TVNZ’s New Media group will be forming partnerships “right across across the range of news and information”, according to one of the authors of its joint venture with the New Zealand Rugby Football Union.
In what the group’s marketing and content manager John Marks describes as an extension of the TV model, the broadcaster will seek either to be paid to deliver information via third parties, or to gain the right to sell advertising around it.
New media strategies will be all about partnerships, says Marks. “As the message begins to get fragmented between television, Internet and other digital markets, we will take our message and our brand and spread into a number of different environments, normally in partnership with other people.”
The New Media group was formed about two months ago on top of the broadcaster’s long-running Teletext unit, giving it the means, says Marks, “to process information in ways that others are not efficient at, and to have sources which others do not have access to. That makes it logical to get into these sorts of arrangements.”
The new NZRFU Web site, launched last week, offers rugby news and background and “live” information served directly from TVNZ. Marks says the site builds on a similar venture with the BNZ and New Zealand Cricket. A third project — again involving TVNZ-generated content being delivered in conjunction with a third party — is under way, but no details are available.
“There will be more,” says Marks. “I see the potential for this spreading right across the range of news and information. Obviously the financial sector has tremendous potential for this sort of thing, and so does the health sector. There are a number of areas where I think we’re going to find ourselves helping other people spread their information.
“It comes down to information sharing. We’re in the business of taking core information and distributing it on TV to a number of eyeballs and I see this in the same way. At the end of the day we want our product to be seen by the maximum number of people.”