Media Matters: MediaWorks lathers up for soap and RNZ's Campbell conundrum

Click the NBR Radio box for on-demand special feature audio: Campbell Gibson and Nick Grant talk about the inner workings of New Zealand media.

In this instalment of Media Matters, NBR Radio’s Andrew Patterson chats with Campbell Gibson and Nick Grant about the inner workings of New Zealand media.

First up is Mr Gibson on the topic of MediaWorks’ recent strategy and content update presentations to advertising executives, which were apparently open to some Aussie journos but not to media on this side of the ditch.

Chief executive Mark Weldon touted the company’s $5 million investment in its integrated newsroom, efforts to combat ad blocking, intention to make more use of the consumer data it has, and plans to push heavily into product placement – described as something of a New Zealand first – in its yet-to-be confirmed daily soap opera.

Mr Grant expresses some scepticism about the prospects of MediaWorks actually getting the soap opera up, given it would likely require a hefty, multi-year commitment from funding body NZ On Air. And even if the company succeeds in launching the show, Mr Patterson observes that building the audience for it – and thus making it attractive for advertisers as a vehicle for placing products or traditional adverts – will take a long time. (Look out for more on this subject in this week’s NBR print edition.)

Discussion then turns to the postponement of John Campbell’s new RNZ show. As broken by Media Matters last week, Mr Campbell’s programme – destined for the 5-7pm weekdays slot currently occupied by Checkpoint – was intended to launch this month but has now been delayed to next year.

RNZ head of content Carol Hirschfeld has told NBR the decision was made because, although the programme is in good shape, “we want to make sure it’s as good to go as possible.”

Mr Grant says he suspects the delay is at least partly due to the broadcaster still pondering just what shape the show should take.

He understands RNZ has been holding focus groups around the country to test Mr Campbell’s acceptability and the possible formats for the programme. These have apparently exposed a tension between the understandable desire to make the most of Mr Campbell’s talents and appeal with the long form interviews and investigative pieces for which he is known, and retaining the long established Checkpoint approach of rounding up the news of the day and grilling the newsmakers.

The fact that Mr Campbell’s long-serving Campbell Live producer Pip Keane will now be producing his RNZ show is probably a strong indication of the direction it will take.

Thanks everyone for your kindness and support. Looking forward to getting back on the map with @cjwalbridge & @JohnJCampbell at RNZ in 2016

— Pip Keane (@pipkeane) November 13, 2015

If you are travelling by Air New Zealand this week, remember Koru Lounge wi-fi provides you with FREE access to NBR ONLINE premium content.