to sell more local content

It's enough to keep "old" media executives awake at night.

Online streaming and blogs were bad enough, now it's all podcasting and video iPods. The audience is splintering. The competition, endless.

Of course, if you're a listener, viewer or reader, it's all rather good. Now if you leave the country, you no longer have leave behind the newspaper you liked to read or the radio station that eased the daily commute. The best of the world's media are competing head-to-head over the internet for your attention.

Who would have thought, amid all that choice, that local content might come out a winner?

Where globalisation has so often been held responsible for the loss of local jobs (and businesses and culture), it's heartening to see that right now it is giving fresh impetus to New Zealand drama and music.

During those sleepless hours, it has dawned on some executives that if Desperate Housewives can be downloaded from Apple's iTunes website for US$1.99 an episode - well before it screens on the telly here - it might not be the best idea to rely too heavily on such international blockbusters.

TV3's owner, CanWest MediaWorks, signalled it would bump up the first-quarter spending on local programming last week, pointing to a strong performance by local shows. Downsize Me grabbed a 25 per cent share of the 18-49-year-old audience, Inside New Zealand a 23 per cent share and Target 22 per cent.

Outrageous Fortune's outrageous good fortune (a 29 per cent audience share) actually got the champagne corks popping at head office, said MediaWorks chief executive Brent Impey.
As the locals enjoy more that is home-grown, it will be interesting to see whether there is also a global appetite for what New Zealanders like.

A fresh Radio Bureau survey will soon provide an update on how all-New Zealand music station Kiwi has gone down with the home audience. It has already been tagged a "niche brand" by owner MediaWorks, albeit one operating profitably. But, says Impey, local radio is just a small part of the Kiwi plan. It is being streamed online to an international audience. "It is being positioned to take advantage of new and developing technology. As long as it's washing its face ... we're okay with the investment," Impey said last week.

Even broadcasting's venerable National Radio is being streamed over the internet - Radio NZ says on its website that it will be considering podcasting in the near future.

If what we like finds a larger audience, then for Kiwi content the future could be bright indeed.

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Last month, I wrote about the growing reach of product placement, into music videos, games, cartoons and even books. In the US, the practice is now common - but signs of resistance have begun to emerge.

Last week, the World Advertising Research Centre (drawing from a Wall Street Journal Online story) reported the American Society of Magazine Editors had announced the distillation of its product placement guidelines into "10 commandments" aimed at ensuring magazine readers know what is editorial and what is advertising.

Society president Mark Whitaker said: "Trends in advertising are going to come and go. The one thing that's going to keep you in business is your relationship with your readers and if you jeopardise that, you jeopardise the franchise."

In Europe, a furore erupted over Sunday Times claims last month that businesses had given up to 40,000 a year to brand agencies to secure placements on the BBC. On Monday, an internal investigation by the British state broadcaster, which says its producers must not feature brands in return for payment or services, cleared independent production companies of the charge. But it said product prominence had gone beyond its guidelines in some cases and it planned to issue further guidance.

With product placement on the rise here - and sponsors' products even appearing in the TV3 cartoon bro'Town - can the backlash be far behind?